Frida is a baby brand widely used by parents, with products ranging from postnatal care for mothers to health gadgets for newborns, stocked in major retailers and frequently recommended in parenting circles. Over the years, the company has built a reputation for speaking candidly about the messy realities of early parenthood. In recent weeks, however, that reputation has come under scrutiny as past marketing campaigns resurfaced online.
Parents began raising concerns after several Instagram posts and product images circulated again on social media, with many criticising the brand’s repeated use of sexual innuendo in advertising for baby products. The backlash intensified in February when customers began calling for a boycott, arguing that the tone of the campaigns crossed a line.
