ABOUT NOT THE NORM

The story of Not the Norm began in 1999, when our founder, Tania Wedin, crossed paths with a Ghanaian man named Jerry Yamoa. Jerry spoke passionately about a powerful natural remedy his grandmother had used back in Ghana—a unique supplement for people struggling with respiratory issues. He hoped to introduce this remarkable product to the Western world but found himself up against the indifference of large pharmaceutical companies, who failed to see its potential.

Curious, Tania decided to try Yamoa™ Powder with a few of her reflexology clients suffering from asthma, not expecting much. But the results were extraordinary—their feedback was so transformative that it sparked Tania’s lifelong mission: to share Yamoa’s remarkable benefits with a wider audience. She dedicated her time to building a website and spreading the word, ultimately establishing the Official Yamoa™ Powder Website and founding Not the Norm in 2003.

In 2014, Tania expanded Not the Norm’s vision by launching Shade™ All-Natural Sunscreen, a product that has since received multiple awards and steadily grown in popularity, fuelled largely by word of mouth. Today, Shade™ is proudly stocked in independent health stores across the country, becoming a trusted name in natural skincare. Shade™ has now also been launched in Europe as the brand RoKai™.

Our journey has been a labour of love, driven by the belief in simple, natural solutions for better health.