Frida, known for its baby care products, is branching out into kids’ personal care items targeting children aged 6 to 11. The new product line will be available at Walmart and Amazon, featuring essentials like body wash, deodorant, and electric flossers priced between $6.99 and $19.99. CEO Chelsea Hirschhorn considers this expansion a natural progression, responding to a lack of thoughtful innovation for this specific age group, which she identified through her own experiences as a mother of four.

Since its founding, Frida has not only grown significantly, generating over $2 billion in retail sales with about 30% annual growth over the past five years, but also broadened its category reach beyond baby products to include pregnancy and postpartum care. Hirschhorn noted that while baby and teen care markets have ample offerings, there was a notable gap for young kids aged 6 to 11, which Frida aims to fill without alienating its existing core customers. The company’s approach involves designing products appropriate for this age group by avoiding unsuitable ingredients common in adult products.

Walmart was strategically chosen as a retail partner because it has been developing a dedicated kids’ personal care aisle, aiming to meet parents' demand for convenience by offering a clear, focused shopping experience for this intermediate age range. Hirschhorn highlighted Walmart’s broad national presence and value-oriented approach as key factors in securing shelf space for Frida’s new kids’ line. This partnership aligns with the retailer’s broader effort to provide specialized products for young children moving beyond the baby category but not yet teens.

The shift reflects a growing retail trend towards innovation in the tween market, propelled by Generation Alpha’s increasing influence. As a digitally savvy and emerging consumer segment, tweens are prompting brands to develop tailored products and experiences. Hirschhorn sees Frida’s new kids’ personal care line as addressing the fragmented shopping options currently available for parents transitioning their children out of baby care, aiming to create a more comprehensive and age-appropriate product range in the category.