Frida is entering the children's personal care market
Frida, a company known for its baby products, is launching a line of personal care products for children ages 6 to 11. Frida for Kids products will be sold at Walmart and on Amazon, according to CNBC.
The new line will include body wash, deodorants, electric flossers, and other products. Prices will range from $6.99 to $19.99. Frida CEO Chelsea Hirschhorn stated that the products were developed specifically for this age group without using certain ingredients that may not be suitable for children of this age.
According to Hirschhorn, the company identified an untapped niche between products for infants and those for teenagers. Frida started with products for infants and later expanded its lineup to include items for pregnancy, the postpartum period, and now for children.
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Hirschhorn reported that Walmart is establishing and launching a separate department for child care products. There, parents will be able to find products that bridge the gap between baby and adult categories. Frida’s CEO called the partnership with the retailer strategic due to its wide reach in the U.S. and focus on affordable prices.
According to Frida, since its launch, the company has generated over $2 billion in retail sales and has grown by approximately 30% annually over the past five years. According to a Kings Research report, the children’s personal care market was valued at approximately $82 billion in 2022 and is projected to grow to $137 billion by 2030.
The launch comes as retailers are increasingly focusing on younger consumers. CNBC notes that Sephora has seen a rapid rise in children’s interest in beauty products, while clothing retailers have created special size ranges for preteens.
