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UK’s fastest-growing kids’ toiletries brand launches in Australia

childs farmThe UK’s fastest-growing baby and child toiletries brand has launched in the Australian market, securing retail partnerships with BIG W and Amazon.

A selection of the Childs Farm range of bath, skin and hair care products are now available in 183 BIG W stores across the country and online at Childs Farm’s Australian website and

The brand, founded by entrepreneur and Mum of two, Joanna Jensen, has experienced triple digit growth every year for the last seven years in the UK, with a bottle of its baby moisturiser sold every 14 seconds.

It is now the largest brand in the category in the UK after Johnson’s Baby with 20 per cent market share.

The product range, which includes moisturisers, bubble baths and shampoos, is suitable for all ages and particularly good for sensitive skin types even those prone to eczema.

Fragranced with fruity essential oils, the products are free from parabens, SLSs, mineral oils or artificial colours and contain a high proportion of naturally derived ingredients.

Joanna’s girls, Mimi (12) and Bella (10), and Aussie cousin Oscar (12) for whom the range was created have pride of place on the packaging design. The featured animals all exist, and have been immortalised in the Childs Farm cartoon; a 20 episode series produced by Turner Media which was broadcast in the UK and is available to view on You Tube.

Founder and CEO Joanna Jensen said she is “so excited” to launch in Australia, the biggest launch in the company’s international expansion to date.

“We’ve seen huge growth of the business in the UK since launch due to high consumer demand, predominantly driven through word of mouth recommendations on social media and the press. This demand has reached international markets, so the natural next step for us is to launch into areas where we’re already seeing demand for our products,” Jensen said.

“There’s a huge opportunity to reach parents and caregivers of little ones in Australia who are looking for a kinder, milder alternatives to brands already on the market, that at the same time are fun for children to use. I was delighted to meet up with Aussie mums, dads and caregivers during a recent visit to Australia, and will be returning in March 2019 to meet more. Australia is very important for me as I have family living in and around Perth, and they have been very vocal in their need for the range in Oz, and who am I to disagree with a strong Aussie opinion?!”

Amanda Lunn head of commercial everyday and seasonal at BIG W said the retailer is thrilled to bring the products to Australia.

“We are thrilled to be the first retailer to bring Childs Farm’s toiletry solutions to families across Australia. We are confident parents and children will love the products not only for their fresh and fruity scents but for how gentle they are on their skin,” Lunn said.

The range is available now at Big W stores and online at Amazon Australia.


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