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. The brand was launched in Boots and Waitrose in 2014 and became the number one brand in the baby and child segment in 2019, disrupting and reducing the market share of other more established brands.

In March 2022, Jensen sold Childs Farm for £36.8m to PZ Cussons, the branded consumer goods business and owner of well-known brands such as St.Tropez, Imperial Leather and Carex.

Jensen is a keen supporter of other female entrepreneurs. She is an investor in 11 female-founded brands and a leading advocate for supporting female-founded businesses. She works on the advisory board of Buy Women Built, a recently formed movement driving awareness of female-founded brands to UK consumers and investors.

In June 2024, Jensen was appointed chair of the Enterprise Investment Scheme Association, a scheme she has benefitted from both as an entrepreneur and as an investor.