Hi, my name is Tania Wedin and my background began in Fine Art, before I trained and ran my own busy practice as a Reflexologist in London. In 1997, life took a new direction when I stepped away from my practice to travel, and a year later, to become a mother. When my partner was suddenly made redundant, we found ourselves with no income, no savings, and a six-month-old baby  - an unexpectedly daunting place to be!

It was during this time that I was introduced to Yamoa™ Powder by Jerry Yamoa, a natural product traditionally used to support asthma and hay fever sufferers. I shared it with friends and some of my ex-clients whom I knew had respiratory allergies, and the feedback was extraordinary. People were experiencing genuine relief, and word spread quickly. What began as a simple desire to help others soon became a mission. In 1999, working late nights at the computer while raising my baby, I launched what would become the official Yamoa™ website. Over the next 27 years, people around the world would benefit from the product, a journey shaped by persistence, adaptability and a belief in doing things properly.

Following the 2008 credit crunch, I expanded Not the Norm’s range to include other carefully chosen natural products with equally strong track records. These include our Pure, Non-Activated Hardwood Charcoal, valued as a gentle daily detox; Arthromend™, a joint support supplement; and CDQZ Immune Support. In 2016, when school wanted my daughter to take a sunscreen in with her, I couldn't find one I was prepared to put on her skin, so Shade All-Natural Sunscreen was born. Since then we have rebranded as RoKai for the European market.

Every product we offer has earned its place through results, integrity and the trust of those who use it, and we hope you will be happy with your experience with us too.

Tania Wedin

Founder