SPF25 All-Natural Sunscreen - 100ml

NaturalOrganicPlastic FreeBritish
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This unscented, all-natural SPF25 sunscreen is a healthy, non-toxic choice especially formulated for those with skin that often reacts badly to the chemical ingredients found in mainstream sunscreens (many of which have unbelievably been found to be carcinogenic!). It is a great plastic free option, and is perfect for travel too, saving on packing space and is not subject to liquid restrictions. One final benefit - as the cream doesn't melt, it just softens, it won't leak from the tin unlike some bottled sun creams that you find have exploded in your suitcase with the aircraft's pressure!

Shade contains only four simple, natural ingredients - unrefined certified organic shea butter and coconut oil for their natural moisturising and nourishing properties; beeswax to offer a protective layer on the skin and to act as an anti-inflammatory; and zinc oxide - widely acknowledged as offering the safest, broadest-spectrum sun protection possible. Zinc oxide also has a cooling, slightly astringent, antiseptic, antibacterial and protective action on the skin, making this sunscreen a great aftersun too.

Unlike many chemical sunscreens, Shade does not contain burn inhibitors which switch off the burning sensation the body produces when skin has been exposed to the sun too long. SPF25 means that the protection is 96% - but that does mean that 4% of rays are still reaching the skin. The '25' means that you are protected approximately 25 times the length of time it would normally take your skin to burn, under the same environmental conditions, without any protection whatsoever. If you feel you are beginning burn, it's your body's warning that you have been exposed for too long, and the sensible approach is to cover up by wearing clothing or move out of the sun altogether as applying more sunscreen only ensures you are still covered for the original 25x timeframe and does not extend the amount of time you can stay in the sun. It might be a good idea to check out an interesting article written by the producer before switching from a mainstream chemical formula. It explains the limitations of natural sun creams and can be found by clicking on the 'About the Brand' tab above.

Directions for use:
If the sunscreen is cold it will be quite firm. Rub it vigorously with warm fingertips to make it softer, or scoop some out of the tin and warm it between your hands, then apply generously to the skin at least 15 minutes before exposure to the sun. Reapply regularly, particularly after exposure to water or after sweating. 'Applying generously' means approximately a teaspoon for an adult face, and a shot glass full for an adult body. Please be aware that putting an inadequate amount of sunscreen on effectively square-roots the SPF - so an SPF50 is rendered an SPF7, and a SPF25 would be an SPF5!!

It is possible that Shade will leave a white cast on the skin as the non-nano zinc oxide sits on it as a physical barrier rather than being absorbed into the bloodstream. Although this is not always the best look, it is the active ingredient that defends skin from UVA and UVB rays, so you can rest assured it is the very safest and healthiest form of protection in a sunscreen.

Made in the UK from 100% natural ingredients. Comes in a reusable and recyclable aluminium tin with screw on lid.

Even though Shade is completely natural, it is still at its best for up to a year after opening. If the expiration date is looming and it's the middle of winter, just use up the cream for its wonderful moisturising properties. It is great for itchy skin or patches, insect bites or stings and even as a fantastic lip salve!

Suitable for all skin types.

Approximately 3.5cm high x 7cm diameter.  100ml.


Shades sunscreen contains 72% certified organic ingredients. The virgin coconut oil and unrefined shea butter used in this product are both certified organic by the Soil Association.


Made from 100% natural ingredients. Safe for all skin types and tested effective to EU standards. Not tested on animals. The active ingredient zinc oxide is cosmetic grade and non nano meaning it’s particles are not small enough to penetrate into skin. So, non-nano is safer.


Shade is made by Not the Norm who is based in the beautiful city of Oxford, UK.


Organic unrefined shea butter, organic virgin coconut oil, 100% pure unrefined natural beeswax, zinc oxide 99.9% pharmaceutical grade, highest purity available.

Shade All-Natural Sunscreen is produced by Not The Norm Ltd, a British company founded by Tania Wedin. With a background in fine art and then reflexology, Tania put her busy London-based reflexology practice on hold in 1997 and went travelling, had her first child and became a full-time mum.

When her partner was unexpectedly made redundant, Tania suddenly found herself without an income or any savings - and a 6-month-old baby. This is when she met Jerry Yamoa, who introduced her to a natural supplement that claimed could transform the lives of people suffering from asthma and hay fever. Intrigued, she gave the supplement to some of her asthmatic friends to try out and the dramatic results they reported encouraged her to start building early versions of what would become Not the Norm natural alternatives.

Since 2008, Tania has expanded her range of natural alternatives and the most recent addition is Shade All-Natural Sunscreen™, a simple but highly effective sunscreen which contains only 4 ingredients, and has been found to be the only sun cream families with sensitive skin have been able to use without any irritation at all.

Today Tania is enjoying continued success as more and more people are becoming aware of the harmful toxins contained in every day sun creams and lotions. However, Tania is quite open and honest in stating that the road to changing over to a natural product from a chemical product can sometimes be a bumpy one!

The blog post below was written by Tania to help educate consumers on the basics of sunscreens, and the things to consider and be aware of when switching to a natural formula.

"A Word of Warning about Natural Sunscreens...

The headline for this blog post may surprise you coming from the manufacturer of Britain's most simple, natural sunscreen brand, Shade™ All-Natural Sunscreen, but it's important information you need if you are going to undertake to switch from a chemical to a natural formula.

