The Interview: Joanna Jensen, Founder Of Childs Farm

Can you take us back to the beginning? What inspired you to launch Childs Farm from your kitchen table and could you visualise its future trajectory back then?

My youngest daughter Bella was born with atopic eczema, and when I went to find solutions to treat this I realised that nothing had changed since I’d been a child in the 1970s; it was a choice of oil-slick-like treatments that sat on the top of the bath water, or steroids – neither of which I wanted to use on my little one’s skin.

Whilst setting out to create a solution for her poorly skin I discovered that 1 in 5 under-fives in the UK also suffer from atopic eczema, meaning that there was a commercial opportunity to share the solutions I created for Bella with others. Once we had the formulations and gentle and non-irritant fruity fragrance agreed, I was thrilled that Bella and her other friends with sensitive skin found the products hugely beneficial. But it wasn’t until we undertook independent clinical trials that I knew we were onto a winner as 98% of the participants confirmed that the products didn’t irritate their child’s eczema-prone skin and in fact soothed it. It was a game changer for us.

Looking back, what were the biggest challenges you faced while scaling Childs Farm into the UK's No.1 children's skincare brand?

Cash was always the biggest challenge – never enough! Even as we were scaling at pace after numerous viral posts from parents – and adults – claiming almost miraculous results from using the creams, we were always racing to keep one step ahead, and that meant having more cash to tie up in stock to fulfil orders. Payment terms for Small to Medium Sized Enterprises (SMEs) from retailers are much longer than the largest of corporates, meaning we were always having to micro-manage our supply chain: too little stock, we missed out on sales. Too much, and we couldn’t participate in marketing opportunities. We managed to get a balance in due course, but fast growth can often come with problems – even though they are quality problems.

Now that Childs Farm has a new home, what's next on the horizon? Are you diving into new investments, writing more, or something entirely different?

My life now is a smorgasbord of excitement! I am an angel investor, having invested in 12 female-founded brands over the last 4 years. I chair the EIS Association, which is the trade body for the brilliant Government scheme that enables tax-efficient investment into start-ups and scale-ups, and also chair The Parallel Club, the philanthropic arm of Paralympics GB. I also advise several female founder initiatives including Buy Women Built and the Invest in Women Taskforce. And I’m enjoying sharing my views on championing and advising SMEs through my writing in The Sunday Times and other periodicals, as well as regular radio and TV work. Finally, my first book was published this year – Making Business Child’s Play: How to build a winning brand in which I share my early journey and findings with other entrepreneurs at the start of their journey to pass on what took me months to learn in minutes.

As a trailblazing entrepreneur and advocate for women in business, what's one piece of advice you'd give to aspiring female founders starting out today?

Know your consumer, know your consumer, know your consumer. Know exactly who could buy your product, goods or service – why they want it, where they want to find it, how much they are happy to pay for it, how often they want it and what are they going to change to be able to make this purchase. Without knowing your market opportunity and your potential consumer, you will never know how and where to communicate with her.

Skincare is your world, but how has your own personal skincare routine evolved over the years given your knowledge of the industry?

Everything changed when I met Sarah Chapman! The guru of British Skincare took me to task after she very kindly gave me a facial, and changed my whole routine. Cleansing is vital – both morning and evening – and moisturising should never be half-hearted. I moved away from really expensive creams and potions into a three-step routine using her Skinesis products which has really made my skin glow with health. Her overnight facial would be my Desert Island must-have.

Personal style is such a powerful form of self-expression. How important is it to you as a businesswoman, and how has it played a role in your entrepreneurial journey?

Feeling comfortable in clothes is a must when you have long days ahead which often involve travel. And having a look which can take you from morning to evening is really essential. I’ve found my shoe heel height has reduced over the years, with flats and smart trainers now a must – especially as I’ll walk between meetings when in town. And my colour palette has brightened, including a lot more orange and pink – it helps me stand out in photographs especially in a sea of men in suits!

We've heard you're a fan of Favourbrook! What drew you to our womenswear, and how does it fit into your wardrobe?

Favourbrook simply have the jackets of my dreams. From the moment I first saw the fabrics on Four Weddings and a Funeral, I fell in love with the brand. They offer such versatility and comfort, yet lift any outfit to the height of sophistication. I’ve recently bought the most delicious floaty trousers which are positively indecent the way they just glide sensuously on my legs, so I’m very much looking forward to taking them out for their first date!

Finally, if you could time-travel and give your pre-Childs Farm self one style or business tip, what would it be?

Learn from the past, then move on. There is nothing to be gained about regretting old decisions. Live for the now and the future – and enjoy every moment. It goes far too quickly.