Not the Norm - Natural Alternatives - About Us
We have hand-selected and developed a small range of products that truly make a real difference to peoples' lives.
All the products we sell are safe, natural and effective, and we will give you as much support as you need before, during and after your journey with us. Not only can the supplements and skincare products we have chosen to manufacture or distribute help transform your life, they often have a story too.
We work with small, independent businesses.
We prefer to work with small or family businesses with the same principles as our own to keep closer contact with the customer, build better relations with our suppliers and retailers, and keep costs lower for the consumer.
About the Founder of Not the Norm
With a background in Fine Art and then Reflexology, I put my busy London-based Reflexology practice on hold in 1997 to go traveling and then have my first child and be a full-time mum.
When my partner was unexpectedly made redundant I suddenly found myself without an income or any savings - and a 6-month-old baby. That was when I met Jerry Yamoa, who introduced me to a wonderful product that he claimed could transform the lives of people suffering from asthma and hay fever. Intrigued, I gave some of my friends and asthmatic clients Yamoa™ Powder to try out. The dramatic results they reported convinced me of the importance of this supplement.
I’d stumbled upon my mission: to help asthma and hay fever sufferers around the world by making Yamoa™ available to the world at large. With this in mind, from 1999 I spent the better part of two years at the computer each night, building early versions of what would become the Official Yamoa™ Website.
A few years of sleepless nights juggling motherhood and building a business from nothing (I started out with £30!), a couple of lucky breaks and a lot of perseverance later, and I'm progressing towards that goal. In the 18 years since I started with Yamoa™, many tens of thousands of people have been able to access and use it, and it's worked its charm on many, many lives.
Since the credit crunch in 2008 when I saw fit to diversify and started to expand the Not the Norm product portfolio, other unique, equally as effective and natural products are on board.
Worth a mention here are Pure, Non-Activated Hardwood Charcoal - our unique natural hardwood charcoal which is an effective but safe daily detoxing aid, and works wonders on digestive conditions; Arthromend™, our joint care food supplement which has even had people cancelling their replacement knee surgery it's that good and our most recent addition to the Not the Norm product range Shade All-Natural Sunscreen™, a simple but highly effective sunscreen which contains only 4 ingredients and has been found to be the only sunscreen families with sensitive skin have been able to use without any irritation at all!
If you have any questions about any of the product, or you are a business and want to open a trade account, please Contact Us - we'd love to hear from you!
Founder and Managing Director
Not the Norm Ltd, Units 1-3, 27 Bankside, Station Approach, Kidlington, Oxfordshire OX5 1JE.
Reg. Co. No.: 04728383
VAT Reg. No.: GB800114600
Shade™ is a mineral based broad spectrum sunscreen for every body - even those of you who are unable to use any other sunscreens.
There are no toxic chemicals, no unnecessary fragrances, no liquid polymers or microplastics that could damage your health or the environment!
Carefully selected ingredients
We use our favourite sustainable Coconoil™ unrefined virgin organic Coconut Oil which is also Soil Association certified.
Widely acknowledged as offering the safest, broadest-spectrum sun protection possible, we have used a pharmaceutical grade uncoated, non-Nano Zinc Oxide, which also has a cooling, slightly astringent, antiseptic, antibacterial and protective action on the skin, making Shade™ a perfect aftersun also.
We use a pure, sustainably-sourced unrefined beeswax which is completely non-toxic, locks in moisture, has excellent water-repellant properties and naturally nourishes the skin. In cosmetics, beeswax is an anti-inflammatory, antibacterial, anti-allergenic and a germicidal antioxidant making it a perfect sunscreen ingredient.
You can also find us at...
Frequently asked questions
1. Who is Shade suitable for?
2. How should I apply Shade?
3. What constitutes 'Apply Generously'?
4. How does Sun Protection Factor (SPF) actually work?
5. Does ShadeTM protect against UVA as well as UVB?
6. Does Shade leave a white cast on the skin?
7. Why do you only make an SPF25?
8. How can I trust that it's a really effective sunscreen?
9. What tests has Shade undergone?
10. Is Shade water resistant?
11. Is Shade tested on animals?
12. So what's so bad about commercial, chemical-based, sunscreens?
13. Is Shade reef safe/marine friendly?
14. What is Shade’s shelf life?
15. Why is it packed in a tin and not a bottle or a tube like other sunscreens?
Enoy the sunshine
- Regular price
- €4,95 EUR
- Regular price
- Sale price
- €4,95 EUR
- Unit price
Unrefined Organic Shea Butter*, Virgin Unrefined Organic Coconut Oil*, Non-Nano Zinc Oxide (18%), 100% Pure Unrefined Natural Beeswax
*Certified Soil Association Organic Ingredients
Store above 18 degrees centigrade to keep soft. High wax and oil content will otherwise make the product harder to apply if stored in colder temperatures.
Apply generously. Works immediately. Reapply regularly at least every 2 - 3 hours or after exposure to water or after sweating.
Please read our blog posts, "A Word of Warning about Natural Sunscreens" and 'The Three Variables of Sun Protection' for further information on how Shade™ works, and how to stay safe in the sun.
The "Bobbly" Ones
Want exactly the same product, but to pay less for it? Head over to our Waste Not, Want Not page.