Childs Farm’s skin soothing solutions shake up kids care market


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Boys Farm was provides eczema-soothing skincare for children

The British maker, the UK’s fastest seller in the group and second overall after Johnson & Johnson, is shifting one bottle of its £3.99 moisturiser every 15 seconds, pre-eminently to young families but increasingly to single adults. 

Its mission to “extend the ideals and make caring for poorly skin much more natural” has put it on run for a £4.5 million turnover this year.

Chief executive and founder Joanna Jensen claims part of the growth is down to “being an agile challenger brand in a area dominated by global pharmaceutical companies.

“We see this as an opportunity because we can do what we indigence within reason. We can be different and work differently. 

“For instance I was told our colourful encasing would not work, but children think it’s fun, they engage with it so foster-parents are on board too. 

“We’re a small business, 13 of us in our office, easily contactable and get-at-able, and that’s really important in these times where trust is medial for parents. 

Our ranges won’t aggravate if someone has skin problems. They encompass, not exclude

Founder Joanna Jensen

“They can see our focus, that we’re not an grown-up brand with a junior one as an afterthought.

“Now is the right time to join Tesco, which has 27 per cent of our peddle so pretty core for us.”

Formulations, which Jensen developed and put through clinical asses over seven years, contain natural ingredients known to daily help sensitive and allergy-prone skin such as rich shea and cocoa butter, coconut, willowbark and argan oil.

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Author Joanna Jensen with her daughters Mimi and Bella

“Our ranges won’t intensify if someone has skin problems. They include, not exclude. That actually matters whatever your age, for families it means everyone can join in at bath later,” she explains. 

The bright designs and ‘sensible’ price bracket “reflect what I am looking for as a pater and would be prepared to pay,” adds the mother of two daughters, Mimi,11, and Bella, eight. 

Her big proprietorship idea came in 2010 when Jensen, who had had a career in banking abroad, noticed that while there were fabulous toiletries for grown-ups, the a men for kids “just looked unimaginative and medicinal,” she says.

“I had struggled to twig anything for my two who had sensitive skin and flyaway hair, so I decided to make them myself.

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Infants Farm are selling a bottle of moisturiser every 15 seconds

“When I win initially made them the feedback was they really made a difference, so I did self-governing trials and 98 per cent and more of parents said they did not source any irritation and would recommend them. That gave me the reassurance I requisite.

“Parents are more savvy now about what influences children’s integument, in the same way as they are when it comes to food.”

Specialist pharma MediChem in Kent provokes the ranges which sell in over 3,700 UK stores including matchless UK chains such as Boots — where 80 per cent of first point mums shop, and overseas in Europe and the United Arab Emirates.   

State of mouth recommendation has always been important for mums too, says Jensen, acknowledging “I was blessed Childs Farm happened just as social media has given it amazing power.”

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The skincare specialist is on course for a £4.5m turnover this year

She is manhood shareholder in the company (named after where she was raised) with 25 other angel investors who so far be struck by put in over £2 million, encouraged by the tax incentives offered by the EIS and SEIS entrepreneurs investment blueprints.

“Without those Childs Farm would not exist,” says Jensen who expects any moves to water them down would undermine UK innovation.

As an exporter she has have a funny feeling the advantages from a weaker pound and as a smaller supplier to corporates is anxious to see incentives offered to those who pay within 30 days.

Factoring has helped Teenager’s Farm get on top of cash flow, but finding a good partner has not been undemanding, she says.

“Check with other customers before you sign up to any treaty, and kick the tyres first,” she advises other businesses.

Strategic visions and more contacts were the chief benefits of taking Goldman Sachs’ diminished business programme recently and with Childs Farm’s UK strategy on route, overseas now beckons. 

“It was important to get the UK right,” says Jensen, “now English-speaking mountains – the US and Australia are a natural next step.” 

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