Frida releases kid-appropriate care range for “overlooked demographic”

Frida has launched Frida Kids Personal Care, a collection of 32 body, hair, and oral care products designed for children aged 6–11. The US personal care brand says the release taps into the overlooked demographic of children of this age, who are learning to take care of themselves for the first time. 

Frida says that this demographic of children sits in a “largely overlooked middle ground in personal care.” They’ve outgrown baby products, but most products and routines designed for older consumers don’t reflect their needs. At the same time, they are being introduced to personal care responsibilities. 

The brand’s range centralizes clinical reliability as part of its brand positioning and was developed with dermatologists and dentists. Frida says it has a portfolio of products that address the parts of parenting that traditional categories overlook — such as baby care, postpartum recovery, and fertility. 

Addressing parents’ daily battles

Frida’s recently commissioned State of Nagging survey underscores tension commonly felt at home: 60% of parents say hygiene is one of their biggest daily parenting battles. Additionally, over half admit they’ve bribed their children to complete a basic hygiene task.

“Independence in hygiene and self-care is a milestone for kids, but it’s also a milestone for parents. Frida Kids was built to help children take ownership of the basics while giving parents the confidence to step back and let them do it themselves,” says Chelsea Hirschhorn, founder and CEO at Frida.The collection includes products across body, hair, and oral care.

“The culture is pushing kids toward aspirational skin care before they’ve built the habits that matter most. We saw an opportunity to make hygiene, grooming, and self-care feel engaging, age-appropriate, and empowering first.”

Kid-first designs

While children are still mastering the basics of personal care, they’re growing up in a culture exposing them earlier to sophisticated skin care routines, beauty trends, and “get ready with me” rituals. 

Frida says it is taking the opposite approach: “start with the fundamentals, make them work better, and design them specifically for kids.”

Hirschhorn worked alongside dermatologists and dentists to develop the collection, combining their expertise in age-appropriate formulas with her approach to intentional and child-friendly designs. 

For instance, easy-grip handles, controlled dispensing, kid-sized pumps, and built-in cues help remove friction from everyday routines and give kids clearer ways to know they’re using the products correctly.

The result is Frida’s approach to Do It Yourself Care: personal care designed around developing bodies, smaller hands, and growing independence. Easy-grip handles, controlled dispensing, kid-sized pumps, and built-in cues help remove friction from everyday routines. 

The collection includes products across body, hair, and oral care. In body care launches, products include Whipped Body Wash, 3-in-1 Everywhere Wash, and Aluminum-Free No BO Deodorant. 

In hair care, Frida offers a pH-Balanced Shampoo + Condish, Leave-In Condish + Detangling Mist, and Detangling Brushes. 

For oral care, products include an Electric Toothbrush with Prove-It Light, giving kids and parents a clear signal that brushing got done. The range also features an Electric Flosser with GumBumper, and a Fluoride Toothpaste with a pump that dispenses the right pea-sized amount. 

Personal care industry is growing with kids

Frida’s positioning as personal care that meets children’s needs without encouraging age-inappropriate product use arrives as the personal care industry navigates intricacies related to young demographics. 

Personal Care Insights recently spoke to Dr. Masoud Saman, a US-based, double board-certified facial plastic surgeon and head and neck surgeon, about the ethics of marketing skin care to children and where the sector should draw the line. His biggest concern with the rise of the market is that the industry is taking a basic health need and turning it into an identity project for children. 

Also reported by Personal Care Insights earlier this year, Sephora is adopting safeguards on marketing anti-aging skin care to children, as the formulas may be harmful to their skin. The safeguards came after officials from the US and Italy conducted investigations on the retailer regarding marketing to children.