Just Gentle | Leading the Way in Childrenβs Skincare
Leading the Way in
Children's Skincare
From a kitchen table in Bangkok to the shelves of top stores across the UAE and GCC β this is the story of Just Gentle, the organic family brand that refuses to choose between safe and effective.
Founded 2013
Mom-Founded
ECOCERT France
UAE's #1 Organic Kids Brand
Our Founding Story
Two Moms. One Frustration. Zero Compromise.
In 2013, Aim On and Alisa were searching for something that simply didn't 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 β 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 the UAE and GCC's most trusted organic baby and children's skincare brand, with over 50 SKUs 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 β with products that are useful and effective, fun for kids, and smell great too. As moms, we put extra love and care into every detail."
β Aim On & Alisa, Co-Founders2013
Founded by two moms
50+
SKUs newborn to teen
10+
Years trusted in GCC
#1
Organic kids deodorant
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 built around ECOCERT-certified organic essential oils sourced from France and allergen-free scents from Europe.
2015
Plant-Based Cleaning
Just Gentle launches its household cleaning range: laundry detergent, fabric softener, and multi-surface cleaner β derived from coconut and corn, biodegradable and residue-free.
2017
Kids Hair Styling
Gel, wax, spray and detangler for children β all without alcohol or parabens, enriched with organic Argan Oil. A category that had never been done organically.
2019
Organic Kids Deodorant
Just Gentle becomes the first brand globally to launch a certified-organic deodorant specifically formulated for children and pre-teens. Now the No.1 selling kids deodorant in the UAE.
The Lifecycle Range
One Brand That Grows With Your Child
Just Gentle is the only organic children's skincare brand in the UAE that spans every developmental stage.
Ages 0β2 Β· Pure Start
The Gentlest Beginning
Newborn-safe formulas built on the highest ECOCERT standard. Perfume-free, paediatric-approved, gentle enough for the first bath.
Shop Pure Start β
Ages 3β10 Β· Active Life
Made for Mess & Play
Kids' shampoo, body wash, Swim & Sport, SPF 50 reef-safe sun care, and insect repellent β performance organic for active kids.
Shop Active Life β
Ages 8β14 Β· Confidence Shift
Their First Step Up
The UAE's No.1 organic kids deodorant range. No aluminium. No harsh chemicals. Just genuine all-day protection and confidence.
Shop Confidence Shift β
All Ages Β· Gentle Home
Organic Everywhere
Plant-based dish soap, laundry detergent, all-purpose cleaner, and the innovative Fruit & Veggie Wash. Same clean-ingredient promise.
Shop Gentle Home β
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
- Artificial Colors
- Dairy & Gluten
- Top 26 Allergens
- DEET
ECOCERT Certified β France
One of the world's most rigorous organic certification bodies. Not a marketing claim β a legal standard.
Dermatologically Tested
Every formula is hypoallergenic and safe for sensitive, eczema-prone skin from birth.
Made for the GCC Climate
Our organic ingredients aren't just ethical choices; they're the most effective ones for extreme UV, A/C 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 & Beyond
Available in Kuwait, Bahrain, Qatar and Oman β exclusively distributed by Xpitrade General Trading LLC.
Find Your Family's Perfect Match
From newborn essentials to teen deodorants β shop our full range.
Shop All Products