Since 2013

Mothers who deeply care
Those first weeks, we were running on love and two hours’ sleep,” Alisa remembers.
She and her best friend Aim had become first-time mums within weeks of each other, yet the shelves offered nothing they trusted for newborn skin. So, night after night, they cleared a small kitchen table in Bangkok, whisked plant-powered blends of aloe, calendula, and shea butter, and tested them on their own babies first.
“We tweaked every scent and rejected any ingredient that could irritate a baby’s skin,” Aim adds.
One lavender lotion soothed Aim’s son’s eczema overnight. Word spread from play-groups to nursery teachers, and soon strangers were slipping handwritten requests under Alisa’s door. Eight gentle essentials emerged, debuted at a weekend baby fair, and sold out on the strength of one whispered promise: “It actually works.”
Today those humble, mason-jar recipes have grown into Just Gentle—an organic brand loved across Southeast Asia and the Middle East—yet every bottle is still judged by one standard: Would we use it on our own children?
Gently Evolving

Milestones
2015 Plant-based cleaning line keeps everything around baby toxin-free.
2017 Asia’s first natural kids hair-styling range launches.
2019 Market-first kids deodorant answers parents’ prayers for tween freshness.
2021 Family-safe Veggie Wash & anti-bac care join the lineup.
Category Expansion

Clean-Home Expansion
From bottle cleansers to hypo-allergenic laundry liquids, Just Gentle ensures that anything touching baby—clothes, toys, high-chairs—stays as gentle as the products used on their skin.
Global Growth

From Thailand to the World
What began on a folding table now sits on the shelves of premium supermarkets, department stores, and leading e-commerce sites across the Middle East and Asia. New innovations are always in the works, driven by the same restless curiosity that started it all.
Our Product Range

For Babies, Kids & Home
- Swim & Sport Shampoo + Body Wash
- Soothing Cream for Bug Bites
- SPF 50 Mineral Sunscreen
- Kids Deodorant (alcohol-free)
- Ultra-Soft Natural Laundry Detergent
- Plant-based fabric Softeners
- Plant-Based Surface Cleaner
- Mild Foaming Hand Soap
- Moisturising Lotion