Mum sells Childs Farm skincare brand she founded for £18.4m

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Mum sells Childs Farm skincare brand she founded in a Basingstoke barn to help her daughter’s eczema for £18.4m

By Daily Mail City & Finance Reporter

Published: | Updated:

A mother-of-two landed a payday of up to £18.4million after selling the skincare brand she founded to treat her daughter’s eczema.

Joanna Jensen, 51, set up Childs Farm in 2010 and it sells a range of bath products, moisturisers and sun creams for children popular with parents of those with sensitive skin.

Having started out in a barn in Basingstoke, it has since become one of the UK’s leading children’s skincare brands, with annual sales of £17.4m.

Payday: Joanna Jensen (pictured with daughters Mimi and Bella) set up Childs Farm in 2010 to sell bath products, moisturisers and sun creams for children

Jensen has sold Childs Farm for £36.8million to PZ Cussons, the consumer goods giant. 

The former investment banker owned as much as half the business ahead of its sale, meaning she banked up to £18.4million. 

She will hold onto an 8 per cent stake, acting as a ‘champion of the brand’.

When her second daughter, Bella, was born in 2008 she had ‘appallingly sensitive skin’, and skincare products irritated it further, Jensen said, in an article for the Mail in 2019. 

‘So she developed a remedy. Jensen said: ‘I couldn’t be more thrilled to find a new set of parents for our little girl.’

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