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.
At Not the Norm Ltd, with over twenty-five years of trading experience, our dedication to innovation, sustainability, and exceptional customer service is unwavering. We pride ourselves on curating and crafting products that challenge norms, using natural ingredients and prioritising effectiveness. Our Shade All-Natural Sunscreen, celebrated for its formulation excellence and eco-friendly approach, has garnered accolades, including being recognized as one of the UK's top ethical sunscreens by Ethical Consumer magazine.
In addition to our commitment to quality, we've forged partnerships with esteemed organisations such as Amnesty International, Eden Project, and National Geographic. These collaborations underscore our shared values of environmental stewardship and social responsibility. By joining forces with like-minded entities, we're able to amplify our impact and contribute to positive change on a global scale.
Our dedication to excellence extends beyond product development; it's ingrained in every interaction with our customers. Glowing reviews on platforms like Trustpilot attest to our unwavering commitment to providing outstanding customer service. With a rich history of innovation, ethical sourcing, and community engagement, we're proud to lead the way in redefining industry standards and paving the path towards a more sustainable future.
About the Founder of Not the Norm
With a background in Fine Art followed by Reflexology, my journey took an unexpected turn in 1997. I paused my bustling London-based Reflexology practice to embark on a period of travel and then to embrace the joys of motherhood with the arrival of my first child.
Life took an unforeseen twist when my partner faced sudden redundancy, leaving us without income or savings to rely on, with a 6-month-old baby in tow. It was during this challenging time that I crossed paths with Jerry Yamoa, who introduced me to a remarkable product promising transformative relief for asthma and hay fever sufferers – Yamoa™ Powder.
Intrigued by the potential, I distributed Yamoa™ Powder to friends and clients afflicted with asthma, and the remarkable testimonials affirmed its efficacy. This discovery ignited my mission: to make Yamoa™ accessible to those in need worldwide. Thus, in 1999, I embarked on countless nights at the computer, laying the groundwork for what would evolve into the Official Yamoa™ Website.
Through the years, navigating the balancing act of motherhood and entrepreneurship with scant resources, with a healthy dose of perseverance, I made strides toward my vision. Over the span of 25 years with Yamoa™, tens of thousands have benefitted from its transformative effects, shaping countless lives.
In response to the 2008 credit crunch, I seized the opportunity to diversify, expanding the Not the Norm product line-up with equally unique and effective natural remedies. Among them is our Pure, Non-Activated Hardwood Charcoal – a gentle yet potent daily detox aid, and Arthromend™, a joint care supplement hailed for its efficacy, even prompting individuals to postpone knee surgeries.
Shade All-Natural Sunscreen™ embodies simplicity and effectiveness, featuring only four ingredients and earning acclaim as the go-to sunscreen for families with sensitive skin. CDQZ Immune Support is also a pivotal addition to the Not the Norm product family.
If you have inquiries about our products or wish to open a trade account, please don't hesitate to contact us. We await the opportunity to connect with you and share our passion for wellness.
Tania Wedin
Founder and Managing Director
Not the Norm Ltd, 635 Bath Road, Slough, Berkshire, SL1 6AE.
Reg. Co. No.: 04728383
VAT Reg. No.: GB800114600
Why Shade?
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.
Product Features
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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
- $6.00 USD
- Regular price
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- Sale price
- $6.00 USD
- Unit price
- per
Ingredients:
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.
Application:
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.