Frida, known for its baby products, is diversifying its offerings by introducing personal care items specifically designed for kids aged 6 to 11. CEO Chelsea Hirschhorn highlighted the lack of innovative products for this age group, noting that while there are many options for babies and teenagers, the tween market remains largely underserved.
The new product line will include body wash, deodorant, electric flossers, and more, priced between $6.99 and $19.99. This expansion is strategically aligned with a dedicated aisle for kids' care being developed by Walmart, which recognizes the need for convenience in shopping for parents.
Frida has experienced significant growth, generating over $2 billion in retail sales and expanding its annual growth rate by approximately 30% over the past five years.
The kids' personal care market is expected to grow at a compound annual growth rate of nearly 7%, making this a timely and potentially lucrative venture for Frida as it seeks to build loyalty among the digitally savvy Generation Alpha