Despite the success they had already experienced, Richard admits the response caught them by surprise at the time: “Being a small business you think that only the big brands get a chance to shine, but with Amazon the cream rises to the top regardless of your size. Consequently, Joonya was one of the very first baby wipes to appear on, and within the first few weeks of operation Joonya’s wipes were the top-ranked product in the baby products section. Then, when Amazon launched its Retail and Marketplace offering in Australia, Leanne and Richard understood it was an exciting opportunity, having already experienced success with Amazon in the US. Within its first year of operation, the brand won the 2017 Mother & Baby Magazine Award for fragrance-free wipes. Parents have clearly been looking for precisely this, with Joonya proving a hit from the start. That’s Joonya.” Strengths combined Combining Leanne’s insight with Richard’s background in finance and passion for entrepreneurship, the couple’s mission has been to provide parents with access to stylish, eco-friendly, and safe baby products at affordable prices.
And so, we set out to build an integrity-based brand that offered transparency around what goes into the products we sell. Drawing on her experience working in media and marketing, including a stint in luxury advertising for brands in glossy magazines, Leanne could see there was a need for a brand that mums could be proud to pull out of their bag: “I knew there would be a demand from mums for affordable baby wipes that they could say were safe for both the environment and for their kids. Most eco-friendly offerings were far too expensive for their budget, while the cheaper, mass-market options came up wanting in terms of quality. Frustratingly, they were unable to find anything that suited their needs. When Leanne and Richard Sexton realised the baby wipes they were using caused their two boys to suffer from nappy rash, they knew they needed to find an alternative.
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