Important claims & research
Childs Farm was founded as a specialist toiletries provider for little ones. Our good reputation depends on our ability to manage, look after and maintain young skin and hair so that it is clean, moisturised and free from irritation.
Our latest research shows us that mums and dads believe everything they find in the baby aisle is safe to put on their child’s skin and hair. But with our range, we want to be absolutely certain that this truly is the case.
Going the extra ‘country’ mile
To give mums, dads and caregivers the reassurance they’re looking for when it comes to caring for their children’s skin, Childs Farm undergoes clinical tests and controlled user trials on every single one of our products. It may surprise you to know that we are one of the very few baby and child ranges to do this.
In fact, we go above and beyond the rigorous EU guidelines and regulations for the cosmetics and toiletries industry. This is because, as parents ourselves, we want to be sure that the claims we make on our packaging can be trusted 100%.
So, when we tell you that our products are dermatologically tested and approved, and paediatrician approved, as suitable for newborns and upwards – even those with sensitive and eczema-prone skin – you can rest assured that we’ve jumped through many more hoops than most other baby and child ranges in order to make these claims.
This means our product development process is fairly complicated! By detailing it here, we want to show you how much care goes into everything we make, and the lengths we go to, to ensure all our products are fit for purpose.
Designing a new product
All our products are created in the research and development lab of British toiletries manufacturer Medichem. We’ve worked with Medichem –headed up by Maxine Scanlan– since our founder Joanna came up with the first formula for Childs Farm. Now, Maxine knows exactly which ingredients we’ll consider for our range and which we won’t; what’s new that we might like; and which essential oils have recently been created.
Joanna has a giant box of essential oils which she is constantly playing around with. When we think we need a new product, out comes the box and the sniffing begins! But just because something smells nice, it doesn’t mean it’s safe to use on young skin. So a huge amount of research goes into every choice we make for an essential oil.
Once we have chosen an essential oil and matched it with a base product, the end result is tested on as many babies and children as we can find locally. If every little one involved in this testing process is happy, we then go ahead with stability testing. This is a robust process that all our products go through for three months. It makes sure they can withstand changes in temperature, and that they don’t separate or break up. If the product passes stability testing, the next step of our process is to put the product through a clinical trial.
What is a clinical trial?
A clinical trial is a managed and controlled test procedure carried out by an international medical research company, so that all results are universally recognised.
It is not a mandatory process for products marketed to babies and children. It’s something that we at Childs Farm choose to do, to make sure that all our toiletries are not just fit for purpose, but safe as well.
Undertaking a clinical trial costs a lot of money, but that shouldn’t prevent all baby & child ranges carrying them out, to confirm their suitability for little ones. However, the vast majority of brands don’t do this.
At Childs Farm, we use testing experts who follow a standard, industry-approved, scientific protocol that dictates the number of participants in our trials, and the process by which our products are evaluated. The trial takes the form of a 96 hour patch test on a selection of men and women of varying ages – all of whom have medically-diagnosed eczema. A sample of product is put onto a medical ‘disc’ which is then stuck to each participant with medical tape and left undisturbed for 23 hours. This is then removed and the participant’s skin is reviewed for an hour. Any reaction or redness is recorded. The whole process is then repeated until each and every product has been tested on four different parts of each participant’s body.
Reviewing the results
The results of this research are then examined by a dermatologist and a paediatrician. If both these doctors believe they substantiate the claims for which they have been tested, they confirm their approval by signing all claim documents. In the case of Childs Farm these claims are:
✓ dermatologically approved
✓ dermatologically tested
✓ clinically tested
✓ suitable for eczema-prone skin
✓ paediatrician approved
✓ suitable for newborns
✓ kind to skin
✓ mild for skin
✓ safe for skin
If a product doesn’t pass a clinical trial, it won’t go on a shelf!
What is a user trial?
A user trial allows us to gather responses from potential users of our brand by trying out our products on certain groups of babies and children. This means we can give you, our customers, the reassurance of feedback from real parents – including those whose little ones have poorly skin.
When we undertake a user trial, we commission the same international medical research team to find groups of parents – such as parents who have babies under 18 months old; parents of toddlers; and parents whose babies have medically diagnosed eczema – so that those parents can test our products on their little ones.
The process usually takes place over the course of a week, and will involve at least 100 participants.
Parents are given a bottle of one of our products, and asked to use it for a week as part of their baby or child’s normal bathing routine. They are then asked to thoroughly review the product. These reviews are then returned to the medical research team, and form the basis of a series of documents which detail the results of each trial.
Results of our most recent user trials
Our whole range was recently trialled on 112 babies aged between 0-3 months. A whopping 99% of parents reported no irritation to their newborn’s skin. In addition:
✓ 9 out of 10 parents said they would recommend Childs Farm
✓ 9 out of 10 parents said they would buy Childs Farm products
✓ 9 out of 10 parents preferred Childs Farm fragrances to their regular brand
We also carried out user trials on 117 babies with medically diagnosed eczema, aged between 3-18 months. We found that 88% of parents would recommend Childs Farm to other parents whose baby or child has eczema, and 90% of parents would buy Childs Farm instead of their usual brand.
Almost 96% of our ingredients are approved organic by the Soil Association. This means we know we’re using quality, robustly tested ingredients from the outset. We consciously chose not to go fully organic because we felt that to do so wouldn’t fully benefit you, the end user. We pride ourselves on being a fully inclusive brand, and to be 100% organic would have made our price point so high that our range would have been beyond the reach of ordinary mums, dads and their children.
Happy skin means happy babies, kids and parents tooTM
In the UK, 1 in 5 children under five suffers from eczema, and 82% of parents believe their child has sensitive skin. At Childs Farm, we want all babies and children to have happy skin. Our products look such fun in the bathroom that every child will want to use them, and because they’re scented with essential oils, they smell amazing too.
Our naturally derived ingredients work hard to clean thoroughly and moisturise deeply. But they’re also mild, kind and safe for everyone. Even those with poorly skin.