Shade was conceived to take us back to a time when life was simple, and our exposure to dangerous chemicals through personal care and household products was limited. Nowadays, there are too many dangerous chemicals that have found their way into mainstream sunscreens, and they in turn have found their way through your skin – into you! If you’re trying to avoid skin cancer, why use chemicals which are proven to cause it? To Shade, that simply doesn’t make sense.
At an ideal SPF25, with only 4 ingredients to moisturise and protect skin from the broadest spectrum of damaging UVA and UVB rays, Shade has been developed to keep your skin naturally healthy whilst reflecting 96% of rays that can damage it – and threaten your health.
In June 2014, the founder of Shade, frustrated with the lack of simple, all-natural suncreams on the market, decided to do some research and came up with a really basic but what she believed would be really effective cream her daughter could use at school, given the requirements for her to have sun cream on at school on sunny days and outings.
When she realised how costly it was to make your own when you're sourcing premium quality natural, organic and unrefined ingredients, she wondered if it would be a formula other parents would like her to make for them too, if they also wanted to avoid the dangerous chemicals and irritants in mainstream suncream for themselves and their children.
She quickly came up with the name, astonished that it hadn't already been trademarked, and offered it to other parents to try, who loved it, and were happy to buy it! A new product was born, and six years later Shade has sold amazingly well, has won a number of awards and been featured in an array of magazines and blogs, and is now sold through over 300 independent retailers across the UK and Europe.