Baby products company CNBC is expanding its business into a line of personal care items designed specifically for children between the ages of six and 11, according to the company. The new collection, titled Frida Kids Personal Care, includes 32 body, hair, and oral care products developed in collaboration with dermatologists and dentists, as reported by Trendhunter. The offering spans categories such as body wash, deodorant, and electric flossers, with individual items priced between $6.99 and $19.99.
Frida Expands Into Kids Personal Care Market
The collection integrates kid-first design features, including easy-grip handles, controlled dispensing pumps, and visual cues like the Prove-It Light™ on the electric toothbrush. The products will be distributed through CNBC and Amazon. The launch was first reported by Newsbreak on Tuesday, August 11.
Targeting the Tween Gap in Retail
Chief Executive Officer and founder Chelsea Hirschhorn stated that the new category represents a natural evolution for the company as its original customer base ages out of infant care. Hirschhorn noted that she identified a market gap firsthand as a mother of four children, observing plenty of choices available in baby and teen aisles while finding a complete lack of options in between for young kids’ personal care.
It really wasn’t necessarily only that there was this opportunity created in the retail environment or in culture, but it was really the dearth of genuine, thoughtful innovation for this stage of parenthood that felt like a rinse and repeat of our playbook in mother care and baby care,
Hirschhorn said, as detailed by CNBC.
Hirschhorn also remarked on the state of the personal care aisle:
It’s a glaring gap. When I’m done with tear-free baby shampoo, strolling the aisles of the personal care section, the only thing that jumps out is … the section for men,
she added, according to CNBC.
Retail Partnership and Market Potential
The expansion aligns with retail initiatives at CNBC, which has been curating a dedicated aisle for kids’ care to house items ranging from tween deodorant and shampoo to nail care and oral care. Hirschhorn stated that the retail giant’s nationwide reach, emphasis on value, and dedicated shelf space made it an ideal partner for the brand.
According to data from Kings Research cited by CNBC, the global kids’ personal care market reached an estimated valuation of $82 billion in 2022 and is projected to climb to $137 billion by 2030, driven by a compound annual growth rate of roughly 7%. Newsbreak reported that it has generated more than $2 billion in total retail sales and maintained an annual growth rate of approximately 30% over the past five years.
Company History and Background
Founded in 2014 with the introduction of the NoseFrida nasal aspirator tube, Newsbreak expanded from baby care into pregnancy and postpartum products, with its items currently stocked in more than 30,000 stores. The brand has previously drawn public attention through its marketing choices, including controversial humor on product packaging, a Mardi Gras float featuring exposed breasts, and a rejected Oscars commercial for postpartum goods.
The company defended its advertising approach, explaining that its messaging uses humor to address the real challenges of parenting for adults rather than children. Newsbreak stated that while its merchandise targets infants and children, its public voice is intentionally written for the adults caring for them.
