Take four natural ingredients ...

We've sourced and perfectly blended a combination of the most natural moisturising and sun-resistant ingredients we could find to make this highly effective sunscreen. 72% organic, unrefined and non-Nano, it's perfect for sensitive skin.

Shea Butter

We've used 100% natural, Soil Association certified organic  unrefined Shea Butter in our formula. Known to be exceptionally good for your skin, we knew Shea would have to be an essential ingredient in ShadeTM!


Completely non-toxic, beeswax locks in moisture, has excellent water-repellant properties and is a naturally nourishing moisturiser as well as being an anti-inflammatory, antibacterial, anti-allergenic and a germicidal antioxidant. We have selected premium pure, unrefined beeswax for ShadeTM.

Zinc Oxide

Widely acknowledged as offering the safest, broadest-spectrum sun protection possible, we have added a premium quality uncoated, non-Nano Zinc Oxide, which also has a cooling, slightly astringent, antiseptic, antibacterial and protective action on the skin, making ShadeTM a perfect aftersun also. Read more 

What we haven't added ... and our guarantee

We haven't added any of the suspect or undeniably dangerous ingredients found in many commercial sunscreens such as:





Retinyl palmitrate



Artificial perfumes 



We are proud to guarantee that

ShadeTM is 100%:

Non toxic - non-nano

100% natural

Safe for all skin types

Effective - tested to EU standards

Not tested on animals

Our philosophy ...

ShadeTM was conceived to take us back to a time when life was simple, the sum total of our personal care products boiled down to toothpaste, shaving cream, shampoo and a bit of make-up for mum and our exposure to dangerous chemicals through these products was limited. ..

Does what it says on the tin!

Contact us


01865 355515


+44 1865 355515

Or write to us here


We'd love to know what you think!

Order yours now

from £3.75

As featured in The Green Parent Magazine


RoKai® All-Natural Sunscreen

We have rebranded ShadeTM for our European friends! Labels conveniently translated into 14 European languages.

Check our stockist list to find a retailer in your area!

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© 2014 - 2019 Not the Norm Ltd

“Brilliant and so simple.”

“All in all this product is a win win win.“

"Love this product. It's the first sunscreen my little boy isn't allergic to."