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A Word of Warning about Natural Sunscreens...
The headline for this blog post may surprise you coming from the manufacturer of Britain's most simple, natural sunscreen brand, Shade™ All-Natural Sunscreen, but it's important information you need if you are going to undertake to switch from a chemical to a natural formula.
I'm writing this post now whilst wrapped up in a scarf and Norwegian cardigan after watching my daughter and friends swimming in the icy waters of Bantham Beach, just a few hours after reading our first scathing review of Shade™ on Amazon.
Whilst thinking about all those families who have bought Shade™ and who may already be enjoying, or about to enjoy far warmer weather than I am, I have been considering the kind of response which would benefit not only the writer of the review, but anyone else who reads it. Obviously it's quite an alarming warning: the family in question having been considerably burnt are of course very upset, and wanted to put everyone else off purchasing the product, which is completely understandable if you put complete faith in something which is then perceived to let you down. On balance though, many, many more reviewers are exceedingly happy with the product, and for many it's been a 'godsend' enabling them to enjoy the sun when before they couldn't due to adverse reactions to other sunscreens.
To save you the trouble of seeking out the review, I shall post it here:
Here is my response:
"Thank you for your review.
To date we have only had 3 people complain about burning when using Shade™ for their sun protection. Invariably it has transpired that they have not used Shade™ appropriately, for example, they have relied on it for long periods in the sun while constantly in a pool during the height of the day. We highly recommend people avoid exposure during the hours of 11am and 3pm when the sun is at its strongest - Shade™ is not a sunblock and it's not waterproof, and shouldn't expect to be used as such.
Understanding Sun Protection Factor (SPF)
SPF25 means that it will take up to 25 times longer to burn when you use it than you would if you were to not use anything in the same environmental conditions.
Many people think that by simply reapplying frequently their sun cream (whichever brand) will allow them to stay in the sun for longer and longer. This is not the case, and is a common misconception.
Also, SPF25 means that the protection is 96% - that also means that 4% of rays are still reaching the skin. Unlike many chemical sunscreens, Shade™ does not contain burn inhibitors which switch off the burning sensation. If you feel you are beginning burn, it's your body's warning to you that you have been exposed for too long, and the sensible approach is to cover up by wearing clothing or move out of the sun altogether. Applying more sunscreen only ensures you are still covered for the original 25x timeframe - it does not extend the amount of time you can stay in the sun - those 4% of rays are still doing their damage. It's important that you listen to your body and its signals - the danger of sunscreens that contain burn inhibitors is that the damage is still being done, but you just can't feel it - a bit like taking painkillers that mask the pain - ignoring the body's messages that there is a problem does not resolve the problem.
What constitutes 'adequate coverage'?
Any sunscreen should be applied adequately - approximately one shot glass full of sunscreen per average adult body is considered appropriate for full coverage, half a teaspoon's worth for a face - that seems a lot, but when you halve this amount and use less than required, you are actually square-rooting the SPF rendering an SPF25 for example into an SPF5; an SPF50 into SPF7! So shying away from the 'whiteness' which is the zinc oxide active ingredient layer, means you are minimising the efficacy of the product. Many people are not aware of this, and unfortunately are more concerned about how they look than how they are using their sunscreen, but this is crucial if you are going to rely heavily on your sunscreen to protect you.
Please also realise there are factors which can make skin more vulnerable to the sun's rays, such as certain medications, and other factors such as reflective surfaces, for example water, snow (intensifies rays by and extra 80%!), even grass, and pavements have reflective properties, and altitude intensifies exposure also.
As you will see from the other reviews, we have many customers who are more than happy with Shade™: for many it's the only sunscreen they can use due to allergies to other sunscreen ingredients and has been tested to EU standards on human subjects in laboratory and real conditions. It is proven to work as a safe and effective broad spectrum SPF25 sunscreen when used appropriately. I am sorry in your case that you are not happy with the product. I have offered to discuss your experience with Shade™ in a private communication but have as yet not heard from you. Please do call me or give me permission to call you on the mobile number provided with your order. I would like to understand where things went awry for yourself and your family.
I sincerely hope this negative review will help people understand more about sunscreens, SPF, and their own responsibility to listen to their bodies and take greater precautions while exposing themselves to a very dangerous sun."
