Aloe Up – Brand Story
In late 1981 Joyce Benson, a top professional golfer on the LPGA tour asked her husband RC if his company, Aloe Labs, could create a sunscreen for her and the other players on the tour. RC owned an aloe farm and manufacturing facility in the Rio Grande Valley of South Texas which farmed aloe vera plants and then processed and manufactured moisturizers, juices and gels. Joyce loved the non greasy feel of the aloe based moisturizers they currently made and wondered if they could duplicate that feel in a sunscreen for her to use while playing and practicing.
The chemists went to work and developed a sunscreen formula using a generous base of pure aloe vera gel, sunscreens and sunblocks and waterproofing agents. They formulated an SPF 20 lotion sunscreen and an SPF 15 lip balm. Joyce and several other tour players tested the two products on the golf course and were amazed by the results. “The sunscreen worked better than anything I have ever used. I never got sunburned and it wasn’t greasy on my hands or face. It feels like I don’t have anything on my skin!”
The outstanding performance of the sunscreen forced RC into action. “We had a formula that was better than any other sunscreen we had ever used. It wasn’t greasy, didn’t run in your eyes, worked better at preventing sunburn, and you couldn’t even tell it was on. The golfers on the LPGA loved it. They kept asking for more and more so we decided to start Aloe Up Suncare Products.”
Three decades later and millions of products sold to consumers all over the world, Aloe Up is the leading suncare brand in the sports, resort, spa and specialty markets worldwide. Aloe Up is sold in over 13,000 high end retail outlets and is not sold to discount stores. It is the top class sun and skin care company for outdoor enthusiasts and is featured at premium resorts such as Ritz Carlton, Four Seasons, The Grand Wailea, La Costa Resort and many more. “Aloe Up costs a bit more but it is the best formula you can get and it works so much better than the other products out there today” says owner Tom Whaley. “When it comes to suncare, you get what you pay for and why risk it with a low cost, low quality sunscreen that doesn’t perform well.”