Joanna Jensen
Entrepreneur
Joanna Jensen is the founder of the British multi-award winning, baby and child personal care brand, Childs Farm. Created in 2010 as a solution to her own daughter’s sensitive and eczema-prone skin, every element of their range from content to bottle is thought through to ensure they are best for skin and best for planet.
The brand was launched into mainstream retailers Boots and Waitrose in 2014 and became the number one brand in the baby and child segment in the UK in 2019 disrupting and reducing the market share of market leader Johnson’s Baby, from 32% to 15%.
A true disrupter, Jensen introduced naturally sourced ingredients and uplifting scents to her products and vibrant designs to her recycled packaging which had not been seen within the sensitive skin market and made Childs Farm stand out in store. This combined with rave reviews from happy parents proved to be a winning formula.
In March 2022, Jensen sold 92% of Childs Farm for £36.8mn to PZ Cussons Plc, the personal care company and owner of well-known brands Imperial Leather, St. Tropez and Carex. The final 8% was sold in January 2025.
In June 2024 Jensen was appointed Chair of the EISA (Enterprise Investment Scheme Association), a scheme she has benefitted from both as an entrepreneur and as an investor.
Jensen is a leading advocate of supporting female founded businesses through her role on the Advisory Board of Buy Women Built (BWB), a movement uniting many female founders to drive awareness of their excellent brands in the UK to consumers and investors. She is also an Angel Investor in 12 female founded SMEs.
Jensen works directly with the Imperial Venture Mentoring Service (IVMS), Imperial College’s flagship entrepreneurial mentoring programme. Its mission is to support the next generation of innovators and entrepreneurs with an elite group of industry mentors.
Jensen is Chair of the Parallel Club, the philanthropic arm of Paralympics GB, and was the owner of Tokyo and Paris medalling Paralympic Dressage Horse, Key Stone Dawn Chorus.
In June 2024 Jensen was appointed Chair of the EISA (Enterprise Investment Scheme Association), a scheme she has benefitted from both as an entrepreneur and as an investor.
ENQUIRIES: If you are interested in partnering with OR booking Joanna for a speaking engagement please email mark@athletemedia.co.uk or call 07952 304340.