Frida, the parent company behind Frida Baby, has launched Frida Mom – a new line of postpartum recovery products dedicated to preparing women for the ‘raw realities of the fourth trimester’.
According to the company, approximately four million babies are born in the US every year, and with them countless products, books and doctors’ appointments that focus on newborn care. However, the four million women that gave birth to those babies are told to check in with their physician six weeks post-delivery and are sent on their way from the hospital. “Women in the US are left ‘insta-hacking’ a recipe for ‘padsicles’ and D-I-Ying their way through tending to their stitched up post-delivery bodies,” the company adds.
Developed by Chelsea Hirschhorn, a mother of three and CEO of Frida, and her team, the Frida Mom portfolio includes:
- An upside-down peri-bottle
- 2-in-1 instant ice maxi pads
- Witch hazel pad liners
- Perineal healing foam (instead of spray)
- Mesh underwear for both C-section and vaginal deliveries
- A super soft delivery and nursing gown
- Two hospital bag essentials kits
“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. “Then you’re expected to tend to a newborn in between concocting ice remedies from the incontinence and burn relief aisles of your local drug store while perched on a wee-wee pad – my exact discharge instructions after I delivered my first child.
“I tested every single product myself during my third vaginal delivery and recovery to make sure we nailed it,” says Chelsea. “And we did.”
Frida Mom has launched on Target.com and in select Target stores in the US and will also be available on Amazon and at BuyBuy Baby.
