Baby and Mom Product Brand Frida Faces Backlash Over Risqué Marketing Language

The company says it has long “used humor to talk about the real, raw, and messy parts of parenting that too often go unspoken.”

BY ANNABEL BURBA, EDITORIAL ASSISTANT @ANNIEBURBA

Frida founder Chelsea Hirschhorn. Illustration: Inc; Photo: Getty Images

Baby care, pregnancy, and fertility product maker Frida is getting called out by customers for its use of sexual innuendos.

The Miami-based brand first came under fire last week after social media users posted pictures of Frida products with packaging that included cheeky lines like, “How about a quickie?” and “I’m a [power] sucker.” The posts also showed a screenshot of a since-deleted Facebook post in which the brand joked that using its three-in-one baby thermometer is “the closest your husband’s gonna get to a threesome.”

Using “sexual jokes to market baby products is actually sick and twisted,” an X user said in a post that now has more than 4.8 million views and 95,000 likes. On the same day, a self-described first time mom created a petition on Change.org urging Frida to “publicly apologize and immediately change their marketing strategies.” 

The brand “crossed a line,” her petition, which currently has 6,000-plus signatures, says. “It’s crucial to remember that babies are not tools to be exploited for shock value or sales.”

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Another customer went so far as to propose a boycott on Frida products on Reddit. The post got 1,200 upvotes—though some Reddit users said that they thought the controversy was overblown. “There are hundreds of things you might need to be worried about as a new parent and I promise you this is not one of them,” one commented.

Frida was founded in 2014 by Chelsea Hirschhorn, who serves as CEO of the company. Hirschhorn made Inc.’s Female Founder list in 2025 thanks to her success in making Frida’s products available to 90 percent of the U.S. population and her efforts to challenge the digital suppression of women’s health information.

“From the very beginning, Frida has used humor to talk about the real, raw, and messy parts of parenting that too often go unspoken,” the brand said in a statement to Inc. “We do this because parenting can be isolating and overwhelming, and sometimes a moment of levity is what makes a hard experience feel human, shared, and survivable.” 

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