Popular baby care brand Fridababy is facing significant online backlash after social media users circulated screenshots of its past Instagram captions, advertising campaigns and product packaging featuring suggestive language. The controversy began on TikTok before spreading to X and other platforms, where users criticized the brand for using phrases they deemed inappropriate for products designed for infants. Images shared online showed packaging with wording such as “I get turned on quickly” and “How about a quickie.” Archived Instagram captions from 2020 and 2021 reportedly included terms such as “threesome” and “lube.”
One widely shared post on X accused the company of crossing a line. “Sexual jokes to market baby products is actually sick and twisted @fridababy this is absolutely appalling and disgusting,” the user wrote, in a post that garnered more than 89,000 likes and 4 million views.
Among the resurfaced materials was a promotional image for the company’s 3-in-1 True Temp thermometer. The post featured an illustration of the device alongside a baby’s bare bottom and the caption: “This is the closest your husband’s gonna get to a threesome.”
Another screenshot showed packaging for the 3-in-1 Ear, Forehead + Touchless Thermometer with the phrase: “How about a quickie?” Instructions for a Fridababy humidifier included the line: “I get turned on easily.” In a separate image, the side of a Fridababy box read: “I’m a [power] sucker,” though it was unclear which product the packaging belonged to.
As criticism intensified, users identified current team members listed on the company’s website, including director of packaging Brian Byrd, vice-president of marketing strategy Adam Gagliardo and package design production manager Aaron Camello. Hours later, the team page was reportedly removed. Some users also alleged that negative comments were being deleted from the brand’s Instagram account.
Older marketing content was also brought back into the spotlight. An April 2020 social media post, since deleted, featured a photo of a baby with visible nasal discharge and the caption: “What happens when you pull out too early #nosefrida #dontmove.”
More recently, Fridababy shared an Instagram post centered on breastfeeding. The first slide read: “Boobs, everyone loves to see them.” Additional slides stated that women “flash them for beads, shake them on the dance floor, flaunt them on a billboard. No complaints,” followed by: “But the second you pop one out to feed a baby, cue the meltdowns.”
The post concluded by stating that “boobs should be celebrated for doing their actual job,” and directed users to frida.com/boobs. The carousel included close-up images of breastfeeding and pumping.
In the comments, some users criticized the tone. “Hey so why do you sexualize your products???” one wrote. Another added: “I’m all for free feeding, but showing videos of women shaking their naked boobs on Instagram isn’t it.”
Several commenters said they planned to return products, remove Frida items from their baby registries or boycott the brand altogether.
Source: India Latest News, Breaking News Today, Top News Headlines | Times Now
