Most brands celebrate milestones with a sale. Gently did something different.
To mark three years in Indonesia, Gently donated 3,000 baby care products to families in need through Badan Amil Zakat Nasional (Baznas). The handover took place on March 15, 2025, a deliberate choice to tie the brand’s anniversary to something that actually matters.
Baznas was chosen as the distribution partner to make sure the products reached the right hands. Not a token gesture. A structured effort to get quality baby skincare to parents who otherwise would not have access to it.
The Problem Behind the Initiative
Baby skin is among the most sensitive on the human body. Thinner, more permeable, and still developing, it is prone to rashes, eczema, and irritation when not properly cared for. And yet, quality baby skincare in Indonesia remains out of reach for many families.
Gently CEO and Founder Nyoman Anjani has been direct about this. Good skincare for babies should not be a luxury. Unhealthy skin does not just cause discomfort, it can interfere with a baby’s growth and daily development in ways that compound over time.
“We hope the product innovations Gently has developed over these three years can bring real benefits, especially for Indonesian children, so that optimal skin health becomes something more babies can actually have,” she said.
Three Years of Building Toward This
Since launching its products in 2022, Gently has grown its lineup to 15 product types, including baby face cream, calming baby cream, rash cream, and body wash. Each one is designed around the specific needs and skin conditions of Indonesian babies.
This donation is not separate from that work. It is an extension of it.
Three years in, Gently is still asking the same question it started with: how do we make quality baby care accessible to more Indonesian families? The answer, apparently, includes giving 3,000 products away.
Source: Kompas.com
