They Grow.
We Grow With Them.
Two mums. One kitchen table. A promise never to make a product they would not use on their own children. Shop All ProductsZero decent options. In 2013, Aim-On and Alisa looked at every baby care shelf in Bangkok and found the same thing: synthetic fragrance, harsh sulfates and clinical packaging. So they went home and built something better. From scratch. For their own kids first.
Made by Mums.
Trusted by Families.
Just Gentle began with a simple question: why should safe and effective ever be a compromise? Aim-On and Alisa did not accept that parents had to choose between products that work and products they can trust.
More than ten years on, the test has not changed. Would we use it on our own children? If the answer is anything less than yes, it does not ship.
A Decade of Firsts
The first eight products launch at baby fairs and organic stores in Bangkok, made with organic ingredients certified by ECOCERT, France.
The plant-based cleaning line arrives: laundry detergent, fabric softener, dish wash and multi-surface cleaner. Safe around babies.
Alcohol-free gel, wax, spray and detangler, made with organic botanicals. Style without the crunch, or the ingredients list you have to look up.
An aluminium-free deodorant designed for kids from age 5, back when the shelf offered them nothing but adult sticks.
Hand sanitisers and antibacterial hand washes, made to protect small hands without stripping them.
Deodorant sticks, an after sun cooling gel and a first face moisturizer join the range as our original customers become teenagers.