Frida, a baby products manufacturer, is entering the kids’ personal care market with a new product line targeting children ages 6 to 11. The company will sell its offerings through Walmart and Amazon, with Walmart establishing a dedicated aisle for kids’ care products. Chief Executive Chelsea Hirschhorn stated that the expansion represents a natural progression for the company as its original customer base ages into different life stages.
The new product category addresses what company leadership characterizes as an underserved market segment. Hirschhorn noted that while retailers offer extensive options for both babies and teenagers, middle-childhood personal care products remain relatively scarce. She attributed this observation to her experience as a parent of four children and suggested the company is applying the same innovation approach that succeeded in its original categories. The kids’ product lineup includes body wash, deodorant, electric flossers, and oral care items, priced between $6.99 and $19.99, with formulations designed specifically for this age group.
The kids’ personal care market represents substantial commercial opportunity. According to Kings Research data, the sector was valued at approximately $82 billion in 2022 and was projected to reach $137 billion by 2030, reflecting compound annual growth of nearly 7 percent. Frida itself has demonstrated significant growth, generating over $2 billion in retail sales and expanding roughly 30 percent annually over the previous five years.
The expansion aligns with broader retail trends toward tween-focused products and services. Companies including Sephora have experienced notable growth in attracting younger consumers, while apparel retailers have developed specialized sizing for this demographic. Hirschhorn emphasized that Frida aims to provide a cohesive shopping experience for parents transitioning away from infant product sections, distinguishing the company’s approach in a fragmented market landscape.
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