I’ve got some exciting news:

Shade All-Natural Sunscreen has been awarded Ethical Consumer Magazine’s Best Buy label.

And honestly, this one means a lot to me.

Because from day one, Shade has been about creating sunscreen differently.

Not just “natural-looking” sunscreen.
Not just “eco-branded” sunscreen.

Actually different.

What Is Ethical Consumer’s Best Buy Label?

Ethical Consumer is one of the UK’s best-known independent ethical ratings organisations. They research products and companies across a huge range of categories and only award their Best Buy label to products that meet high ethical standards.

Importantly, they don’t just review the ingredients.

They also look at:

• Environmental impact
• Packaging
• Animal welfare
• Corporate ethics
• Sustainability practices
• Transparency
• Supply chains

So when a product receives a Best Buy recommendation, it means the company behind it has been assessed too.

That’s why this recognition matters so much to me.

Why Shade Was Created

Shade began with a pretty simple question:

Why can't I find a simple, effective sunscreen to put on my daughter's skin, that I can trust to protect it, and that won't damage the environment?

There were so many sunscreens full of ingredients I can barely pronounce, packaged in disposable plastic, and marketed with vague “reef friendly” claims. Not one was I prepared to use.

I thought there had to be a simpler, more honest alternative.

So I made one.

Shade uses only four ingredients:

• Non-nano zinc oxide
• Organic shea butter
• Organic coconut oil
• Beeswax

That’s all.

No chemical UV filters.
No aerosols.
No synthetic fragrances.
No unnecessary extras.

Just broad-spectrum mineral sun protection made with ingredients chosen for both effectiveness and simplicity.

Better for Skin. Better for the Planet.

I also wanted Shade to reduce unnecessary environmental impact wherever possible.

That’s why I package it in reusable and recyclable metal tins instead of plastic bottles.

And it’s why I avoid controversial sunscreen ingredients like oxybenzone and octinoxate, which have faced growing criticism over their environmental impact.

For me, sustainability shouldn’t be an afterthought added during marketing meetings. It should be part of the design process from the very beginning.

Independent Recognition Matters

There are a lot of sustainability claims in the skincare world.

That’s why independent organisations like Ethical Consumer are so important.

Their Best Buy label helps people cut through greenwashing and identify products that genuinely align with stronger ethical and environmental standards.

I'm proud that Shade has been recognised as one of the top recommended ethical sunscreen choices in the UK.

And I'm incredibly grateful to everyone who’s supported Shade so far - from first-time customers to people who’ve been carrying a tin of Shade in their backpack, beach bag, glovebox, or hiking kit for years.

This award belongs to all of you too.

Learn more about Ethical Consumer’s Best Buy label:
https://www.ethicalconsumer.org/best-buy-label