Childs Farm Products

Childs Farm: Britain's Leading Baby and Child Skincare Brand Childs Farm rose from a mother's quest to help her eczema-prone daughters to become the UK's number one baby and child toiletries brand, overtaking global giant Johnson & Johnson in 2019. Founded on natural ingredients and dermatologist-approved formulations, this Hampshire-based company has earned parents' trust through genuine effectiveness. At Grocefully, we help you compare Childs Farm prices across UK retailers to find the best deals on gentle, effective skincare for your little ones. A Mother's Solution The Childs Farm story begins with Joanna Jensen and her two daughters in the Hampshire countryside. When her first daughter Mimi was born in 2006, Jensen discovered that personal care products for babies and children hadn't meaningfully advanced in decades. The same generic formulations from her own childhood remained dominant. When her second daughter Bella arrived in 2008 with severe atopic eczema, Jensen realised that eczema care hadn't progressed either. The frustration of watching her child suffer with inadequate options catalysed action. Rather than accepting the status quo, Jensen set out to create products that actually worked for sensitive and eczema-prone skin. Her background wasn't in cosmetics – she'd worked as an estate agent, then in investment banking in Hong Kong as head of account management at WI Carr. But determination and personal experience proved powerful motivators. In 2010, deep in picturesque Hampshire countryside, Jensen founded Childs Farm. Two years later, in 2012, the first six products launched, finding their way into small independent shops and online stores. Remarkable Growth Childs Farm's growth trajectory demonstrates genuine market need rather than mere marketing success. The brand entered UK retail properly in 2014, competing against established players with decades of market presence and massive marketing budgets. By 2016, Childs Farm had become the UK's fastest-growing natural toiletries brand for baby and child. In 2017, the brand reached number two in the entire baby and child toiletries category. Then in 2019, Childs Farm achieved what must have seemed impossible at founding – becoming the UK's number one brand, overtaking global giant Johnson & Johnson. This ascent didn't happen through aggressive advertising alone. Parents talked to other parents. Social media amplified genuine recommendations. The products worked, and word spread. The viral moment came when parents began sharing dramatic before-and-after photos of children's eczema improvements after using Childs Farm products. The £3.99 baby moisturiser gained reputation as an "eczema miracle" – though the company always carefully noted products were dermatologist-approved for eczema-prone skin rather than claiming to treat eczema itself. Corporate Acquisition Success attracted corporate attention. In 2022, PZ Cussons PLC – the FTSE-listed company behind brands including Carex, Imperial Leather, and Carmex – acquired 91.5% of Childs Farm for £36.8 million (later reported as approximately £40 million). PZ Cussons now owns 92% of the business. Founder Joanna Jensen retained 8% initially but relinquished ownership by May 2025. She continues as investor and brand champion, particularly for international expansion. The acquisition provides resources for growth whilst raising questions about whether corporate ownership might compromise the brand's character. So far, PZ Cussons has maintained Childs Farm's positioning and product approach. B Corp Certification In 2022, Childs Farm achieved B Corp certification, joining companies meeting high standards of social and environmental performance, accountability, and transparency. B Corp status requires demonstrating positive impact across governance, workers, community, environment, and customers. The certification process is rigorous, distinguishing genuinely committed businesses from those merely claiming sustainability. This certification provides third-party validation of Childs Farm's values beyond marketing claims. Understanding the Product Range Childs Farm offers comprehensive skincare for babies and children. Baby Range The multi-award-winning baby range is formulated for newborns and babies using natural and naturally derived ingredients. All products are dermatologist and paediatrician approved as suitable for all skin types including dry, sensitive, and eczema-prone skin. Baby Wash provides gentle cleansing without harsh detergents. Baby Moisturiser – the product that sparked viral eczema discussions – delivers hydration suitable for delicate skin. Bubble Bath allows bath time fun without irritation. Coconut Massage Oil nourishes while supporting bonding. Oatderma Range The Oatderma range specifically addresses eczema-prone skin through fragrance-free formulations with colloidal oatmeal. This clinically-proven ingredient has long been used for skin soothing. Oatderma Baby Wash provides cleansing for extremely sensitive skin. The range suits parents wanting to avoid any potential fragrance sensitivity whilst managing eczema. Hair Care Children's hair presents particular challenges – tangles, bath-time battles, and maintaining scalp health. Hair & Body Wash in various scents (including licensed Bluey-berry for character appeal) provides dual-purpose convenience. Tangle Taming Conditioner in Strawberry & Mint helps with post-wash brushing. The approach makes hair washing easier whilst maintaining skin safety. Kids Range Beyond baby products, Childs Farm addresses older children's needs with