Frida Targets Tween Market With New Personal Care Line

CEO Chelsea Hirschhorn identified a void in the market while raising her own four children, noting that parents currently face a fragmented shopping experience once their kids outgrow baby-specific products. The company aims to replicate the success of its maternal and infant care lines by providing age-appropriate formulations that avoid ingredients found in adult products. Priced between $6.99 and $19.99, the new range addresses the needs of Generation Alpha, a cohort increasingly influencing retail trends.

Walmart is supporting this shift by curating a dedicated aisle for kids' care, moving away from the traditional options that force parents to choose between baby products and adult-focused grooming supplies. This expansion follows a period of robust growth for Frida, which has generated over $2 billion in retail sales since its inception. With the global kids' personal care market projected to reach $137 billion by 2030, the brand is positioning itself to capture consumer loyalty during this critical transition phase in childhood.