Indonesia’s mom and baby care market has a problem. Most of the health-conscious, quality skincare options are foreign brands with foreign price tags. Local alternatives exist, but few are built around what Indonesian parents actually need.
Gently is trying to change that.
The Bandung-based D2C brand has secured an undisclosed pre-seed round from Init 6, one of Indonesia’s most active early-stage investors. The funds will go toward new product development, R&D, growing the team, and marketing — the building blocks of a brand that is still in its early innings but already showing traction.
Started in 2021. Already Sold 10,000 Products.
Gently was founded by husband-and-wife duo Nyoman Anjani and Ramadhan Satrio. Anjani, who serves as CEO, spent five years at Unilever across Indonesia and the Philippines before going out on her own. Satrio leads commercial operations as CCO.
Their products only launched in April 2022. By the time this round closed, Gently had already moved more than 10,000 units — sold across major e-commerce platforms in Indonesia.
For a new brand with no legacy and no mass-market budget, that is a meaningful signal.
The Gap They Are Filling
The positioning is clear and deliberate. Most health-conscious skincare for moms and babies in Indonesia is imported, and imported means expensive. Gently offers quality, science-backed products at a price point Indonesian families can actually reach — around $3 to $7 per product.
These are not generic offerings either. Anjani has been explicit that each product is built to address specific user concerns, not just to fill shelf space.
The challenge, as she openly admits, is brand awareness. Building trust with parents takes time and consistency. Every marketing dollar has to count.
“To run a profitable business, we have to be very wise in spending money, even for marketing,” she said.
That kind of discipline early on tends to compound.
Why Init 6 Backed Gently
Init 6 venture partner Rexi Christopher pointed to the founding team as the core reason for the bet. Founders with deep category experience who understand what the market needs — and have the operational background to build for it — are not common. Gently’s co-founders bring both.
The Indonesian D2C space is crowded. But a brand that is locally built, affordably priced, and health-focused in a segment still dominated by foreign players has a real angle to grow from.
This pre-seed is the starting point.
Source: Tech in Asia
