THE WHAT? PZ Cussons has announced the acquisition of baby and personal care brand Childs Farm. 

THE DETAILS Product lines include natural bath and shower, skincare and haircare, with all Childs Farm products being vegan and cruelty-free. 

Childs Farm Founder Joanna Jenson will continue as an investor and a champion of the brand, both in the UK and abroad. 

THE WHY? Childs Farm is said be highly complementary to PZ Cuzzon’s strategic focus behind the core categories of Baby and Hygiene.

The company will leverage its ‘brand building capabilities’ to improve its UK leadership position, while seeking expanding internationally.

Jonathan Myers, Chief Executive Officer of PZ Cussons, said, “The foundations of our new strategy ‘Building Brands for life, Today and for future generations’ are firmly in place and are delivering results. As we transition from turnaround to transformation, we are delighted to take this important step to accelerate growth in our core categories and priority markets. Over the past decade, Joanna and her talented team have built a category-leading brand, loved by millions of parents seeking the very highest quality products for their children.

“Childs Farm is a clear leader in sustainability, demonstrating that we share a strong ethos, as PZ Cussons journeys towards our own B Corp ambition. We look forward to welcoming Childs Farm to the PZ Cussons family as a Must Win Brand, and to driving the next stage of its growth both in the UK, and beyond.”