Frida aims to solve personal care gap with new product line for older kids
Frida is getting into the kids personal care and hygiene category as its core demographic raises older children.
Frida is expanding its product line into kids’ personal care and hygiene, marking its fourth category in the company’s portfolio. The new line, called Frida for Kids, consists of 32 gender-neutral products aimed at children beyond the baby stage. These items include whipped body wash, oral care, and nail clippers, and will be available at Walmart, Amazon, and on Frida.com.
The launch of Frida for Kids comes as the company, known for its innovative products since introducing a snot sucker in 2014, evolves its offerings to cater to a broader age range. CEO and founder Chelsea Hirschhorn explained that the line is designed for children and families who have outgrown "tear-free baby shampoo" but are not yet ready for products targeting older children.
The goal of Frida for Kids is to provide products that assist kids in developing hygiene rituals, such as timed electric toothbrushes.
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