My Personal Stance on Using Sunscreens
I don't know if you're like me, but when I undertake to do something that could be considered risky, I assess the risk and seek to find the most appropriate way of mitigating the risk, but above all, if I perceive the risk to be high and decide to do it anyway, then as far as I'm concerned I take full responsibility for the actions I am about to take. It's a bit like choosing to ride a bike on a road, you have to understand that what you are about to do is life threatening, and no precautions you take will ever be sure to take all the risk away. Should anything serious happen to you while cycling on a road, you have to take responsibility for having been there and placed yourself in danger. Yes, some other people may be involved in the accident, but you certainly would not have been hurt if you'd stayed at home on your sofa! You can't blame everyone else for something bad happening to you when you've chosen to take the risk.
The sun is the same. It's a known risk to your skin and ultimately your health. Staying out of it is the only way to be sure it won't burn you, and I have admittedly little compassion for people who allow themselves to get burnt, ignoring the warning signs, not understanding SPF and the way sunscreens work and their limitations. By the very fact you are stepping out into the sun with suncream on, you are acknowledging you are doing something you need to protect yourself from, and therefore you are tacitly accepting responsibility for your decision.
If you've read this article and you don't agree with me, then please don't purchase Shade™ or any other natural mineral non-Nano sunscreen. Instead, choose a high factor chemical suncream with burn inhibitors.
Here's hoping that whatever choices we make for ourselves and our families, they turn out to be the right ones!
Tania Wedin
Founder and Managing Director
Not the Norm Ltd
Shade™ All-Natural Sunscreen is available to purchase on Amazon.co.uk or through us directly here.
The Lobsters vs. the Warmongerers

It's summertime here in Blighty, and the season of silliness when it comes to acting irrationally about the sun is clearly upon us.
We seem to be a nation of extremes...either people are exposing themselves and turning into lobsters on the beach or coating themselves in SPF50 and declaring all-out war on daylight, donning ridiculous hats, long-sleeved tops and glaring at the sun as if it's the personification of cancer itself.
In my family...
as we don't get away much because I run my own business, the presence of the sun is highlighted by the letter from primary school that we should now be slathering our kids in sunscreen before they come to school, and supplying them with ample cream to get them through the day.However, if I'm expected to be plastering stuff all over my kids' largest organ on their bodies - their skin (which we all know is magnificently porous) - then I want to know what's in it, and will it do them any harm?
But Don't we Really Need Sun?
It's well-acknowledged that we require a certain amount of sun exposure in order to manufacture our essential vitamin D stores. Or is it? Something the vast number of the population are unbelievably deficient in, which is linked to higher cancer rates and other diseases, is not being shouted about in the mainstream. Why? My theory is that if were all to learn just how important our Vitamin D levels were to our overall health, we'd all be demanding tests from our doctor at the expense of the already stretched NHS.So Why the Soaring Skin Cancer Rates Since Sunscreens were Approved?
Since the introduction of sunscreens the incidence of skin cancer has grown exponentially. Why? Well, perhaps it's a combination of more people feeling they can confidently expose themselves to the sun because they've plastered themselves in this new magic cream that will protect them, together with the fact that these sunscreens are themselves laden with toxic carcinogenic chemicals.Damned if you Do, Damned if you Don't?
It would appear so, wouldn't it? Well, actually, no. It is actually possible to strike a healthy balance between getting enough sun exposure to satisfy your body's need to make Vitamin D, and not exposing your skin to damaging UV rays. People are wising-up and ethical and natural companies have taken it upon themselves to research ingredients to find natural, harmless and even health-promoting ingredients to make the time that you do have to spend in the sun safe all-round.
It's All About Balance
The balance therefore is moderation, as with all things: spend time in the sun when the sun's at its least strong, i.e. not between the hours of 11am and 3pm, to give your skin the chance to synthesise its essential stores of vitamin D, and if you do have to spend an inordinate amount of time in the sun, use light protective clothing and a natural sunscreen like Shade™ All-Natural Sunscreen, which has only 4 carefully selected ingredients to offer you the broadest range of sun protection, whilst at the same time conditioning and moisturising your skin and most importantly NOT dosing you or your kids up with dangerous chemicals.
So Who Wins?
I like to think that with Shade™, I have found a truce for the battle between the Lobsters and the Warmongerers. Something that allows sun-seekers to safely get the sun they crave, but that also helps to eliminate the fear from the those who believe the sun's very emergence from behind those clouds is a major threat to their health. For more information about Shade™ go to our dedicated website www.shadecream.com
Thank You!
I would like to reward you with having made it to the end of my blog post, and offer you a 20% discount on your first tin of Shade™ All-Natural Sunscreen. Just enter the code LOBWAR at checkout when you order, and the discount will automatically be applied. And don't forget, I'm here if you have any questions about any of the products on this site, and please review Shade™ when you have used it!Tania
Founder and Managing Director
Not the Norm Ltd
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