Frida expands into kids’ personal care market
The company’s strategy combines age-specific formulations, child-friendly packaging and functional product features to support children’s transition towards independent self-care.
USA – Frida has launched Frida Kids Personal Care, a 32-piece collection for children aged 6 to 11, a group the company says the personal care industry has overlooked.
The range is intended to serve children who have outgrown baby-care products but are not yet ready for routines designed for teenagers or adults.
It focuses on helping children build independent hygiene and grooming habits through products tailored to their age, physical development and level of self-care experience.
The collection includes body, hair and oral-care products.
Body-care offerings comprise Whipped Body Wash, 3-in-1 Everywhere Wash and Aluminum-Free No BO Deodorant. The hair-care selection includes pH-Balanced Shampoo + Condish, Leave-In Condish + Detangling Mist and detangling brushes.
Oral-care products include an Electric Toothbrush with Prove-It Light, an Electric Flosser with GumBumper and Fluoride Toothpaste supplied in a pump dispenser.
According to Frida, these products were developed with input from dermatologists and dentists.
The company has incorporated features designed to make personal care easier for children to manage, including easy-grip handles, child-sized pumps, controlled dispensing and visual or functional indicators that help users understand whether they are completing routines correctly.
The designs are intended to reduce product waste, limit overuse and make everyday hygiene tasks less frustrating.
The electric toothbrush includes a Prove-It Light designed to indicate when brushing has been completed, while the electric flosser features a GumBumper.
The fluoride toothpaste pump is designed to dispense a pea-sized amount, helping children use an appropriate quantity without relying entirely on parental supervision. Together, the products support Frida’s “Do It Yourself Care” concept, which focuses on enabling children to take greater responsibility for their personal care.
The launch responds to challenges faced by parents as children begin developing independent hygiene habits.
Frida’s commissioned State of Nagging survey found that 60% of parents identified hygiene as one of their biggest everyday parenting challenges, while more than half said they had bribed their children to complete a basic hygiene task.
Frida Kids is intended to help reduce these difficulties by making routines more engaging, understandable and manageable for children.
Frida founder and CEO Chelsea Hirschhorn says learning to manage hygiene and self-care is an important milestone for children and their parents.
The company’s wider portfolio already covers areas such as baby care, postpartum recovery and fertility, and the new range extends this life-stage approach to children who are becoming more independent.
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