The baby and child products company Frida has announced plans to launch a new personal care line for children, featuring products such as body wash, deodorant, and electric flossers, targeting kids aged 6 to 11 under the name Frida For Kids. This launch will be executed in partnership with Wal-Mart, with products available at both Wal-Mart stores and on Amazon.
CEO Chelsea Hirschhorn described this expansion as a natural next step for the brand. She noted that the children of the brand's original customers are growing up, creating new demand, while the underserved market also presents an opportunity to secure shelf space. "This is not just about retail trends and consumer opportunities, but more importantly, the market lacks truly thoughtful and creative products for this stage of parenting, similar to when we entered the prenatal and baby care space," Hirschhorn said in an interview.
Hirschhorn founded Frida when her first child was a baby, and as a mother of four, she personally experienced the market gap. As her eldest child grew, she found that while there were ample options for baby wash and teen care products, there was a scarcity of specifically designed personal care items for younger children. She emphasized that while this expansion is significant, the brand will maintain its focus on its core customer base and not alienate buyers of baby products.
Frida exclusively disclosed that since its inception, the brand has achieved over $2 billion in retail sales, with an average annual growth rate of about 30% over the past five years. The brand started with baby products, then expanded into pregnancy and postpartum care, and is now extending into the children's sector. According to a report from Kings Research, the global children's personal care market was valued at approximately $82 billion in 2022 and is projected to grow to $137 billion by 2030, with a compound annual growth rate of nearly 7%.
Hirschhorn explained that Wal-Mart is planning to create a new, dedicated children's care section to help parents easily find products that bridge the gap between baby and adult items. The exclusive shelf placement, widespread national store network, and value-oriented positioning make Wal-Mart an ideal partner for the Frida kids line. "Wal-Mart proactively presented a very attractive partnership proposal, believing that a dedicated area for pre-teen deodorant, shampoo, nail care, and oral care products has great potential, as this generation of parents values one-stop convenience shopping the most," Hirschhorn said.
The new product line includes a range of items, from body wash and deodorant to electric flossers, with prices ranging from $6.99 to $19.99. Hirschhorn highlighted that all products are specifically developed for this age group, avoiding ingredients unsuitable for young children. "The market gap is very clear. After using tear-free baby shampoo, I would walk into the personal care section and only see the men's grooming area," she noted.
In recent years, retail innovation targeting the tween demographic has been heating up. Brands like Sephora have seen a surge in demand for children's cosmetics, while clothing retailers have introduced more dedicated sizes for tweens. At the same time, Generation Alpha is reshaping the retail landscape. These native digital consumers are becoming increasingly important, and brands are competing to attract this group and build loyalty. According to Merriam-Webster, Generation Alpha roughly refers to people born between 2010 and 2025, though generational boundaries are still debated. Hirschhorn said Frida is closely monitoring this trend. "When parents stop buying diapers, the process of purchasing related products becomes very fragmented. There is no complete, one-stop solution for all the personal care needs of children in this age group, which is exactly our focus, similar to when we entered the pregnancy care category," she concluded.
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