Popular baby care brand FridaBaby is currently under fire from some parents who argue the company’s tone on social media and product packaging has crossed a line. Many claim the brand is sexualizing their products and the infants they’re designed for, leading many to vow a total boycott.
On Thursday, one user on X called the brand out for its language. “Sexual jokes to market baby products is actually sick and twisted @fridababy this is absolutely appalling and disgusting,” read their post, which has garnered over 85,000 likes as of writing.
One image showed a social media post promoting the company’s 3-in-1 True Temp thermometer. It included an illustration of the device alongside a baby’s bare bottom. The caption read: “This is the closest your husband’s gonna get to a threesome.”
Another screenshot showed packaging for the brand’s 3-in-1 Ear, Forehead + Touchless Thermometer with the phrase: “How about a quickie?”
A third image displayed instructions for a FridaBaby humidifier, which included the line: “I get turned on easily.”
In a fourth photo, the side of a FridaBaby box read: “I’m a [power] sucker.” It’s unclear what product was inside the box.
Following the viral post, some parents began resurfacing older examples of the brand’s marketing language that they felt were inappropriate.
One April 2020 social media post, which has since been deleted from the brand’s channels, featured a photo of a baby with visible nasal discharge on its face. The caption read: “What happens when you pull out too early #nosefrida #dontmove.”
Lila Rose, president and founder of the anti-abortion nonprofit Live Action, responded to the resurfaced post on Thursday, writing: “Unbelievably sick @fridababy sexualizing babies. Boycott!”
More recently, FridaBaby shared an Instagram post on Wednesday focused on breastfeeding.
The first slide read: “Boobs, everyone loves to see them.”
Subsequent slides stated that women “flash them for beads, shake them on the dance floor, flaunt them on a billboard. No complaints.” Another slide continued: “But the second you pop one out to feed a baby, cue the meltdowns.”
The post went on to say that “boobs should be celebrated for doing their actual job,” accompanied by a close-up image of breastfeeding. Additional slides showed graphic images of breasts during nursing and pumping.
The final slide read: “Boobs deserve better than beads. Show us what your boobs can do,” directing users to frida.com/boobs.
In the comments, some users criticized the brand’s approach.
“Hey so why do you sexualize your products???” one user wrote.
Another commented: “I’m all for free feeding, but showing videos of women shaking their naked boobs on Instagram isn’t it.”
Others said they planned to stop purchasing the company’s products.
“Sadly returning all my Frida baby and mom products after seeing the thermometer ad and everything else,” one user wrote.
Several commenters said they were removing Frida products from their baby registries.
Syracuse.com | The Post-Standard has reached out to FridaBaby for comment.
