“The greatest luxury is living in a clean world.”
– Emma Kraft, Founder
Our Mission
Bluu exists at the intersection of luxury, science, and purpose. We are redefining what sunscreen can be—proving that beauty products don’t have to come at the expense of the planet. By merging advanced mineral science with uncompromising design, we protect not only skin but also the ocean systems that sustain life.
Our Founder
At sixteen, Emma Kraft asked a simple but radical question: Could sunscreen actually help the ocean instead of harming it?
That question became a mission—and a movement. After five years of collaboration with marine scientists and cosmetic chemists, Emma launched Bluu: the first sunscreen powered by Carbonate Technology™, designed to both protect people and restore the sea.
Emma’s story is one of persistence, curiosity, and vision. She represents a new generation of leaders—entrepreneurs who believe luxury can also mean responsibility, and that every choice we make leaves a ripple in the world around us.
Emma Kraft
Founder & CEO
“I created Bluu to redefine what it means to care—for ourselves and for the world around us. Bluu is about beauty and adventure without compromise. It’s for those of us who believe that luxury can be purposeful, and that the small choices we make each day can shape a healthier, more beautiful future.”
Emma recently graduated from UC Berkeley’s Haas School of Business, where she focused on the intersection of product innovation and environmental impact. Raised in Boulder, Colorado, she’s a lifelong nature lover and changemaker. In addition to leading Bluu, she serves as Strategic Partnerships Manager for Dragonfly Health Media, sits on a youth entrepreneur advisory board, and was a youth delegate to the United Nations. She also completed the Berkeley StEP Business Accelerator.
Our Philosophy
At Bluu, we hold true to a simple belief: luxury and impact belong together.
Beauty & adventure without compromise.
Conscious luxury.
A formula with nothing to hide.
We don’t chase trends—we create change. Every formula, every package, every partnership is designed with clarity, integrity, and ocean-positive purpose
Our Team & Collaborators
Bluu is more than a brand. It’s a collaboration between visionary founders, leading scientists, and trusted advisors.
SCIENCE ADVISORY
Dr. Chris Sabine
World-renowned oceanographer, Nobel Peace Prize-winning IPCC contributor.
Jeffrey Lewis
Cosmetic chemist behind some of the most trusted natural and baby care products. “This has been my biggest challenge in 18 years of formulation.”
Dr. Melissa Melendez
Director of OAE Research at the University of Hawai‘i, advancing breakthrough reef science.
BUSINESS ADVISORY
Nova Covington
Clean beauty pioneer, Founder of Goddess Garden Organics.
Paul Halter
Strategic advisor in regenerative product innovation.
Connie Fong
Branding and retail leader, Sephora alum.
Together, this circle of collaborators is shaping a new era of sun care—luxury designed for people who want beauty, impact, and legacy.
Paint Your World Bluu
Pre-order now and get our signature Bluu Body Paint Pen ($18 value)—perfect for beach day flair, playful protection, and touch-ups on the go.