FridaBaby, the national baby care brand founded by Chelsea Hirschhorn, is facing intense scrutiny after social media users shared images that critics say use sexual innuendo in marketing for infant products.
The controversy gained momentum after an X user posted screenshots allegedly showing product packaging and social media content containing provocative language, sparking debate across Instagram, Reddit, and parenting forums nationwide.
One of the posts in question promoted the 3-in-1 True Temp thermometer, placed next to a baby’s bare bottom, with the caption, “This is the closest your husband’s gonna get to a threesome.”
Other examples cited by critics include instructions and packaging reading, “How about a quickie?” on a thermometer box, “I get turned on easily” on a humidifier, and “I’m a [power] sucker” on a nasal aspirator.
Additionally, older social media posts dating back to 2020 resurfaced, including an image of a baby with nasal discharge captioned, “What happens when you pull out too early #nosefrida #dontmove.”
The backlash was swift, according to The Washington Times.
Reddit users created a thread titled “Boycott Frida Baby,” cataloging the allegedly inappropriate examples and urging parents to remove items from registries or return products.
On X, some users called the marketing “sick and twisted,” while others defended FridaBaby’s history of candid humor and its focus on adult caregivers rather than children.
Parenting forums such as Mumsnet also hosted spirited debates about the appropriateness of the messaging.
FridaBaby has a track record of irreverent, honest marketing aimed at normalizing the struggles of early parenthood. In 2018, an advertisement referencing women’s anatomy faced rejection from several outlets.
In 2020, ABC declined to air a commercial about postpartum recovery during the Oscars.
Hirschhorn has consistently defended the brand’s approach, emphasizing that it is meant to be informative, humorous, and relatable for parents navigating the challenges of caring for infants.
Responding to the current criticism, FridaBaby told Newsweek, “From the very beginning, Frida has used humor to talk about the real, raw, and messy parts of parenting that too often go unspoken. We’re never trying to offend, push boundaries for shock value, or make anyone uncomfortable. Our intention has consistently been to make awkward and difficult experiences feel lighter, more honest, and less isolating for parents.”
Critics maintain that the brand has crossed a line, particularly with early-morning thermometer packaging and posts containing sexual references.
According to The Express Tribune, questions have emerged about ethical marketing standards for products intended for infants and whether such humor is appropriate for a brand widely sold in major retailers like Target.
FridaBaby produces a broad range of baby care items, including nasal aspirators, humidifiers, bath products, potty training tools, and postpartum recovery items.
Its marketing aims to be candid about parenting realities, but the current controversy highlights the delicate balance companies must strike when using humor around sensitive topics.
As social media continues to amplify the backlash, the impact on FridaBaby’s sales and brand reputation remains uncertain.
Parents and consumers are weighing whether humor in products for infants is ever acceptable, demonstrating the fine line between levity and offense in modern marketing.
