PZ Cussons Acquisition of Childs Farm

Childs Farm, the UK’s leading baby and child personal care brand, to join the PZ Cussons family 

21 March 2022

PZ Cussons plc is delighted to announce it has acquired Childs Farm, the market-leading brand in UK baby and child personal care with a 15% share of the category¹. Product lines include bath and shower, skincare and haircare, and are all anchored in a natural proposition and suitable for sensitive skin.

The brand is highly complementary to our strategic focus behind the core categories of Baby and Hygiene. As we welcome Childs Farm to the PZ Cussons family as a Must Win Brand, we will leverage our brand building capabilities to improve its UK leadership position, while seeking to also capture its significant international potential.

Childs Farm has grown rapidly since it started trading in 2011, at highly attractive gross margins, and has established very strong sustainability credentials, through its cruelty-free and vegan products, and is well-progressed towards B Corp certification. Childs Farm founder, Joanna Jensen, will continue as an investor and as a champion of the brand, in both the UK and abroad.

Jonathan Myers, Chief Executive Officer of PZ Cussons, said:

“The foundations of our new strategy ‘Building Brands for life, Today and for future generations’ are firmly in place and are delivering results. 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 talented 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. We look forward to welcoming Childs Farm to the PZ Cussons family as a Must Win Brand, and to driving the next stage of its growth both in the UK, and beyond.”  

Joanna Jensen, Founder of Childs Farm, said:

“I am incredibly proud of the brand that Childs Farm has become, and what the team at The Barn have achieved to bring natural, sustainable sensitive skincare to the little ones of Britain and beyond. It is clear to me that in PZ Cussons, with our shared vision for the brand and cultural fit, we have found a fantastic partner, and the team and I look forward to working with them to take the business to the next level.”

Full details of the transaction can be found here

¹15% share of the UK baby and child personal care market, excluding suncare. Based on Kantar data for the 52 weeks ended June 2021.

About Childs Farm

Childs Farm is the UK’s favourite baby & child toiletries brand based in Basingstoke, Hampshire, where it employs 35 staff. Founded by mum of two, Joanna Jensen, as a solution to her own daughters’ sensitive and eczema prone skin, the brand launched in the UK nationwide in 2014, bringing natural, sustainable, sensitive skin and haircare to babies & children. Using efficacious ingredients, fruity fragrance, and fun and eccentric labels based on the founders eponymous Farm, Childs Farm, and featuring Joanna’s children, friends and their animals, the range has brought fun into bathtime for millions. Childs Farm is 5 times winner of the Mother & Baby best range for baby & child award, as well as numerous other consumer and industry awards for delivering natural, sustainable skincare products to allow everyone – regardless of skin type –  to be happy in their skin.