Joanna Jensen


Joanna Jensen is the founder of the British multi award-winning, B-Corp 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 2019 disrupting and reducing the market share of other more established brands, for example Johnson’s Baby reduced from 32% to 15%.

A true disrupter, Jensen introduced naturally sourced ingredients and uplifting scents to her products and vibrant designs to her 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 customers online proved to be a winning formula.

The brand grew, reviews were outstanding and plentiful, and then came two rounds of viral social activity which changed everything. The brand and its success for eczema sufferers of all ages was plastered all over social media: in 2019 Childs Farm became the No.1 brand in the UK baby and child personal care category after just 5 years on shelf. In 2022 Childs Farm is still a market leader, now in sustainability as well as sales, it has recently become a certified B Corp.

In March 2022, Jensen sold Childs Farm for £40mn to PZ Cussons Plc, the personal care company and owner of well-known brands Imperial Leather, St. Tropez and Carex.

Alongside the business Jensen is a keen supporter of women in business, mentorship, sustainability, and charity. Jensen is a leading advocate of supporting female founded businesses through her role on the Advisory Board of Buy Women Built (BWB), a recently formed 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 focusing specifically on female founded brands.

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.

She is also an advisor of the Sustainable Beauty Coalition and works with a number of charities, The Riding for the Disabled Association, The Parallel Club (part of the British Paralympic Association) and Surfers Against Sewage.

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