Founded by Joanna Jensen in 2011, Childs Farm has enjoyed a meteoric rise over the past decade. Within two years of its British debut, the sustainable and natural newcomer entered Boots and Waitrose supermarkets and is now the UK’s #1 toiletries brand for children and babies.

The brand has also been successful in Australia and is stocked by the Big Three supermarkets – Coles, Woolworths and Big W. Online, Childs Farm bath and shower, skincare and haircare SKUs are also available through Chemist Warehouse, Amazon, Wizard Pharmacy and a local dedicated website –

PZ Cussons, whose brand portfolio includes Carex, Cussons Baby, Fudge Urban, Imperial Leather and St Tropez, has acquired a 92 per cent share in Childs Farm for $64.5 million. Founder Joanna Jensen will retain an 8 per cent holding until 2025 and stay on as a brand ambassador.

Childs Farm posted revenues of $30.5 million for the calendar year ended December 2020. The involvement with PZ Cussons will fast-track distribution in key markets.

Vegan and cruelty-free, Childs Farm products are suitable for dry, sensitive and eczema-prone skin. Core products include Baby Moisturiser, Hair and Body Wash in organic fruit flavours and Hair Detangler with grapefruit and teatree oil.

Babycare has long been a lucrative category for PZ Cussons and Cussons Baby is the market leader in Indonesia and Nigeria. “The foundations of our new strategy – “Building Brands for Life, Today and for Future Generations”- are firmly in place and delivering results,” says Jonathan Myers, CEO of PZ Cussons.

“As we transition from turnaround to transformation, we are delighted to take this important step to accelerate growth in our core categories and priority markets. Over the past decade, Joanna and her team have built a category-leading brand, loved by millions of parents seeking the very highest quality products for their children.

“Childs Farm is a clear leader in sustainability, demonstrating that we share a strong ethos, as PZ Cussons journeys towards our own B Corp ambition,” he noted.

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