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Talking kids' suncream and newborn skincare with Childs Farm's Joanna Jensen

Meet the woman, mum of two Joanna, behind the Junior Design Award-winning kids' toiletries brand, Childs Farm, to find out about the new suncream and newborn skincare collections

Posted: 16 June 2016
by Catherine Hudson

Founder of Childs Farm, Joanna Jensen

What is your office environment like? And do you have such a thing as a ‘typical’ day? 

Our office is a open plan large converted barn with French doors leading onto the garden - so we really do live the 'Childs Farm'  brand! We have great space and it’s all wooden beams and light, with a handful of dogs and the occasional cat to keep us all giggling with the snoring and farting that they produce...

We don’t really have a typical day because we are growing so quickly every day brings new excitement and activity. I’m usually in London a couple of times a week, and we have numerous people popping down to see us and indulge in our very chocolatey cookies. Once every few weeks Jane, my PA, organises a ‘lunch and learn’ where one of the team will talk about part of their job and what it involves.  They always do a good job,  but Jane surpasses herself by cooking up something from an Ottolenghi cookbook for us all to consume.

What was the first thing you wanted to be ‘when you grew up’? 

A vet. I’ve always loved animals. When I was at Primary school all my contemporaries thought I should be a newsreader because I had such a posh voice!

What is the best thing about your job? 

Everything - I love everything about it.

Are there any downsides to your job? 


Childs Farm suncare collection

Can you tell us a little about the new Childs Farm suncream, and after sun?

Our suncream launched earlier this year, an SPF 50, which is water resistant and protects young and sensitive skin from UBA and UVB rays, whilst keeping the skin moisturised and hydrated.

Why can’t kids use adult’s suncream?

We suggest that suncream for kids should be just that - formulated for their young and often more sensitive skin. At Childs Farm we know how much kids love swimming so it was important for us that our SPF is also waterproof. 

Why does it stand out among the other suncream options available for children?

Many kids suncreams use a chemical screen which acts like a sponge to absorb the suns rays but we prefer to use Titanium Dioxide which acts as a mirror to bounce away the suns UVA and UVB rays. We also include on every bottle a little booklet 'Staying safe in the sun’ with every product, which reminds parents to stay out of the sun during the middle of the day, and to keep everyone in the family well hydrated. 

Do you have any other great mum tips for keeping kids safe in the sun?

I like to remind my kids to drink a least two big gulps of water every 20 minutes, and to keep their hats on! 

Childs farm newborn collection

What else is coming up, for Childs Farm – any other exciting launches?

Yes! we are launching a brand new collection for newborns, which is five products designed especially for the care of delicate baby skin from birth. This is exclusive to Boots from June 13th and our Childs Farm website.

As with all our products, the baby range has undergone clinical tests and controlled user trials. These certify that products are dermatologically tested and paediatrician approved as suitable for newborns and upwards - even those with sensitive and eczema-prone skin.

Would you want your children to follow in your footsteps, in terms of work? 

They already want to - to either work for Childs Farm or Pets at Home. But they’ve plenty of time.

Finally, if you had superhero skills, what would be your dream job? 

Saving stranded kittens from tall trees! To be honest, I love my job, so I’m already quite happy. But a chance to play ‘Storm’ from the X-Men over the weekend, would be agreeable.


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