Frida expands from baby care into tween personal care with Walmart-backed line
Frida, known for baby products, is launching Frida For Kids—a tween personal-care line for ages 6–11 that includes items like body wash, deodorant, and electric flossers. The products will be sold at Walmart and on Amazon, with Walmart creating a dedicated kids’ care aisle. The move aims to fill a gap between baby and teen products as retailers chase tween-focused innovation. Frida has grown to about $2 billion in retail sales with roughly 30% annual growth, and the kids’ personal care market is expected to reach about $137 billion by 2030, highlighting strong growth potential for the new line.