Frida Mom is a new line of products dedicated to postpartum mothers, many of whom return home from hospital with little support or advice on looking after their bodies after labour. With many turning to internet hacks for solutions, the Frida Mom collection aims to demystify the raw realities of the fourth trimester, with items such as disposable mesh underwear, ice maxi pads and perineal healing foam.
While the Frida brand is already known for its candid attitude to parenthood, CEO Chelsea Hirschhorn believes extending this to post-natal recovery – an entirely new category – will empower women at their most vulnerable. ‘The problem with postpartum recovery begins with a woman’s lack of knowledge and ability to prepare for what’s really about to go down. The intimidation factor – before, during and after – is debilitating,’ says Hirschhorn.
Frida is disrupting the feminine hygiene industry, challenging the taboos around the vagina, childbirth and early stages of parenthood.
Cold & Flu
For snotty noses, medicine messes and fevers that won’t quit.
Grooming & Bath
For bathing, claw-trimming, mane-taming + skin-soothing.
Gas & Colic
For freeing farts + calming colic.
Teething & Oral Care
For soothing sore gums and putting brushing battles to bed.