Gently Soap

Gently Soap is a skincare company specializing in handcrafted, herbal-infused bar soaps designed for individuals with sensitive skin, including conditions like eczema and psoriasis. The company was founded in 2020 by Kristen Dunning, who drew upon her personal struggles with eczema and her academic background in agricultural communication and horticulture from the University of Georgia to create the brand. Dunning, who comes from a family with a farming legacy in Alabama, was motivated to develop gentle, joyful bathing products after experiencing pain from conventional soaps and even some natural alternatives that contained irritating essential oils.

The company's business model is direct-to-consumer, primarily through its own website and Amazon, with expansions into retail partners like Thirteen Lune and BLK + GRN. Revenue is generated from the sale of its bar soaps, which retail for approximately $11 per bar or in bundles. The business gained significant exposure after Dunning's successful appearance on Shark Tank in 2023, where she secured a $75,000 investment for 25% equity from investor Candace Nelson. This followed a series of wins in pitch competitions and grants totaling over $200,000 from organizations like Aveeno and Pharrell Williams' Black Ambition initiative.

Gently Soap's core products are formulated using organic, US farm-grown herbs and botanicals, such as calendula and chamomile, in a base of saponified oils and butters like shea and cocoa butter. A key differentiator is that the products are free from essential oils, synthetic fragrances, dyes, and other common irritants, making them suitable for highly reactive skin. Clinical studies have shown the soaps to be non-irritating and to significantly increase skin hydration and improve the skin barrier function. The company emphasizes sustainability through plastic-free, recycled paperboard packaging and gives back to the community through its LOVE GENTLY initiative, which donates soaps to non-profits.

Keywords: sensitive skincare, eczema relief, herbal soap, natural bar soap, essential oil-free, Kristen Dunning, Shark Tank, sustainable skincare, plant-based soap, organic ingredients, agricultural science, handcrafted soap, fragrance-free, psoriasis care, direct-to-consumer, clean beauty, irritant-free, Black-owned business, shea butter soap, calendula soap