Navy SEAL founded mineral based natural suncare company sets a new standard for sunscreen while driving social responsibility and environmental initiatives.

Amavara, an emerging leader in natural and reef-safe sunscreen products, has selected SMACK! Mediato drive public relations, communication and digital campaigns for the launch of their mineral based products. Founded by a former Navy SEAL, Amavara is dedicated to upholding the three main tenets of their company: Quality, Authenticity, and Family. Together with SMACK! Media, Amavara aims to educate audiences on ingredients and efficacy of sunblock and how suncare products affect the environment and eco-system.

Amavara has invented a technology that solves the biggest problems in the $11 billion global sunscreen market. Their new Overly Protective® formula is a natural zinc oxide sunscreen that feels both clean and cool, but without any harmful chemicals. Using a patent-pending formula that allows for a soft, smooth aesthetic, Amavara has “cracked the code” with their EarthWell ® Zinc Oxide Technology. Their non-nano zinc oxide is the first to truly go on transparent while simultaneously offering uncompromised protection from the sun’s UVA and UVB rays. Up until now, the reputation of zinc oxide based sunblocks is that that they are either greasy or pasty and hard to apply.


The Amavara Overly Protective® line is hypo-allergenic, non-comedogenic, has the highest rating for water resistance possible at 80 minutes, is dermatologist tested, pediatrician tested, and has successfully passed rigorous sensitive skin tests to deliver the highest technical performance across the full spectrum of categories by which sun care products are measured. No harmful ingredients are ever used. Amavara cracks the code by offering all of the protection of zinc oxide with the aesthetics of a luxury skincare line.

"The one thing that was powerful enough to pull me away from active duty was my family,” said Amavara Co-Founder and SEAL Teams member, Nick Norris. “Amavara was born out of a desire to provide superior skincare protection to our families, whom we love more than anything else. We couldn’t find a sunscreen that met our standards, so we created the one that did. We are excited to team with SMACK! Media team to share more about how our products are ideal for everyone from elite athletes that spend hours in the sun to parents looking to protect their kids from both the sun and harmful chemicals.”

Last month, the Environmental Working Group (EWG) released its 11th Annual sunscreen guide, which analyzed more than 880 beach and sport products. Research showed that roughly 73% of the products it tested either contained “worrisome” ingredients or did not offer the level of UV protection that they advertised. Additionally, Amavara’s launch comes at the heels of Hawaii’s ban of sunscreen with select chemical ingredients that are damaging the coral reefs.

“As an active mother of 2 boys who are also swimmers, sunblock is a staple in our house,” said Elisette Carlson, Founder of SMACK! Media. “I use mostly mineral products but find them to be tough to rub in. I tried Amavara while training on my bike and for daily use and loved that it rubbed in easily and transparent. Then I read more about the company founder and mission and loved how they are already supporting the Junior Lifeguards in Hawaii, as well as protecting our environment. My team and I are honored to be able to help share the mission, products and passion behind this company.”

The Amavara Overly Protective products are available online and include SPF 50 Facesticks, SPF 30 lotion, and SPF 50 lotion with Earthwell Zinc Oxide technology. www.amavara.com

About Amavara

Quality, authenticity, and family are the core pillars of Amavara, an emerging leader in mineral-based and reef safe Overly Protective® suncare products. Using a patent-pending formula that allows for a soft, smooth aesthetic, Amavara has “cracked the code” with Zinc Oxide through the use of their patented EarthWell ® Zinc Oxide technology. The result is the first zinc oxide sunscreen that won’t run when wet, is lightweight and blends seamlessly into the skin without leaving ghosting effects behind. Made with the highest quality ingredients, you will never find any harmful chemicals, parabens, or artificial colors here. Amavara products are hypo-allergenic, non-comedogenic, have the highest rating for water resistance possible at 80 minutes, dermatologist tested, pediatrician tested and have successfully passed rigorous sensitive skin tests to deliver the highest technical performance across the full spectrum of categories by which sun care products are measured. No harmful ingredients are used. Amavara is safe for you and safe for the environment. www.amavara.com

SMACK! Media

SMACK! Media is a national boutique Branding, Digital and Public Relation(ship)s® firm focused on authentic brands in the health, sports, fitness, and nutrition markets. We believe in genuine relationships, sweat-working, and being creative and competitive in everything we do. We practice what we preach and we love what we do. As a result, it’s not “work” for us, rather a challenge and dedication to deliver the most successful marketing and communications campaigns to build brand awareness, secure press placements, develop customer loyalty, and drive revenue for our clients.http://www.smackmedia.com/

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