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Joanna Jensen

Joanna Jensen

Founder, Child's Farm

Joanna Jensen is the founder of the UK’s number one baby and child personal care brand, Childs Farm, having created the brand in 2010 as a result of her own daughters’ sensitive and eczema prone skin.

The brand was launched into mainstream retailers Boots and Waitrose in 2014 and has become the number one brand in the baby and child segment disrupting and reducing the market share of other more established brands, for example Johnson’s Baby reduced from 32% to 15%.

In March 2022, Jensen sold Childs Farm for £40m to PZ Cussons Plc, the branded consumer goods business and owner of well-known brands such as St.Tropez, Imperial Leather, and Carex.

Jensen is a keen supporter of other female entrepreneurs.  She is a mentor to a number of British SMEs through Imperial College’s mentoring programme and is a leading advocate of supporting female founded businesses.  She works on the advisory board of Buy Women Built (BWB) – a recently formed movement – driving awareness of female founded brands to UK consumers and investors. 

Jensen is also a Sustainability advisor to The British Beauty Council. Childs Farm is the market leader in sustainability, and recently became a certified B Corp.