I'm writing this post now whilst wrapped up in a scarf and Norwegian cardigan after watching my daughter and friends swimming in the icy waters of Bantham Beach, just a few hours after reading our first scathing review of Shade™ on Amazon.

Whilst thinking about all those families who have bought Shade™ and who may already be enjoying, or about to enjoy far warmer weather than I am, I have been considering the kind of response which would benefit not only the writer of the review, but anyone else who reads it. Obviously it's quite an alarming warning: the family in question having been considerably burnt are of course very upset, and wanted to put everyone else off purchasing the product, which is completely understandable if you put complete faith in something which is then perceived to let you down. On balance though, many, many more reviewers are exceedingly happy with the product, and for many it's been a 'godsend' enabling them to enjoy the sun when before they couldn't due to adverse reactions to other sunscreens.

To save you the trouble of seeking out the review, I shall post it here:

Here is my response:

"Thank you for your review.

To date we have only had 3 people complain about burning when using Shade™ for their sun protection. Invariably it has transpired that they have not used Shade™ appropriately, for example, they have relied on it for long periods in the sun while constantly in a pool during the height of the day. We highly recommend people avoid exposure during the hours of 11am and 3pm when the sun is at its strongest - Shade™ is not a sunblock and it's not waterproof, and shouldn't expect to be used as such.

Understanding Sun Protection Factor (SPF)
SPF25 means that it will take up to 25 times longer to burn when you use it than you would if you were to not use anything in the same environmental conditions.

Many people think that by simply reapplying frequently their sun cream (whichever brand) will allow them to stay in the sun for longer and longer. This is not the case, and is a common misconception.

Also, SPF25 means that the protection is 96% - that also means that 4% of rays are still reaching the skin. Unlike many chemical sunscreens, Shade™ does not contain burn inhibitors which switch off the burning sensation. If you feel you are beginning burn, it's your body's warning to you that you have been exposed for too long, and the sensible approach is to cover up by wearing clothing or move out of the sun altogether. Applying more sunscreen only ensures you are still covered for the original 25x timeframe - it does not extend the amount of time you can stay in the sun - those 4% of rays are still doing their damage. It's important that you listen to your body and its signals - the danger of sunscreens that contain burn inhibitors is that the damage is still being done, but you just can't feel it - a bit like taking painkillers that mask the pain - ignoring the body's messages that there is a problem does not resolve the problem.

What constitutes 'adequate coverage'?
Any sunscreen should be applied adequately - approximately one shot glass full of sunscreen per average adult body is considered appropriate for full coverage, half a teaspoon's worth for a face - that seems a lot, but when you halve this amount and use less than required, you are actually square-rooting the SPF rendering an SPF25 for example into an SPF5; an SPF50 into SPF7! So shying away from the 'whiteness' which is the zinc oxide active ingredient layer, means you are minimising the efficacy of the product. Many people are not aware of this, and unfortunately are more concerned about how they look than how they are using their sunscreen, but this is crucial if you are going to rely heavily on your sunscreen to protect you.

Please also realise there are factors which can make skin more vulnerable to the sun's rays, such as certain medications, and other factors such as reflective surfaces, for example water, snow (intensifies rays by and extra 80%!), even grass, and pavements have reflective properties, and altitude intensifies exposure also.

As you will see from the other reviews, we have many customers who are more than happy with Shade™: for many it's the only sunscreen they can use due to allergies to other sunscreen ingredients and has been tested to EU standards on human subjects in laboratory and real conditions. It is proven to work as a safe and effective broad spectrum SPF25 sunscreen when used appropriately. I am sorry in your case that you are not happy with the product. I have offered to discuss your experience with Shade™ in a private communication but have as yet not heard from you. Please do call me or give me permission to call you on the mobile number provided with your order. I would like to understand where things went awry for yourself and your family.

I sincerely hope this negative review will help people understand more about sunscreens, SPF, and their own responsibility to listen to their bodies and take greater precautions while exposing themselves to a very dangerous sun."

My Personal Tuppenceworth:
I don't know if you're like me, but when I undertake to do something that could be considered risky, I assess the risk and seek to find the most appropriate way of mitigating the risk, but above all, if I perceive the risk to be high and decide to do it anyway, then as far as I'm concerned I take full responsibility for the actions I am about to take. It's a bit like choosing to ride a bike on a road, you have to understand that what you are about to do is life threatening, and no precautions you take will ever be sure to take all the risk away. Should anything serious happen to you while cycling on a road, you have to take responsibility for having been there and placed yourself in danger. Yes, some other people may be involved in the accident, but you certainly would not have been hurt if you'd stayed at home on your sofa! You can't blame everyone else for something bad happening to you when you've chosen to take the risk.

The sun is the same. It's a known risk to your skin and ultimately your health. Staying out of it is the only way to be sure it won't burn you, and I have admittedly little compassion for people who allow themselves to get burnt, ignoring the warning signs, not understanding SPF and the way sunscreens work and their limitations. By the very fact you are stepping out into the sun with sun cream on, you are acknowledging you are doing something you need to protect yourself from, and therefore you are tacitly accepting responsibility for your decision.

If you've read this article and you don't agree with me, then please don't purchase Shade™ or any other natural mineral non-Nano sunscreen. Instead, choose a high factor chemical sun cream with burn inhibitors.

Here's hoping that whatever choices we make for ourselves and our families, they turn out to be the right ones!

Tania Wedin, Founder and Managing Director
Not the Norm Ltd"