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The ShadeTM Story

Back in June 2014, I found myself hitting a wall: the hunt for a simple, all-natural sunscreen for my daughter wasn't yielding any results. Frustration set in, but instead of giving up, I decided to take matters into my own hands. After a bit of digging, I whipped up a basic yet promising cream for her school days under the sun.

But here's the kicker: sourcing premium quality natural, organic, and unrefined ingredients came with a hefty price tag. That got me thinking: would other parents be interested in this too? It turns out, they were. And just like that, Shade™ was born. Surprisingly, the name wasn't already taken! Parents who gave it a shot loved it and were more than happy to snag some for themselves.

Fast forward six years, and Shade™ has become a household name. It's the shining star of my shop,, racking up awards and earning its spot in magazines and blogs alike. And now? It's not just mine—it's available in over 400 independent retailers across the UK and I'm now launchng it in Europe as RoKai™.

But what truly warms my heart? Knowing that Shade™ has made sun safety a breeze for countless parents and kids, sparing them from harsh chemicals and skin woes when other sunscreens fell short.

If you use Shade™ and love it, please get back to us with your feedback! I'm trying to revolutionise the sunscreen industry here! :o)

Tania Wedin

Founder & Managing Director

Not the Norm Ltd

As featured in The Green Parent Magazine


ShadeTM was conceived to take us back to a time when life was simple, and our exposure to dangerous chemicals through personal care and household products was limited. Nowadays, there are too many dangerous chemicals that have found their way into mainstream sunscreens, and they in turn have found their way through your skin – into you! If you’re trying to avoid skin cancer, why use chemicals which are proven to cause it?

To us, that simply doesn’t make sense.

At an ideal SPF25, with only 4 ingredients to moisturise and protect skin from the broadest spectrum of damaging UVA and UVB rays, ShadeTM has been developed to keep your skin naturally healthy whilst reflecting 96% of rays that can damage it – and threaten your health.

There is no doubt that we need to protect our skin from the sun, but by the same token, we need some sun to generate an essential nutrient which helps to prevent cancer - Vitamin D. Getting sun is the only way our bodies will make it for ourselves, so our advice is to spend some sensible time in the sun, make use of hats and light clothing BUT if you can’t avoid prolonged exposure, ensure you take your ShadeTM with you!

Please see our FAQs for guidance on using ShadeTM effectively.

Interested in buying ShadeTM?