A wave of outrage is sweeping across the country as expecting and new parents discover a disturbing pattern within the branding of Frida Baby, a company known for infant and postpartum care products. What began as isolated concerns has exploded into a full-scale boycott, fueled by resurfaced promotional materials and product packaging riddled with crude and sexually suggestive jokes.
The controversy ignited this week with the viral spread of screenshots from old advertisements and product boxes. These weren’t subtle innuendos; they were shockingly explicit references, seemingly trivializing the vulnerability of babies and the sensitive experiences of new parents.
Among the most unsettling examples, a social media ad for a rectal thermometer featured a baby’s bottom with the caption: “This is the closest your husband’s gonna get to a threesome.” Packaging for a thermometer brazenly asked, “How about a quickie?” and a gunk remover suggested a new meaning for the phrase “just-the-tip.”
The inappropriate messaging extended to other products as well. A humidifier box proclaimed, “I get turned on easily,” while another boasted, “I’m a [power] sucker.” Even breastfeeding-related content wasn’t spared, opening with a flippant remark about “boobs” and displaying graphic imagery.
Perhaps the most egregious example was a now-deleted Instagram post depicting a baby with nasal discharge and the caption: “What happens when you pull out too early #nosefrida #dontmove.” The sheer audacity of the joke, directed at an infant, sparked immediate and widespread condemnation.
As the backlash intensified, Frida Baby began a frantic attempt to scrub its social media presence, deleting offending posts in a clear effort to contain the damage. However, the screenshots had already spread like wildfire, and the outrage continued to build.
These weren’t isolated incidents or rogue posts. The offensive slogans were printed directly on product boxes sold in major retail stores, meaning parents were unknowingly purchasing items with this disturbing content. A viral Reddit thread, titled “Boycott Frida Baby,” meticulously documented the evidence, quickly becoming a hub for shared disgust and calls for accountability.
Parents expressed deep concern, with one commenter stating that a reference to “cum” on a baby’s face was “too far.” Others worried that such messaging desensitizes the public to actual sexual abuse, normalizing harmful attitudes towards children.
This isn’t the first time the company has courted controversy. In 2020, an ad from Frida Mom, the brand’s postpartum division, was deemed “too graphic” by ABC and rejected for Oscar consideration for its honest depiction of post-partum recovery.
Last year, Frida teased a limited-edition “Breast Milk Ice Cream” as a promotional stunt for a new breast pump. While not actually made with human breast milk, the flavor was “inspired by” it, boasting a sweet, salty taste with hints of honey and even a “dash of colostrum.” The stunt, though intended as playful, now feels deeply unsettling in light of the current revelations.
The unfolding scandal raises serious questions about the company’s marketing strategy and its judgment in targeting a vulnerable audience. For many parents, the trust in Frida Baby has been irrevocably broken, leaving a lasting stain on a brand once considered a helpful resource for navigating the challenges of parenthood.
