Frida, a baby products company, is entering the children’s personal care market with a new product line targeting ages 6 to 11. The company will distribute its offerings through Walmart and Amazon, with products priced between $6.99 and $19.99. The expansion includes body wash, deodorant, electric flossers, and oral care items designed specifically for this age group.
CEO Chelsea Hirschhorn explained that the decision stems from observing a significant gap in the market for thoughtful personal care products for children in this developmental stage. She noted that while the baby and teen product categories are well-served, there has been limited innovation for children between those segments. Hirschhorn, who founded the company and is a mother of four, identified this absence firsthand as her oldest child aged out of baby products.
Frida has grown substantially since its inception, generating over $2 billion in retail sales and achieving approximately 30% annual growth over the past five years. The company has progressively diversified from its original baby care focus to include pregnancy and postpartum products. According to market research cited by the company, the kids’ personal care category was valued at roughly $82 billion in 2022 and is projected to reach $137 billion by 2030, representing a compound annual growth rate of nearly 7%.
Walmart’s decision to create a dedicated aisle for kids’ care products made it an attractive partner for the launch. The retailer’s national reach and emphasis on value aligned with Frida’s goals. Industry observers note that retail innovation in the tween space has been accelerating in recent years, with companies like Sephora experiencing significant growth in children’s interest and apparel retailers expanding dedicated sizing options. This trend reflects the growing importance of Generation Alpha consumers to brands seeking to establish early loyalty.
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