Back in June 2014, I found myself with a dilemma: the hunt for a simple, all-natural sunscreen for my daughter to use in school wasn't yielding any results- ingredients lists as long as my arm, and chockful of chemicals I didn't trust. Frustration set in, but instead of giving up, I decided to take matters into my own hands. After a bit of digging, I came up with a basic yet promising sunscreen formula that ticked all the boxes.

But sourcing premium quality natural, organic, and unrefined ingredients came with a hefty price tag, and I ended up buying in bulk and wallowing in too much product! 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 brand name wasn't already taken! Parents who gave it a shot loved it and were more than happy to buy some for themselves.

Fast forward 11 years, and Shade has become an iconic brand. It's one of the shining stars of my store, not-the-norm.com, racking up awards and earning its spot in magazines and blogs alike. And now? It's now available in over 400 independent retailers across the UK and I've also launched it in Europe under the brand name RoKai.

But you know what truly makes me happy? The knowledge that Shade has made sun safety a breeze for countless parents and their kids, sparing them from harsh chemicals and skin reactions when other sunscreens have failed them.

If you use Shade and love it, please get back to me with your feedback and spread the word. Let's revolutionise the sunscreen industry one tin at a time! :o)

Tania

Founder & Managing Director
Not the Norm Ltd