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This morning (23rd Feb 2026) a collaborative article we contributed to went live - and it explores something I’ve believed...
Modern sun care has quietly drifted away from nature. What began as protection against excessive exposure has, in many cases,...
We’re often drawn to products for a host of appealing reasons: minimal ingredients, eco-friendly packaging, ethical sourcing. And yes, Shade...
When it comes to sunscreen, safety and efficacy are paramount—not just for our skin, but for the environment as well. Recent research and FDA evaluations have raised significant concerns about chemical sunscreen ingredients, prompting a shift toward mineral-based alternatives like non-nano zinc oxide. At Not the Norm, we’ve embraced this science to craft Shade All-Natural Sunscreen, prioritising health and sustainability. In this article, we explore why non-nano zinc oxide is emerging as the gold standard in sun protection and why it’s time to rethink conventional sunscreens.
The headline for this blog post may surprise you coming from the manufacturer of Britain's most simple, natural sunscreen brand, but it's important information you need if you are going to undertake to switch from a chemical to a natural formula.
We seem to be a nation of extremes...either people are exposing themselves and turning into lobsters on the beach or coating themselves in SPF50 and declaring all-out war on daylight, donning ridiculous hats, long-sleeved tops and glaring at the sun as if it's the personification of cancer itself.
This blog explains why we believe in using organic, unrefined ingredients and how they’re better for your skin and overall well-being. We explain the benefits of the key ingredients in Shade All-Natural Sunscreen. These ingredients are nutrient-rich, free of harmful chemicals, and work naturally with your skin. We also share why we chose non-nano zinc oxide, as a safer and more eco-friendly alternative to nanoparticle sunscreen actives.
We get a lot of people asking if it's OK to use Shade on babies and children, the quick answer is "Yes!". In fact, all the ingredients in our Shade All-Natural Sunscreen are edible, so if your baby accidentally ingests it, it's highly unlikely to cause any issues.
Common Questions - Answered!
How Does SPF Work?
How Does SPF Work?
The '25' in SPF25 means that you are protected for approximately 25 times the length of time it would normally take you to burn, under the same environmental conditions, without any protection whatsoever...
Is Shade Water Resistant?
Is Shade Water Resistant?
Shade has not been tested for water resistance. Why? Because we weren't convinced the lab tests replicated real-life situations adequately. We didn’t want to apply a claim to our product that could make the user more complacent and risk them not applying it often enough...
Is Shade Marine Friendly?
Is Shade Marine Friendly?
Shade does not contain any of the ingredients in the HEL list, which are:
- Any form of microplastic sphere or beads;
- Any nanoparticles like zinc oxide or titanium dioxide;
- Oxybenzone;...