Frida aims to solve personal care gap with new product line for older kids

Frida is getting into kids’ personal care and hygiene, marking the fourth category in its portfolio as it looks to cater to audiences beyond the baby stage.

Frida for Kids is a line of 32 gender-neutral personal care and hygiene products, ranging from whipped body wash to oral care to nail clippers, launching this week at Walmart, Amazon and Frida.com. It’s the latest category entry for a company that became known for innovative products when it launched a snot sucker back in 2014 that became a baby registry staple. Since then, it has evolved its portfolio to the Frida Mom line of mass-market postpartum care products, as well as Frida Fertility.

Chelsea Hirschhorn, CEO and founder at Frida, said Frida for Kids is meant for children and families that have aged out of the “tear-free baby shampoo” stage, but aren’t ready for the “beard and balls” segment of the aisle. At the same time, the goal was to come up with products that could help kids learn hygiene rituals, like timed, light-up electric toothbrushes.

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