Frida Forays into Personal Care for Kids

Frida, a brand that made a name for itself with a nasal aspirator known as the Snotsucker, is the latest company rolling out personal care products designed for Gen Alpha. The range hit Walmart stores last week.  

Frida was founded in 2014 by CEO Chelsea Hirschhorn. Today, Hirschhorn’s company is a leading postpartum brand selling a range of products for babies and parents.

Frida’s new personal care range is a 32-product collection of body, hair and oral care products designed specifically for kids ages 6–11, making it one of the most comprehensive collections to hit this growing category.

Hirschhorn reportedly worked alongside dermatologists and dentists to develop “age-appropriate” formulas. The packaging is designed for smaller hands who are still working on the basics of personal care. Features include easy-grip handles, kid-sized pumps and controlled dispensing.

“Independence in hygiene and self-care is a milestone for kids, but it’s also a milestone for parents. Frida Kids was built to help children take ownership of the basics while giving parents the confidence to step back and let them do it themselves,” said Hirschhorn. “The culture is pushing kids toward aspirational skincare before they’ve built the habits that matter most. We saw an opportunity to make hygiene, grooming, and self-care feel engaging, age-appropriate, and empowering first.”

Products include Whipped Body Wash, Aluminum-Free No B.O. Deodorant, pH-Balanced Shampoo + Condish, Leave-In Condish + Detangling Mist with continuous spray, and fluoride toothpaste. The line also features tools such as an electric toothbrush, nail clippers and hair brushes.