What Childs Farm does

Childs Farm is a UK-based consumer packaged goods brand specializing in mild, naturally derived skincare and haircare products formulated for babies, children, and adults with sensitive skin. Founded in 2012 by Joanna Jensen as a personal response to her own child's sensitive skin, the company launched with six formulations and has since expanded into a portfolio spanning baby care, child care, haircare, suncare, and a specialized OatDerma range for dry, itchy, and eczema-prone skin. The technology foundation rests on formulation science rather than software: products contain a minimum of 92% naturally derived ingredients measured against the ISO 16128 standard, use pH-balanced (5.0-5.5) naturally derived surfactants, and undergo clinical testing above EU regulatory requirements. Sub-brands and licensed ranges include OatDerma (fragrance-free dermatological), SlumberTime (sleep routine), Coco-Nourish and Tangle Taming (haircare), and Bluey (character-licensed). All products are dermatologist-approved, Leaping Bunny certified, and registered with The Vegan Society.

The business operates on a standard consumer packaged goods revenue model, selling one-time-purchase products at retail price points through multi-channel distribution. GTM motion combines direct-to-consumer e-commerce (childsfarm.com with UK, US, and DE storefronts) with third-party retail: Boots in the UK, Amazon across UK/US/DE, and ROSSMANN and dm in Germany. Geographic footprint spans the UK (primary), the DACH region via Germany, and the United States. Marketing relies on content (ingredients directory, blog, FAQ), organic social (Instagram), email newsletters, and retail co-marketing with channel partners. The brand operates as a trading name under PZ Cussons PLC, a London-listed international consumer products group, with registered office at Manchester Business Park. Headcount of 11-50 reflects the brand-level team; production and distribution scale are provided by the parent group's infrastructure.

Name

Childs Farm

Legal name

PZ Cussons PLC

Website

https://childsfarm.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Childs Farm is a UK-based consumer packaged goods brand producing naturally derived, dermatologist-approved skincare and haircare products for babies, children, and adults with sensitive skin, distributed via Boots, Amazon, and direct e-commerce in the UK, Germany, and the US under parent PZ Cussons PLC.

Ownership category

akta.pro rank

Product category

Baby & Children's Skincare

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Kids Skincare (Moisturizers, Sensitive Skin) (CRABAJAI)

akta.pro secondary industries

Baby Skincare (Lotions, Creams, Oils) (CRABAJAB), Kids Haircare (Shampoo, Styling, Detanglers) (CRABAJAJ), Baby Haircare (Shampoo, Conditioner, Detanglers) (CRABAJAD), Kids Personal Cleansing (Body Wash, Hand Soap) (CRABAJAH), Dermocosmetics & Medical-Grade Skincare (CRABAAAF)

Keywords

• Baby skincare products
• Children's sensitive skincare
• Naturally derived toiletries
• Dermatologist approved skincare
• Children's haircare products

Headquarters

HQ city

Basingstoke

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Operations

Revenue model

1. Consumer packaged goods sales: Sale of skincare and haircare products for babies and children through retail and online channels. Products include bubble baths, moisturisers, shampoos, suncare, and hair care products sold at standard retail price points.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Childs Farm manufactures and sells naturally derived, dermatologist-approved skincare, haircare, suncare, and sleep products formulated for babies, children, and adults with sensitive and eczema-prone skin. The portfolio spans dedicated product ranges (Baby, Child, Haircare, OatDerma, SlumberTime, Suncare) plus the Bluey-licensed character range, available in sizes from 50ml to 500ml through pharmacy chains, online marketplaces, and the brand's own e-commerce site.

Product overview

Childs Farm is a UK-based children's skincare brand offering a comprehensive portfolio of gentle, effective skincare products for babies and children. The core offering spans multiple product lines including the Baby Range (for newborns), Child Range, Haircare Range (featuring 2-in-1 shampoo & conditioner, detanglers, Coco-Nourish, and Tangle Taming sub-ranges), OatDerma sub-brand (fragrance-free formulations for dry, itchy, sensitive skin), SlumberTime Sleep Range (bath soak, massage lotion, sleep mist), and Suncare Range (SPF50+). The brand also holds a licence for the Bluey character-branded range including aftersun and bubble bath products. Additional products include 3-in-1 Swim, Baby All Over Balm, and various moisturisers. All products are vegan, cruelty-free (Leaping Bunny approved), and dermatologist-approved, featuring naturally derived ingredients with fruity fragrances.

Differentiator

Problem solved

Functional benefit

Brands

• Bluey: Licensed brand collaboration featuring Bluey and Bingo characters from the Australian animated TV series. Includes bubble bath, hair & body wash, moisturiser, aftersun, and SPF50+ sun care products in Bluey-berry fragrance.
• OatDerma
• SlumberTime
• Coco-Nourish
• Tangle Taming

Products and services

• Baby Range Skincare products specifically developed for newborns and babies, including bubble baths, moisturisers, shampoos, and balms designed for delicate baby skin from birth onwards.
• Child Range Gentle skincare products for children's skin including bubble baths, hair and body washes, and moisturisers in various fruity fragrances for developing skin.
• OatDerma Range Specialised fragrance-free skincare range for dry, itchy, and sensitive skin with oat-based ingredients. Includes bath milk, body moisturiser, body wash, bubble bath, conditioner, face cream, and shampoo.
• Haircare Range Tear-free hair care products for children including 2-in-1 shampoo and conditioner, detanglers, and the Coco-Nourish (coconut-based) and Tangle Taming (strawberry & mint) sub-ranges for children's hair.
• SlumberTime Sleep Range Award-winning sleep routine range with lavender and moon milk fragrance. Includes bath soak, calming massage lotion, and sleep mist designed to help children relax before bedtime.
• Suncare Range SPF 50+ sun protection products for sensitive skin including sun creams, roll-on, and sun sprays designed for children and family use.
• Bluey Range Children's skincare and suncare products featuring Bluey and Bingo characters from the Australian animated TV series. Includes SPF50+ sun cream, bubble bath, hair & body wash, aftersun, and moisturiser in Bluey-berry fragrance, available at Boots and Amazon.
• 3 in 1 Swim All-in-one body wash, shampoo and conditioner formulated to rinse away chlorine and combat the drying effects of swimming while being gentle on children's delicate skin and hair. Strawberry and mint scent.
• Baby All Over Balm Fragrance-free balm specifically created to nurture baby's delicate skin, clinically proven to support the skin's natural barrier and moisturise skin for 24 hours.
• Hair & Body Wash Gentle tear-free combined hair and body wash with fruity fragrances like blackberry & apple, designed specifically for children's developing skin and hair.
• Baby Moisturiser Moisturiser specifically designed to nurture and protect baby's delicate skin, supporting the skin's natural barrier with up to 24-hour moisturisation in baby soft scent.
• 2 in 1 Shampoo & Conditioner Gentle tear-free shampoo and conditioner combination designed for children's developing haircare needs with fruity apple and pear fragrance.
• 3 in 1 Hair Detangler Amazon-exclusive detangler spray with heat styling protection, designed for children's developing haircare needs with apple and pear fragrance.
• Bluey Aftersun After sun lotion in Bluey-berry fragrance, scientifically developed to hydrate, nourish and care for children's delicate skin after sun exposure.

Quantifiable outcome

• All products contain minimum 92% naturally derived ingredients measured against ISO 16128 standard
• +2 more outcomes

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators3 records

Recent moves8 records

Expansion highlights6 records

Market position

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/childsfarm
• Xx.com/childsfarm
• Facebookfacebook.com/lovechildsfarm
• LinkedInlinkedin.com/company/childs-farm-ltd

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Childs Farm