Childs Farm are one of the British Beauty Council’s amazing Patrons, in this article we talk with Founder + CEO Joanna Jensen.
Giovanna Fletcher with @childsfarm
Who are Childs Farm and what do you do as a company?
Childs Farm is the UK’s leading natural baby & child skincare company.
We provide natural, sustainable and responsibly-sourced washing, bathing, skin and hair care products for baby & child that are suitable for all skin types – even sensitive and eczema-prone skin.
In 2012 I created the brand as a solution for my daughter Bella’s sensitive skin care issues as I couldn’t find a natural solution for this which didn’t look and smell medicinal. I wanted something fun and engaging, so the range is full of characterful labels featuring my girls and their animals. And the products smell wonderful – using organic essential oils and non-irritating fragrances to make bath time fun and engaging – even if you don’t have perfect skin.
Since then, we’ve beaten all the global pharmaceutical giants to become the #1 skincare brand for children in the UK, with growing distribution in China, Australia and the Middle East.
Building on our understanding of the needs of sensitive skin, in 2020 we launched our adult body care range, Farmologie to address the gap in the market for fun, fragranced and effective body care for adults with dry and sensitive skin.
Image credit: @farmologiebychildsfarm
We’ve always been a purpose-driven company, so our Farmologie range was launched with 100% recycled ocean-bound plastic, recyclable pumps and 75% PCR tubes, which has now been rolled out across the Childs Farm range.
During the COVID-19 pandemic we have donated over £1,000,000 of toiletries products  to our tireless NHS frontline workers, who have been suffering from skin irritation throughout this difficult time. We hope that other brands continue to support these key workers who are tired out by this unsurmountable challenge.
Image credit: @childsfarm
What parts of the British beauty industry excites you most?
I’m energised every day by the ingenuity of small-time entrepreneurs across the UK who, together, make up our vibrant business community. As someone who started with nothing more than a desire to help people look after themselves, I love seeing people who are totally new to the industry, armed simply with a great, efficacious product that works.
The way the industry has taken on the challenge of climate change is incredible, too. In the face of the climate emergency, smaller businesses have been much faster to respond to consumer demand for sustainable and ethical products than anyone could’ve expected. The beauty industry is doing amazing stuff and we’re proud to play our part!
Why did you want to become a Patron of the British Beauty Council?
The last year has been a huge challenge for the beauty industry, and many of us have had to turn on a dime to adapt our supply chains and build our direct-to-consumer sales channels. Yet there’s a huge opportunity too – people across the country have learned the importance of hygiene and self-care, and that lesson is not going away.
The British Beauty Council has a vital role to champion the industry as we emerge from the pandemic. We can support entrepreneurs who are changing the face of the industry, providing guidance to help them through some of the darkest days.
In over a decade in the industry, I’ve been through it all. If I can use that experience to give back to the next generation of brilliant beauty ambassadors, then I will!
