Frida Baby is facing a wave of criticism after photos appearing to show the company using sexual jokes about children in their marketing and advertisements have gone viral on social media.
Newsweek reached out to Frida Baby for comment via email.
Why It Matters
Backlash against the company grew this week over marketing many found to be in poor taste. The company has not publicly responded to the criticism over social media posts it has made for its products. The company regularly uses jokes and some innuendo in its marketing, but many critics believe it went too far in some posts.
What Was The Thermometer Ad?
Outrage grew over a post for a rectal thermometer for babies that was allegedly captioned “this is the closest your husband’s gonna get to a threesome.” The post set off a wave of criticism accusing the company of sexualizing children in its marketing.
Newsweek was unable to find the post on the company’s social media pages as of Friday afternoon.
The company has garnered backlash for the way it has marketed other products.
For instance, critics shared photos of a children’s thermometer in a store with the words “How about a quickie” written on a box. In a screenshot of a post about the “Electric NoseFrida” product, the company allegedly wrote that it “helps baby breathe and sleep,” giving “mama more pleasure than any other battery powered device.”
Another screenshot appeared to show an ad for the same product allegedly showed a baby with what appeared to be snot on its forehead with a caption that also used innuendo. That screenshot has also spread across social media.
The posts were not visible on the company’s social media pages on Friday.
Kate Mannion, a Barstool Sports blogger, said in a video posted to Instagram that the content is “really weird to put on packaging for baby stuff.”
“I know you’re trying to be cool and hip and make moms laugh because life is tough or whatever I guess is maybe their thinking, but like, mm-mm,” she said. “I’m no prude. I’ve got the weirdest sense of humor you could possibly have, and I was looking at these packages going, ‘How did this make it all the way to the conveyor belt?’”
A post by @staystaystace went viral on X—viewed 4 million times—reading, “sexual jokes to market baby products is actually sick and twisted @fridababy this is absolutely appalling and disgusting.”
“The Frida Baby thing is the worst unforced error I think I’ve ever seen on the part of a retail company,” @webdevMason wrote on X.
The company faced boycott calls on the NewParents subreddit.
“Aside from their innuendos written on the side of their packaging, ‘Just a quickie’ and ‘I’m a [Power] sucker’, these types of statements are disturbing and the company needs to be banished. I hope you will do your part in boycotting this company and reporting them on all social platforms,” a thread on the platform reads.
What Is Frida Baby?
Frida Baby produces products for mothers and babies. Its website touts the NoseFrida as a signature product, writing that it is “now helping parents across America provide smart, safe and hygienic snot-free relief to their stuffed up little ones.”
Who Is Frida Baby CEO Chelsea Hirschhorn?
Frida Baby’s “Meet the Team” page had been taken down by Friday amid the backlash.
Chelsea Hirschhorn was listed as the CEO and founder of the company in CNBC’s 2025 changemakers.
She told the blog Fashion Mamas that she views the company’s role as “stepping in on the details that your best friend (very innocently) left out and then giving you the tools to tackle those realities.”
What Products Does Frida Baby Produce?
The company produces an array of products for babies, including nasal care and humidifiers, as well as products for potty training, baths and hygiene. It also sells products for mothers, including postpartum recovery and pregnancy relief.
What People Are Saying
@Aboundlessworld, on X: “My wife just showed me some of the Frida baby ads… Some of the most vile s*** I’ve ever seen. Won’t be buying anything from them ever again. Absolutely disgusting. Yes they are real. WTF.”
@sipteawithbrittney, on TikTok: “How do they not see that this crosses the line in the most disturbing way possible?
What Happens Next
Frida Baby has not commented on the public backlash.
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