Gently, an Indonesian D2C brand specializing in mom and baby care products, has secured undisclosed pre-seed funding from Init 6 to enhance its product range and brand awareness.

Target Information

Gently is an Indonesian direct-to-consumer brand focused on mom and baby care products, which has recently secured an undisclosed amount of pre-seed funding from Init 6. Founded in 2021 by Nyoman Anjani and her husband, Ramadhan Satrio, Gently aims to offer health-conscious skincare solutions for mothers and infants. Since launching its products in April of the previous year, the company has successfully sold over 10,000 items, demonstrating strong initial market traction.

Nyoman Anjani, who serves as the co-founder and CEO, has prior experience at Unilever in Indonesia and the Philippines, which contributes to her expertise in the consumer goods sector. Gently focuses on creating affordable, quality white-label skincare products, priced between $3 and $7, designed to meet specific consumer concerns. This positions the company to effectively compete with existing foreign brands that dominate the market.

Industry Overview in Indonesia

The mom and baby care market in Indonesia is experiencing significant growth, driven by an increasing focus on health and wellness among consumers. The rise of e-commerce platforms has also transformed how consum