In June 2014, frustrated with the lack of simple, all-natural suncreams on the market, I decided to do some research and came up with a really basic but what I believed would be really effective cream my daughter could use at school, given the requirements for her to have sun cream on at school on sunny days and outings.
When I realised how costly it was to make your own when you're sourcing premium quality natural, organic and unrefined ingredients, I wondered if it would be a formula other parents would like me to make for them too, if they also wanted to avoid the dangerous chemicals and irritants in mainstream suncream for themselves and their children.
I quickly came up with the name, astonished that it hadn't already been trademarked, and offered it to other parents to try, who loved it, and were happy to buy it! A new product was born, and six years later ShadeTM has sold amazingly well on my shop www.not-the-norm.com, has won a number of awards and been featured in an array of magazines and blogs, and is now sold through over 300 independent retailers across the UK and Europe.
What I'm most thrilled about is that it has helped many parents like myself to enable their children to enjoy the sun safely, avoiding harsh chemicals and bad skin reactions, when other sunscreens have failed to do this.