Frida Kids Personal Care launches for children ages 6 to 11
Frida has launched a 32-product body, hair and oral-care line for children, priced from $6.99 and sold at Walmart, Amazon and Frida.com.
By Maya Lindqvist · Senior Technology Correspondent
2 min read
Frida Kids Personal Care has launched a 32-product line for children ages 6 to 11, extending the company beyond its baby and postpartum offerings. The collection covers body, hair and oral care, with products available from Aug. 11 at Walmart, Amazon and Frida.com, according to Frida and CNBC.
The launch gives parents products aimed at children who have outgrown baby care but may not fit products marketed to teenagers or adults. Frida CEO Chelsea Hirschhorn told CNBC that the company sees that interval as underserved and wants to continue serving families as their children get older.
What is in Frida Kids Personal Care?
The range includes body wash, deodorant, shampoo and conditioner, hair detangling products, an electric toothbrush, an electric flosser and fluoride toothpaste, Frida said in its announcement. Prices run from $6.99 to $19.99.
Frida said it developed the products with dermatologists and dentists and designed the formulas and packaging for the target age group. Those company claims include features such as smaller pumps, easy-grip handles, controlled dispensing and visual cues intended to help children complete everyday hygiene routines.
- Body-care products include whipped body wash, a three-in-one wash and aluminum-free deodorant.
- Hair-care products include shampoo and conditioner, leave-in conditioner and detangling brushes.
- Oral-care offerings include an electric toothbrush, electric flosser and fluoride toothpaste.
Why is Frida entering kids' personal care?
Hirschhorn told CNBC that Frida's early customers are moving into new stages of parenting, creating an opening for the company between the baby and older-consumer aisles. She said parents can face a fragmented shopping experience when looking for personal-care items for this age group.
Walmart was a strategic retail partner, Hirschhorn told CNBC, because the retailer was creating a dedicated kids' care area. That characterization of Walmart's aisle plans came from Frida's chief executive, rather than Walmart.
The release arrives as retailers and brands pay greater attention to younger consumers. CNBC, citing Kings Research, reported that the kids' personal-care market was valued at about $82 billion in 2022 and projected to reach $137 billion by 2030. The market estimates were not independently verified in the available reporting.
Frida, founded in 2014, previously built its portfolio around baby care as well as pregnancy, postpartum and fertility products. The company told CNBC it has generated more than $2 billion in retail sales since its launch and grew about 30% annually over the past five years; those figures were provided by Frida.
This story draws on original reporting from CNBC.