Frida Enters Older Kids' Personal Care Category With 32-Product Line

Frida is expanding into children’s personal care and hygiene, marking the fourth major category in its portfolio as the brand targets demographics beyond infancy.

Frida for Kids is a line of 32 gender-neutral personal care and hygiene products—ranging from whipped body wash and oral care to nail clippers—launching at Walmart, Amazon, and Frida.com. It is the latest category expansion for a company that gained national prominence in 2014 with its standout nasal aspirator, which became a baby registry staple. Frida has since built out its offering with the Frida Mom line of mass-market postpartum care products and Frida Fertility.

Chelsea Hirschhorn, CEO and founder of Frida, said Frida for Kids targets children and families who have outgrown "tear-free baby shampoo" but are not yet ready for adult grooming products. The collection is also designed to help children build independent hygiene habits through functional features like timed, light-up electric toothbrushes.

“We’re not just jumping into a personal care category with generic products,” Hirschhorn said in an interview with Modern Retail. “Parents can expect the same level of thoughtfulness and ‘Why didn’t I think of that?’ ingenuity that they’ve gotten throughout their first chapter of parenthood from us.”

The product launch reflects how Frida is re-evaluating its brand positioning after facing online criticism earlier this year. In February, the brand encountered backlash on social media over marketing campaigns that relied on sexual innuendos. Consumers questioned whether mature humor belonged on baby items, citing examples such as Frida’s 3-in-1 thermometer packaging, which asked, “How about a quickie?”

Hirschhorn noted that the controversy underscored how rapidly online discourse can escalate, praising her team for navigating the situation. She added that the experience served as a reminder for brands to align their tone with consumer expectations while keeping brand hygiene in check.

“We’ve been able to filter out the noise from the real feedback and honest perspectives that were shared, and I think we’ve done a really great job showing up in a different way than maybe we did over a decade ago, in some of the things that were resurfaced,” Hirschhorn said.

While incorporating consumer feedback, the team has not abandoned its signature humor. The Frida for Kids launch continues to embrace straightforward parenting reality under the tagline “Do It Yourself Care.” A teaser post on Instagram highlighted relatable quotes like “Kids know every Fortnite cheat code but can’t wash behind their earlobes,” and “Kids can spend 45 minutes filming a GRWM but can’t brush their teeth for two.” The marketing strategy includes creator partnerships, earned and paid media, and dedicated retail placement, including end-cap displays in Walmart’s personal care aisles.

“The marketing remains committed to supporting parents with unbridled honesty and infusing a little bit of levity,” Hirschhorn said. “The feedback has been incorporated in a way that we show up for our core consumer, but they can always expect authentic storytelling and lived moments from the brand really honestly.”

Pricing was a central consideration during formulation and development, according to Hirschhorn. With individual items priced between $6.99 and $19.99, the line aims to remain accessible as families navigate broader inflationary pressures and spend trade-offs.

“We’re within a sweet spot that I think will resonate with this consumer given the trade-offs they’re being forced to make in other areas of their life,” she said.

The product line arrives as personal care brands increasingly target older children and pre-teens in the age of "Sephora tweens." Across the broader market, brands are rapidly expanding into adjacent categories, mirroring trends where K-Beauty expands beyond skincare into personal care. In the tween segment, skincare brand Evereden recently expanded to Sephora after surpassing $100 million in sales. Meanwhile, actress Shay Mitchell co-founded Rini, a brand focused on face masks for kids seeking gentle beauty rituals, and Unilever’s Dr. Squatch launched its Lil’ Squatch bar soap collection in kid-friendly scents like grape, melon, and apple.

Capturing this market requires balancing the priorities of price-conscious parents with the preferences of Gen Alpha consumers influenced by social media. A PwC survey revealed that 97% of children aged 7 to 14 make independent purchase decisions at least part of the time, with 34% indicating they select their own skincare or beauty items.

Frida for Kids was in development for approximately two years under Hirschhorn’s direction, supported by an internal team that included her dermatologist father and sister. This clinical influence reflects a wider industry pivot toward expert credibility, much like how CeraVe is scaling dermatologist-led skincare. The line was inspired by Hirschhorn’s personal experience raising four children who had outgrown baby products but still needed assistance establishing daily hygiene habits.

“The scent of musky woodsman doesn’t really ignite the spirit for my 12-year-old, nor does the Paw Patrol character,” Hirschhorn said. “And so I was left sort of bouncing between these two categories where I really want to graduate the diaper aisle, but nothing was meeting the need holistically when it came to morning and evening hygiene and health-care routines.”

The lineup features core body care products—such as shampoo, conditioner, and body wash with integrated travel caps—alongside aluminum-free deodorants engineered for smaller hands. Formulations focus on basic efficacy with "non-actives that get the job done without any extras," Hirschhorn noted.

Frida seeks to distinguish itself by addressing fundamental daily routines. A key innovation in the collection is oral care: electric toothbrushes feature a two-minute timer light to guide brushing duration and glow red to confirm completion for parents. Toothpaste dispensers deliver a dentist-recommended pea-sized portion, while flossers are tailored for children with dental braces.

“Innovation alone is one thing, but being able to leverage the cultural tailwinds is a really important part of our strategy,” Hirschhorn said. “We’re not purporting to solve for fun and games in incorporating beauty and skin care at a younger age. We’ll leave that to others. But we are saying that if they are going to engage in it, they should at least have the basics down pat.”