At Not The Norm, we don’t chase trends or fill shelves for the sake of it. Instead, we carefully hand-select and develop a small range of products that genuinely help people in their everyday lives. Everything we offer has been chosen because it works, because it’s made with care, and because it aligns with our values. With more than 25 years of trading experience behind us, we remain proudly independent and deliberately small. That allows us to focus on what matters most: innovation with purpose, natural ingredients, sustainability, and thoughtful customer care. We challenge convention where it makes sense, choosing effectiveness and integrity over marketing hype.

Our Shade All-Natural Sunscreen is a perfect example of this approach. With a simple, four-ingredient formulation and a strong environmental ethos, it has become a trusted choice for families and those with sensitive skin and has been recognised as one of the UK’s top ethical sunscreens been recognised as one of the UK’s top ethical sunscreens by Ethical Consumer Magazine. It’s practical, gentle, and made without compromise  - just as we believe good products should be. We’re also proud to have partnered with organisations whose values mirror our own, including Amnesty International, the Eden Project and National Geographic. These collaborations reflect our belief that business can (and should) contribute positively to the world beyond its own walls.

We know that trust is earned, not assumed, and we work hard to honour it in every interaction. From thoughtful packaging to prompt, personal support, our commitment to customer care runs through everything we do  - something our reviews consistently reflect.

Our products that are effective, ethical and considered, created by people who care deeply about what they do.

If you have any questions, would like advice, or are interested in opening a trade account, we’d love to hear from you.

Supporting Not the Norm means supporting a small, independent business built on care, experience and a genuine commitment to wellbeing.