Frida, a baby products company, announced plans to introduce a personal care line designed for children between ages 6 and 11. The new products will be available through Walmart and Amazon, marking the company’s expansion into an underserved market segment.
CEO Chelsea Hirschhorn described the move as a natural progression for the company, noting that many of Frida’s original customers have aged out of the baby product category. She cited a significant gap in the market for thoughtful, age-appropriate personal care products for this demographic. According to Hirschhorn, while retailers offer extensive options in both baby and teen aisles, there is limited innovation specifically targeting young children’s personal care needs.
The new product line will include body wash, deodorant, electric flossers, and oral care items, priced between $6.99 and $19.99. Each product was developed with the specific needs and safety considerations of children in this age group in mind. Walmart has been developing a dedicated aisle for kids’ care products, which Hirschhorn cited as a key factor in the company’s retail partnership decision.
Frida has generated over $2 billion in retail sales since its establishment and has maintained approximately 30% annual growth over the past five years. The broader kids’ personal care market was valued at roughly $82 billion in 2022 and is projected to reach $137 billion by 2030, according to Kings Research data. The expansion reflects broader retail trends in the tween segment, with other companies also increasing their focus on this age group through dedicated product lines and shopping experiences.
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