The popular baby care brand loved by mothers everywhere, FridaBaby, is currently receiving backlash from parents who argue that the company is grossly marketing its products on social media and that its tone and packaging have crossed a line. Many have vowed to boycott the company and are claiming the brand is sexualizing its products and the infants they are designed for.

FridaBaby Sexually Markets Its Products

A feud has broken out on X over Frida’s products, specifically their babycare line, with its customers. One user called the brand out, stating, “Sexual jokes to market baby products is actually sick and twisted @fridababy this is absolutely appalling and disgusting.” The post has garnered over 4.1 million views, and the user started a chain rightfully bashing the chain and calling out those responsible.

One image in the post shows the company promoting its 3-in-1 Tune Temp thermometer on TikTok. “This is the closest your husband’s gonna get to a threesome,” the caption read. Another image shows Frida’s packaging of the 3-in-1 Ear, Forehead + Touchless Thermometer. On the side of the box, in big bold letters, it reads: “How about a quickie?”

The third image shows a set of instructions on the box of FridaBaby’s humidifier and reads: “I get turned on easily.” The final photo of the side of another one of the company’s packaging reads: “I’m a [power] sucker.”

The user who has exposed the disgustingly vile marketing strategy of FridaBaby continued in the thread, revealing the team responsible. It shows drawn images of three men: Brian Byrd, Adam Gagliardo, and Aaron Camello, and the post calls them out, saying “men being the brains behind this nasty marketing unfortunately tracks. @fridababy  you have some sick and twisted people on your team.” Since the user’s post, the meet the team page has been disabled.

Following the viral X threat, parents began bringing older examples of the brand’s marketing to light that were also inappropriate. In an April 2020 social media post, FridaBaby posted a  photo of a baby with nasal discharge on its face and captioned it: “What happens when you pull out too early #nosefrida #dontmove.”

Boycotting Frida Products

The president and founder of the anti-abortion nonprofit Live Action, Lila Rose, responded to the resurfaced 2020 post on Thursday, calling out FridaBaby’s appalling acts. “Unbelievably sick @fridababy sexualizing babies. Boycott!” she wrote. 

Many have already begun the boycott and are replying to the released images on social media. They plan to stop purchasing from the entire company, and others are removing Frida and FridaBaby products from their registries.

“Hey so why do you sexualize your products???” one user wrote. 

“Sadly returning all my Frida baby and mom products after seeing the thermometer ad and everything else,” another user commented.

Continues to Sexualize

In a more recent post to Instagram on Wednesday, FridaBaby shared a multi-media carousel focused on breastfeeding. The first slide read: “Boobs, everyone loves to see them,” followed by a video snippet that reads women “flash them for beads, shake them on the dance floor, flaunt them on a billboard. No complaints,” and concluded, “But the second you pop one out to feed a baby, cue the meltdowns.”

Seemingly, the original intention of the post is to embrace all kinds of women’s bodies and to suggest that there is no room for shame. However, since the most recent controversy surrounding their sexualization of products, commenters are outraged, asking why they are marketing their products this way.

“I’m all for free feeding, but showing videos of women shaking their naked boobs on Instagram isn’t it,” one user commented. Another asked, “Hey so why do you sexualize your products???” And a hashtag has formed to #boycottfridababy, but it has not gone viral.

FridaBaby’s approach will never come at the right time, as children of all ages should never be sexualized, but especially now that the Epstein files have been released. Many commenters are suggesting that their marketing team members be checked to see if they were named in the files.