Frida Baby, the popular infant care brand founded by Chelsea Hirschhorn in 2014, is facing a massive backlash from parents outraged over sexually suggestive slogans on its baby products. Known for innovative items like the NoseFrida snot-sucker, thermometers, and ear cleaners, the company has been hit with widespread condemnation after old advertisements and packaging resurfaced online, sparking calls for boycotts across social media platforms.
The controversy ignited this week when TikTok videos, Reddit threads, and posts on X began circulating screenshots of the provocative marketing materials. Parents and consumers expressed horror at the brand's use of explicit innuendos to promote products intended for newborns and infants, accusing Frida Baby of inappropriately sexualizing childcare essentials.
One of the most cited examples is a social media advertisement for a rectal thermometer that features a baby's bare bottom accompanied by the caption: “This is the closest your husband’s gonna get to a threesome.” The image and wording have drawn sharp criticism for their crude reference to adult sexual activities in the context of infant care.
Another offending item is the packaging for a 3-in-1 ear, forehead, and touchless thermometer, which boldly states: “How about a quickie?” This phrase, evoking casual sexual encounters, has amplified the outrage among families who expect tasteful and appropriate branding for baby health products.
Equally disturbing to many is the packaging for a 3-in-1 gunk remover designed for noses and ears, emblazoned with the line: “When ‘just-the-tip’ has a new meaning.” The double entendre, playing on a common sexual euphemism, has fueled viral discussions and demands for the company to address its past marketing decisions.
As screenshots continue to spread rapidly online, Frida Baby has yet to issue a public response to the mounting scandal. The brand, which built its reputation on practical and humorous baby care solutions, now grapples with the consequences of its edgy advertising history coming under intense public scrutiny.
