Shade All-Natural Sunscreen

😶 BE WARNED...🚩🚩🚩🚩🚩

You know you've reached a level of success with your brand when someone tries to copy it to make a fast buck.

Now, it's a free market and the more genuine competition out there, the better, as more people will be reached with mineral sunscreen and the world will become an incrementally better place, tin by tin.

But if you're going to try and copy something, at least do it to as well - or to a better standard...🫣

Meet this Korean copycat product on Amazon, which a couple of people seeing my ads have already mentioned they bought, thinking it was Shade. 😣

Listing looks similar.

Packaging looks similar.

Label looks familiar.

But let's look at the listings first and check out the red flags...

🚩 #1
Listing claims SPF25, but then look in the bullets and it says it's an SPF50 in the same sentence...big red flag that they don't know what their product can do.

🚩 #2
Product label says it has 4 natural ingredients, coconut oil, shea butter, zinc oxide and beeswax, but thumbnails describe it as having avocado as one of the four...🥑...red flag right there - they don't know what's in their product.

🚩 #3
There are three separate brands claiming this sunscreen Brand as their own, over 3 separate listings, ThamGlow, MadanWax and FLUFFSHIP, but sold by different companies, Purely ThamGlow, Lotusfeucht and Alanoawby, all selling what looks to be cheap dare I say it, Chinese or Korean cosmetics. I'll list the links to the listings at the end of this post, so you can check them out for yourselves.

But... You shouldn't judge a book by its cover right?

So I bought some to give it a fair chance.

🚩
The ingredients list is actually longer than 4 natural ingredients. And despite the listings claiming the product to be "natural", it doesn't declare the chemical ingredients and filter which are declared on the packaging.

Zinc oxide - Titanium dioxide - Phenylbenzimidazole sulfonic acid.

🚩🚩
The declared responsible person for the UK is 'Shiseido UK Ltd'. I have been in touch with them, and they have forwarded the information to their legal team. I don't believe Shiseido would be RP for such a poorly conceived product.

🚩🚩🚩
Disappointed there's no avocado in it after all.

🚩🚩🚩🚩
Product declares it's made in China, but distributed by a Korean company, Shantou Eelhoe Daily Chemical Technology Co., Ltd, who also own the EELHOE trademark, apparently.

🚩🚩🚩🚩🚩
Obviously I didn't put it on my body because well, I have a fab sunscreen I can trust, but a poor sucker called James did, and he regrets it.

🚩🚩🚩🚩🚩🚩
Looking on Alibaba marketplace, two Chinese sellers are selling the product - are they the manufacturers? Who knows?

🚩🚩🚩🚩🚩🚩🚩
80gm a tin, and full of water, so preservatives and emulsifiers too. This little amount of watered down product probably won't go very far...if you trust it enough to spread it on your skin.

🚩🚩🚩🚩🚩🚩🚩🚩
With gmail and hotmail emails for contacts, it all feels very dodgy to me, and if anything were to happen to you when using this product, I don't feel confident it will be listed with the Office of Product Safety and Standards here in the UK.

My advice?

Steer well clear.

Last image...spot the difference. 😉

The dubious listings:
https://amzn.eu/d/001bH1pQ
https://amzn.eu/d/05qZZYRO
https://amzn.eu/d/07T7TnMD

If you want genuine Shade, come to us at https://shadecream.com

Win one of three Shade All-Natural Sunscreen Couples Packs from Best Buy company Shade All-Natural Sunscreen Not the Norm Natural Alternatives

Shade All-Natural Sunscreen SPF25 is a simple, effective mineral sunscreen for people who want sun protection without unnecessary ingredients. Made with just four natural ingredients – organic coconut oil, organic shea butter, non-nano zinc oxide and beeswax – Shade offers broad-spectrum UVA and UVB protection in a concentrated, water-free balm. It is unscented, palm-oil free, cruelty-free and suitable for sensitive skin, with no plastic packaging: every tin is reusable, recyclable and easy to carry.

The Couples Pack consists of 2 x 15ml and 2 x 100ml tins.

Not the Norm Ltd is the independent UK micro business behind Shade All-Natural Sunscreen. Established in the natural health field over 30 years ago, they offer a small unique range of products that help people with health and beauty challenges – naturally and ethically.

On Friday 24th July, we will send a link to enter the giveaway as part of our weekly newsletter*

If you’re not already part of our weekly newsletter community, don’t worry; there’s still time to sign up before Friday’s mail goes out - bit.ly/43KGPiv to sign up. Giveaway closes on Wednesday 29th July, 5pm.

*New sign-ups must join by Wednesday 22nd July.

Win one of three Shade All-Natural Sunscreen Couples Packs worth £47.95!

Win one of three Shade All-Natural Sunscreen Couples Packs worth £47.95! – Imperfectly Natural Awards Competitions Win one of three Shade All-Natural Sunscreen Couples Packs worth £47.95! By Janey Lee Grace - June 12, 2026 Shade SPF25 is a minimalist, concentrated, water-free mineral sunscreen made for sensitive skin, everyday use, and peace of mind. Its only active ingredient is Non-Nano Zi...

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Have a plastic-free holiday with our range of travel essentials 🌞

Forget about liquid limits at the airport - we've got solid beauty, hair and body care products galore.

Pick up a pack of Ecoliving tooth tabs - chew, brush, spit - and the packet is compostable too 😁

Looking for a shampoo bar that actually works? Try a locally-made Choose2Eco shampoo bar in a range of scents, or the classic Nope combo with conditioner as well.

Take care of your skin with natural, handmade soaps, Kutis deodorants, Nirvana lip balms and Shade SPF 25 mini tins.

We also do refillable UpCircle SPF 25 and the usual range of liquid bodywashes, shampoos and conditioners for that oh-so-ethical staycation.

Pop in and top up for your holiday this week.

Check out this honest review from Fi Darby. 😉

Are all-natural sunscreens the best way to go? - Fi Darby An eco-friendly life isn't just about food and transport; natural beauty and health products are better for us and our planet. Fi tests Shade natural sunscreen.

Well this little pocket tin of Shade lasted me the whole weekend at the ABR Festival 2026 during the 'heatwave' - didn't burn at all, despite the incredibly high UV levels all weekend, but its protection didn't quite extend to my bones...! 🙃

A broken clavicle, several broken ribs, a broken scapula and a punctured lung, and a stay in The Alexandra's A&E dept. later and I'm grateful for my amazing Shoei helmet, the first responders Tony and Tony from the festival's med team (thank you for not cutting me out of my Triumph Motorcycles gear! 😅), Wayne from Suzuki who was my tail end guide for his really reassuring and caring manner and acting quickly to get me help despite having no signal in the "bomb hole", which is where the accident took place, the paramedics that got me to the hospital, and the doctor Alishair from Uzbekistan there who spotted the pneumothorax and thankfully kept me in for more scans and a drain procedure.

Thankfully I was testing a Suzuki trail bike, not my own, so my beautiful Street Twin 900 was left very lonely in a camping field when everyone else packed up and left! My son picked it up and rode it home for me last night. 😅

Got to 54 having never broken a bone in my body, so thought I'd get it all done in one go...

Didn't want to leave the staff at A&E as they were all so amazing, but now on Beech A ward in the Worcestershire Royal Hospital enjoying the care of some exemplary medical staff.

So... If you get in touch with the office, sorry if there's a delay in response, as a microbusiness we're a little understaffed now I'm missing...!

Thanks too to the ABR Festival organisers for putting on such an incredible event. I'll be back next year!! 😁🏍️