Frida launches care line for older kids

Frida is expanding its product portfolio to address the personal care needs of children beyond the baby stage, introducing a new line of gender-neutral hygiene products aimed at older kids. The company, known for its innovative baby care items, launched Frida for Kids this week, making the products available at Walmart, Amazon, and Frida.com. This marks the brand’s fourth category entry, following its origins in baby products and expansions into postpartum care and fertility.

A Bridge Between Baby and Adult Aisles

The new collection consists of 32 items, ranging from body wash and oral care to nail clippers. Frida CEO and founder Chelsea Hirschhorn explained that the line is designed for families transitioning away from tear-free baby shampoo but not yet ready for products marketed toward adults. The goal was to create items that help children learn essential hygiene rituals, such as using a light-up electric toothbrush that guides them through proper brushing techniques.

Product development focused on practicality and price. While the items range from $6.99 to $19.99, Hirschhorn noted that the price point is intended to resonate with parents who may be trading down in other areas of their lives. The formulations rely on “non-actives” to perform basic functions without unnecessary additives, and packaging features travel containers and twist-up deodorants designed for smaller hands.

Related: TikTok Shop draws luxury brands to high‑ticket sales

One of the standout items in the collection is the oral care segment. The electric toothbrush lights up for two minutes to help kids brush long enough and then glows red to indicate when the task is complete. The toothpaste dispenses a dentist-recommended pea-sized amount automatically, and the flosser is designed to be braces-friendly.

The line includes shampoo, conditioner, and body wash, though Hirschhorn admitted that traditional scents like “musk” or licensed characters like Paw Patrol do not appeal to her 12-year-old children. She noted that parents often struggle to find products that bridge the gap between the diaper aisle and more mature personal care sections.

Bringing Real Talk to the Bathroom

Marketing for the new line leans into the realistic challenges of raising children. The tagline, “Do It Yourself Care,” highlights the gap between kids’ digital skills and their hygiene habits. A teaser post on Instagram noted that children can spend 45 minutes filming a “Get Ready With Me” video but cannot brush their teeth for two minutes. The campaign will utilize creators, earned media, and retail displays, including an end cap in the personal care section at Walmart.

Related: Frozen Yogurt Makes a Big Comeback

Chelsea Hirschhorn said the company remains committed to humor and honesty in its messaging. She emphasized that the feedback from past criticism has been incorporated into the new strategy, which aims to show up for the core consumer with authentic storytelling. The launch reflects a broader trend of brands developing age-appropriate products for tweens and teens, a market that has seen growth from companies like Evereden and Rini.

This expansion into a new category presents a unique challenge for the company. It must balance the needs of price-conscious parents with the demands of Gen Alpha consumers, who increasingly make independent purchasing decisions. A recent survey found that a significant portion of children in the 7-to-14 age range decide what to buy on their own, often seeking products that align with trends seen on social media.