Advice Column, Parenting

The UK’s No.1 sensitive toiletries brand for babies & children, now available in SA

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The brand’s range of bath, skin and hair care products are currently available in 117 Clicks stores and 33 Baby City stores across SA as well as online via

The launch is the latest development in a period of extraordinary growth for the brand, which was founded in 2011 by entrepreneur Joanna Jensen and is already established as the UK’s largest baby and child toiletries brand, after Johnson’s Baby.

The brand has seen triple-digit growth every year for the last seven years in the UK. Sales have been bolstered by its hero product, a baby moisturiser, which has led to a bottle of Childs Farm being sold every 14 seconds in the UK.

The brand attributes its phenomenal success to advocacy from real mums. Sales of the baby moisturiser have skyrocketed after social media reviews from satisfied customers went viral, prompting product enquiries to flood in from across the world, including South Africa.

Childs Farm’s product range, which includes moisturisers, bubble baths, shampoos and sun care, is specially designed for all skin types, and is dermatologist- and paediatrician-approved for use on sensitive and eczema-prone skin. Products don’t contain any parabens, SLSs, mineral oils or artificial colours and the majority contain over 98% (by volume) naturally derived ingredients.

Speaking about Childs Farm’s international expansion, founder and CEO Joanna Jensen said, “We’ve seen a huge growth of the business in the UK since the launch due to the high consumer demand for our products, predominantly driven through word of mouth recommendation. This demand has now reached International markets, so the natural next step for us is to launch into new markets where we’re seeing this demand for our products. I’m really excited about the recent launch in South Africa as part of our International expansion strategy.

South Africa represents a huge opportunity for us to reach more parents and caregivers of little ones 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.

We have recently expanded our team in order to manage the growth, and support our international expansion plans. It’s a really exciting time for the brand.”

Childs Farm products are currently available in Baby City, Clicks stores and via Prices range from R99 to R119.99, with a range of over 15 different products to choose from.

For more information on Childs Farm products visit or the local Facebook page:

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