Just Gentle | Leading the Way in Children’s Skincare
Leading the Way in
Children's Skincare
From a kitchen table to the shelves of top stores across the UAE and GCC, this is the story of Just Gentle, the organic family brand that refuses to choose between safe and effective.
Founded 2013
Founded by two mums
Organic ingredients certified by ECOCERT, France
Newborn to teen
Our Founding Story
Two Mums. One Frustration. Zero Compromise.
In 2013, Aim On and Alisa were searching for something that simply did not exist: organic, natural personal care products for their children that were genuinely effective, smelled wonderful, and carried the kind of ingredient transparency they could trust completely.
Unable to find it, they built it themselves. Just Gentle was born, not in a corporate boardroom, but from real maternal instinct and a refusal to accept the status quo.
Over a decade later, Just Gentle is one of the GCC's most trusted organic baby and children's skincare brands, with more than 50 products spanning four life stages. Available across top department stores, supermarkets, and online platforms throughout the Middle East.
"We wanted to create a happy and enjoyable experience, with products that are useful and effective, fun for kids, and smell great too. As mums, we put extra love and care into every detail."
Aim On and Alisa, Co-Founders2013
Founded by two mums
50+
Products newborn to teen
10+
Years trusted in the GCC
4
Life stages covered
A Decade of Firsts
How Just Gentle Grew With You
2013
The Beginning
The first 8 Just Gentle products launch. From day one, every formula is made with organic ingredients certified by ECOCERT, France, and allergen-free scents.
2015
Plant-Based Cleaning
Just Gentle launches its household cleaning range: laundry detergent, fabric softener, and multi-surface cleaner, derived from coconut and corn, biodegradable and residue-free.
2017
Kids Hair Styling
Gel, wax, spray and detangler for children, all without alcohol or parabens, with organic argan oil in the hair gel and detangler. A category that had never been done organically.
2019
Organic Kids Deodorant
Just Gentle launches a deodorant made specifically for children from age 5, aluminium-free and alcohol-free, with 100% natural antibacterial agents certified by ECOCERT.
The Lifecycle Range
One Brand That Grows With Your Child
Just Gentle spans every developmental stage, from the first bath to the first deodorant.
Ages 0 to 2 · Pure Start
The Gentlest Beginning
Newborn-safe formulas made with organic ingredients certified by ECOCERT, France. Perfume-free options, dermatologically tested, gentle enough for the first bath.
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Ages 3 to 10 · Active Life
Made for Mess and Play
Kids shampoo, body wash, swim and sport care, SPF 50 reef-safe sun care, and insect repellent. Performance organic for active kids.
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Body Care and Hair Styling · Confidence Shift
Their First Step Up
Aluminium-free kids deodorants from age 5, plus alcohol-free hair styling. No harsh chemicals, just all-day protection and confidence.
Shop Confidence Shift →
All Ages · Gentle Home
Organic Everywhere
Plant-based bottle and toy wash, laundry detergent, fabric softener and multi-surface cleaner. The same clean-ingredient promise, for the whole house.
Shop Gentle Home →
Our Promise
What We Never Use
Every product is formulated without the ingredients that cause the most concern for parents.
- Parabens
- Sulphates (SLS)
- Phthalates
- Aluminium in deodorants
- Artificial colours
- Drying alcohols
- Top 26 allergens
- DEET
Organic ingredients certified by ECOCERT, France
ECOCERT is one of the world's most rigorous organic certification bodies. It certifies the organic ingredients we use, to an independently audited standard.
Dermatologically Tested
Our baby and kids care is dermatologically tested and made for sensitive, eczema-prone skin.
Made for the GCC Climate
Our organic ingredients are not just ethical choices, they are the most effective ones for extreme UV, air-conditioned interiors, and summer heat.
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United Arab Emirates
Available in top supermarkets, department stores, Amazon.ae and Noon across Dubai, Abu Dhabi, and Sharjah.
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Saudi Arabia
Growing distribution across Riyadh, Jeddah, and Dammam through key retail and online channels.
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GCC and Beyond
Available in Kuwait, Bahrain, Qatar and Oman.
Find Your Family's Perfect Match
From newborn essentials to teen deodorants, shop the full range.
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