Ocean adventure and apparel brand Everyday California has detailed a new collaboration with LMF industries, a licensing firm specialising in luxury and lifestyle brands.
Under the new partnership, Everyday California will take its lifestyle brand into sun care and beauty with the launch of an ocean and reef-safe product line.
Marking its first foray in to skincare, Everyday California products will be developed from environmentally friendly, safely-sourced ingredients and will be available at the Everyday California flagship store, online and in select retailers next spring.
Founded in 2010, Everyday California offers kayak tours, surf and stand-up paddleboard rentals and ocean equipment at its flagship La Jolla Shores location, as well as a range of apparel and accessories.
In addition to its past collaborations with Flip Flop Shops and Cobian, Everyday California extended the brand earlier this year by launching the popular Everyday California IPA through its partnership with the San Diego-based Resident Brewing.
The new deal with LMF Industries is its latest collaboration and is designed to bring sustainable sun care and beauty products to the market. It is in line with the company’s continuing efforts to support those that protect and save the environment.
Everyday California currently partners with 1% For the Planet to donate one per cent of profits to preserving the planet.
“Creating high quality experiences and products, while sustaining the environment is essential to our business,” said Christopher Lynch, co-founder and managing partner at Everyday California.
“We’re fortunate to find a great partner who will not only help us to get into the su care and beauty category, which is a natural extension for our brand, but also ensure that we are using the best possible ingredients that are great for our customers and the ocean.”
Created with gluten-free, paraben-free and mineral oil-free ingredients, the sun care and beauty products will be reef-friendly and naturally-scented, designed to keep both consumer and oceans safe.
The range will include sunscreen, lip balm with SPF protection, mineral face lotion, bronzing sticks and more.
“We are thrilled to collaborate with Everyday California on bringing this sustainable sun care and beauty line to the market,” said Scott Feiner, president of LMF Industries.
‘The new line is a natural extension to the Everyday California brand, encompassing the California lifestyle.”
The deal was drafted by Coastal Limited, a firm that specialises in brand development programmes.
“We work hard to bring the California lifestyle and spirit to people all over the world, and this partnership commits to sourcing natural and sustainable ingredients that cause our oceans no harm,” added Michael Samer, co-founder and managing partner at Everyday California.