age-appropriate formulations and appealing scents. Flavours including Blackberry & Apple and Sweet Orange provide sensory enjoyment without compromising on skin gentleness. The 3-in-1 Swim product addresses chlorine and salt water exposure. Sun Care SPF50+ Sun products extend Childs Farm's gentle approach to sun protection. Sensitive skin often reacts poorly to conventional sunscreens, making dermatologist-approved alternatives valuable. Science and Testing Childs Farm emphasises scientific validation over marketing claims. All products undergo independent clinical trials confirming suitability for sensitive and eczema-prone skin, for newborns and upwards, followed by dermatologist approval. Additionally, products go through independent user trials on babies and children with medically diagnosed eczema. This testing rigour distinguishes Childs Farm from brands claiming gentleness without clinical validation. Paediatrician approval adds medical perspective to dermatological assessment. Products must satisfy both skin specialists and children's health experts. Important Distinctions Childs Farm products are approved as suitable for eczema-prone skin – they don't claim to treat or cure eczema. This distinction matters medically and legally. Parents report improvements in their children's eczema when using Childs Farm. These anecdotal reports don't constitute medical evidence, but they explain the brand's word-of-mouth reputation. Those with severe eczema should work with healthcare professionals rather than relying on over-the-counter products alone. Where to Buy Childs Farm in the UK Childs Farm enjoys excellent UK distribution across multiple channels. Supermarkets Major supermarkets including Tesco, Asda, and Morrisons stock Childs Farm in baby aisles. Product selection varies by store size – larger stores typically carry broader ranges. Tesco stocks the Baby Moisturiser and core range products. Asda and Morrisons provide similar availability across their store networks. Boots Boots carries Childs Farm alongside baby care expertise. Pharmacy staff can provide guidance for parents managing eczema or particularly sensitive skin. Advantage Card points accumulate on purchases, providing savings for regular buyers. Superdrug Superdrug stocks Childs Farm ranges, often with competitive pricing and promotional offers. Specialist Retailers Big Green Smile and similar eco-conscious retailers stock Childs Farm, appealing to parents prioritising natural ingredients and environmental credentials. Online Amazon UK, Chemist Direct, and numerous online retailers provide Childs Farm products with home delivery convenience. The official Childs Farm website offers the complete range. Awards and Recognition Childs Farm has accumulated substantial recognition confirming quality. The brand has won Best Baby Skincare Range at the Mother & Baby Awards five times – a remarkable streak demonstrating sustained excellence rather than single-year success. Multiple industry awards across different competitions validate the quality claims from various expert perspectives. Credentials Beyond awards, Childs Farm maintains important certifications. B Corp certification confirms social and environmental performance. All products are cruelty-free – no animal testing at any stage. Products are vegan, containing no animal-derived ingredients. These credentials matter to parents choosing products aligned with their values. Price Considerations Childs Farm occupies mid-premium positioning – more expensive than basic supermarket brands but less than luxury baby skincare. The £3.99 Baby Moisturiser (the "miracle cream" product) represents accessible pricing for what it offers. Larger formats and multipacks provide better value for regular users. Comparing prices across retailers identifies best deals – the same products often vary significantly in price between Boots, supermarkets, and online sources. For families dealing with eczema, the cost of Childs Farm products often compares favourably to prescription alternatives and the cumulative expense of trialling multiple products. Choosing Between Products Selecting appropriate Childs Farm products depends on individual circumstances. For Newborns Start with the baby range – Baby Wash and Baby Moisturiser provide basics for delicate newborn skin. Fragrance levels are mild, but for extremely sensitive newborns, Oatderma fragrance-free options may suit better. For Eczema-Prone Skin Oatderma range provides fragrance-free options specifically formulated for eczema-prone skin. The colloidal oatmeal ingredient has established skin-soothing properties. For sensitive but not severely eczema-prone children, standard Childs Farm products may suffice. Individual responses vary – what works for one child may not suit another. For Older Children The kids range with appealing scents makes bath time easier with children who've developed product preferences. Character licensing (like Bluey) provides additional appeal. Conclusion From a Hampshire mother's determination to help her daughters to national market leadership overtaking Johnson & Johnson, Childs Farm demonstrates that better products can succeed against established giants. Dermatologist and paediatrician approval, B Corp certification, and millions of satisfied parents validate the brand's approach. Whether managing eczema-prone skin or simply wanting gentle products for healthy children, Childs Farm provides clinically-tested options. Compare Childs Farm prices across UK retailers through Grocefully and find the best deals on Britain's favourite baby and child skincare brand.