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FrontRow · Aug 12, 2026

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Baby products company Frida is launching a category of personal care items for kids, including body wash, deodorant, electric flossers and more, the company told CNBC exclusively. The launch is in partnership with Walmart, a decision CEO Chelsea Hirschhorn said was strategic as the retail giant expands its kids’ personal care aisle. The announcement comes as retailers have been racing to capitalize on innovation for younger consumers. “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 told CNBC. Since its launch, Frida has generated more than $2 billion in retail sales and grown roughly 30% annually over the past five years, the company told CNBC exclusively. Though it began as a baby products company, it’s now branched out into products for pregnancy, postpartum and now kids.

Baby products company Frida is launching a category of personal care items for kids, including body wash, deodorant, electric flossers and more, the company told CNBC exclusively. The launch is in partnership with Walmart, a decision CEO Chelsea Hirschhorn said was strategic as the retail giant expands its kids’ personal care aisle. The announcement comes as retailers have been racing to capitalize on innovation for younger consumers. “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 told CNBC. Since its launch, Frida has generated more than $2 billion in retail sales and grown roughly 30% annually over the past five years, the company told CNBC exclusively. Though it began as a baby products company, it’s now branched out into products for pregnancy, postpartum and now kids.

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