When former investment banker Joanna Jensen could not find toiletries suitable for her young daughter’s sensitive skin, she started to make them herself. The Hampshire-based company produces a range of hair and skincare products suitable for babies and children, in particular those suffering from sensitive and eczema-prone skin. The products are stocked in all major UK retailers, including Boots and the big 4 grocers. It became the country’s second-largest baby toiletries brand — behind only the American giant Johnson & Johnson and has recently been awarded SME of the year award at The Grocers Awards.

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