Joanna Jensen discusses with Ivan six things which should be better known.
Joanna Jensen is the founder of the British multi-award-winning baby and child personal care brand, Childs Farm which she created in 2010 as a result of her own daughters’ sensitive and eczema prone skin.
A former Investment Banker in both London and Hong Kong, Jensen transformed an emotional need into a commercial brand from day one. Her brand was launched into mainstream retailers Boots and Waitrose in 2014 and became the number one brand in the baby and child toiletries category in 2019 disrupting the more established legacy brands with its natural, sustainable and fruity formulas, and seeing Johnson Baby’s market share tumble from 32% to 13% in just 5 years.
In March 2022, Jensen sold 92% of Childs Farm for £36.8m to PZ Cussons Plc, the branded consumer goods business and owner of well-known brands such as St.Tropez, Imperial Leather, and Carex selling the final 8% in January 2025.
Jensen is an active keen supporter of female founded businesses. She is an Angel Investor in 11 female founded brands and a leading advocate in supporting female founded businesses. She sits on the Angel Investment Committee for the Invest in Women Task Force and the advisory board of leading consumer initiative Buy Women Built, both driving awareness of female founded brands to UK consumers and investors.
Jensen Chairs both the Enterprise Investment Scheme Association (EISA) – the Trade body for this excellent Government scheme from which she has benefitted from both as an entrepreneur and as an investor – and the philanthropic arm of Paralympics GB, The Parallel Club.
Jensen works directly with the Imperial Venture Mentoring Service (IVMS), Imperial College’s flagship entrepreneurial mentoring programme. Its mission is to support the next generation of innovators and entrepreneurs with an elite group of industry mentors.
Jensen is a regular contributor to The Sunday Times, The Times and City AM, a regular guest on Channel 5 morning shows Jeremy Vine, Storm Huntley and Vanessa, and a voice of business on Radio 5 Live’s Wake up to Money Show.
Jensen’s first book Making Business Child’s Play: How to build a winning brand was published in September 2025. From idea to launch, she details everything entrepreneurs don’t know they don’t know to endeavour to learn what took her six months to learn in 6 minutes.
- Small, consistent actions beat sporadic big ones
- Your brain treats uncertainty as a threat
- A ‘mast’ year occurs every 3-5 years
- Relationships are the real currency in business
- Bees are infrastructure for our food system
- Strong social connection is a biological need
Better Known 