Childs Farm: Beating Johnson & Johnson with a skincare brand started in a kitchen - Founder Joanna Jensen

Joanna Jensen is the Founder and former CEO of Child’s Farm, a baby & child skincare brand.  

The company began at home after Joanna grew frustrated with the lack of choice for her young daughter’s sensitive, eczema-prone skin, so she started to make her own products. When those worked she got a thousand bottles made and went up and down the country selling them at trade fairs, country shows, anywhere she thought potential customers might be. It was the start of something magical.

They got their first listings in Boots in 2014 and then two years later the brand blew up. They went viral after customers started posting ‘before and after’ photos of their children’s sensitive skin.

They went viral again the year after, and by 2019, their sales exceeded Johnson & Johnson in the UK. Quite an incredible thing for someone who started out making body lotion in a freezing cold barn.

In March 2022, the company was sold for 40 million pounds to PZ Cussons Plc.

How did she do it?

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