Joanna Jensen with her daughters Mimi and Bella, who inspired her to create her own toiletries brand for children.

With one Baby Moisturiser sold every 14 seconds in the UK, the family-favourite, sensitive toiletries brand for baby and child – Childs Farms – launches into Australian bricks-and-mortar at Coles and Woolworths.

Coles is the latest major Australian retailer to introduce Childs Farm into their stores. Starting 12 July, six products from the range will be available in the supermarket nationwide, including an exclusive 2 in 1 Hair and Body Wash in Watermelon & Organic Pineapple.

Coles Category Manager – Baby, Karly Oranin said: “Coles has a reputation for innovation and outstanding commitment to offering the highest-quality products. We are excited to introduce Childs Farm products into our stores for our customers.”

The popular UK brand launched into 900 Woolworths stores nationwide earlier this year after considerable retail success in the Australian market.

The move south is the latest development in a period of extraordinary growth for the brand, which was created in 2011 by entrepreneur and Mum of two, Joanna Jensen.

Using naturally derived ingredients and fruity fragranced essential oils and extracts, it is one of the very few baby and child ranges to undergo clinical tests and independent user trials, certifying that the products are dermatologically tested and approved, and paediatrician approved as suitable for newborns and upwards, even those with sensitive and eczema prone skin.

Attributing the brand’s phenomenal success to advocacy from real mums, sales of the baby moisturiser have skyrocketed following reviews from satisfied customers on social media and in the press in Australia. This has resulted in floods of enquiries about the product from across the country.

Jensen adds: “We’ve seen huge growth of the business in Australia since launch due to high consumer demand, predominantly driven through word of mouth recommendations on social media and the press.”

Childs Farm currently retails across 7000 stores in the UK and nine international markets. Today, it holds a 20 per cent share of the branded Baby Toiletries category and is closing the gap to Johnson’s Baby aiming to become the largest Baby & Child Toiletries brand in the UK in 2019.*

*by volume

All figures: Kantar Worldpanel UK market data, Baby toiletries category (excl wipes), 52 weeks to 31 Dec 2018

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