Hampshire-based specialist children’s toiletries brand Child’s Farm has seen off the likes of Unilever, Cussons and Johnson & Johnson to be the fastest growing toiletries brand in the UK.

According to independent data supplied by Kantar, the company, which launched in 2010, is growing 284 percent year on year thanks to the popularity of its natural shampoos and moisturizers for children.

After investing in clinical trials in order to prove the product’s safety for use on small babies, the company is now the fourth largest specialist children’s toiletries brand in the UK, focusing on sensitive, eczema-prone skin.

Giants such as Vaseline and Sudocrem pipped Child’s Farm to the top, which is stocked in the likes of Waitrose, Boots, John Lewis, and Superdrug and has recently signed a deal with Boots to launch a new range of baby products next month.