Frida makes baby-care and postpartum products for the practical problems of early parenthood: oral care, grooming, personal care, hair care, and bath time. The brand is built on the conviction that new parents need solutions, not lifestyle marketing, and that solving unglamorous problems beats selling pretty ones.

Frida's reputation rests on NoseFrida, a nasal aspirator invented by a Swedish pediatric ear, nose, and throat doctor. What started as an unexpected solution became a category staple, proof that parents will embrace any tool that actually works. The brand now sells across more than 40,000 US stores and over 50 countries, anchored to the same principle: practicality is what new parents actually need.