Not the Norm Ltd is an independent UK company founded with the aim of creating natural products that improve lives while respecting environmental and social responsibility.

We are intentionally small. Our size allows us to maintain close oversight of our supply chain and operate with integrity rather than scale-driven compromise.

Ethical Sourcing & Supplier Standards

We prioritise UK-based independent and family-run suppliers wherever possible.

Suppliers are selected based on:

• Product quality and reliability
• Fair and realistic pricing
• Transparency
• Demonstrable ethical standards
  
  

For larger suppliers, documented workers’ rights and ethical policies are required. We do not engage with suppliers who cannot demonstrate responsible labour practices.

We expect:

• Compliance with applicable laws
• No forced or child labour
• Safe working conditions
• Fair pay in line with national standards
• Transparency in sourcing and operations
  
  

Although below the UK Modern Slavery Act reporting threshold, we do not tolerate forced labour or human trafficking in any part of our supply chain.

Sustainable Product Development

Across our product ranges, including Shade and RoKai mineral sunscreens, we prioritise minimal formulations and responsible ingredient selection.

We avoid:

• Microplastics
• Synthetic chemical UV filters linked to marine damage
• Palm oil and derivatives
• Unnecessary synthetic additives
  
  

We favour organic and unrefined ingredients where possible to reduce processing impact.

Packaging & Waste Reduction

We actively reduce packaging impact:

• No single-use plastic in Shade and RoKai sunscreen packaging
• Recyclable aluminium tins
• Recycled-content cardboard outer packaging
• Reuse of shipping materials
• Participation in Extended Producer Responsibility (EPR) schemes
  
  

Our focus is practical waste reduction and material circularity.

Environmental Stewardship

Our environmental responsibility centres on:

• Protecting natural resources
• Avoiding chemical and plastic pollution
• Maintaining short supply chains
• Supporting biodiversity initiatives
  
  

We support woodland restoration and tree planting initiatives because habitat protection and ecological balance are important in their own right.

Animal Welfare

We have never, and never will, test products or ingredients on animals.

We operate a fixed cut-off date of 11 March 2013 and have never knowingly sourced ingredients tested on animals before or since this date.

This policy applies to both our own-brand and retailed products.

Tax Transparency

Not the Norm Ltd:

• Is UK registered
• Has no subsidiaries or offshore entities
• Does not use tax havens
• Complies fully with UK tax law
  
  

Continuous Improvement

Responsible business is an ongoing process. As we grow, we aim to strengthen transparency, refine policies and further reduce environmental impact where feasible.

Contact and Accountability

If you have any questions, concerns, or suggestions about our ethical policy or practices, please get in touch.

Tania Wedin
Founder & Managing Director
Not The Norm Ltd
(Established 1999 | Incorporated 2003)