Arturo, our founder, grew up around skin cancer. His mom battled melanoma and his dad has had more Mohs surgeries than anyone should have to count. As a longtime patient of dermatologist Dr. Gigler, the two kept coming back to the same observation: most men are completely clueless when it comes to skincare and SPF. And their kids? Forget about it. Arturo saw it in his friends, who wore sunburns like badges of honor. 

Dr. G saw the consequences in her clinic.
 

One day, Arturo joked: "We should start a men's sunscreen brand called 4-Skin — because men are d*cks and they need to cover up." The lightbulb went off. Maybe humor was the missing ingredient. Well, humor and better products.

Because everything out there was designed for women, hardcore athletes, surfers, coral reefs, the 5-step ritual guy who'd rub placenta on his face if it made him look one day younger, or guys on vacation. Nobody was looking out for the everyday guy, every day — the one worried about his fantasy lineup, trying to shoot under 100, or staying "fit" by switching from IPAs to hard seltzers.

So they teamed up. Dr. G's expertise in dermatology and Arturo's experience building brands (and questionable humor) combined to create a company that talks to men in a way they'll actually listen to, with products that leave no excuses. The mission hit even closer to home when Dr. G later diagnosed Arturo with skin cancer and performed Mohs surgery on him (just like his father).

Message received. Mission cemented.