Frida Baby Faces Backlash Over Sexual Innuendos on Baby Product Marketing
Frida Baby is getting slammed online for using sexual innuendos in marketing and packaging for baby products. Old Instagram posts from 2020 and 2021 resurfaced in February. Parents are not amused.
Content creator Chrissy Horton posted a video to Instagram on February 16 calling out the company. "There is a time and a place for adult humor, and baby products ain't it," she said. The post got thousands of responses and hundreds of comments.
Frida Baby sells postpartum and baby care products. The company says it's always used humor to discuss the messier aspects of parenthood. Now they're "retiring" some marketing materials and changing their tone after the backlash.
The Posts That Caused Problems
Screenshots from Frida's official Instagram page have been making the rounds. These posts have been confirmed by many scrolling through the company's Instagram.
A 2020 post showed a baby with sweat on its forehead. Caption read "Gettin' all hot & sweaty thinking about what's dropping tomorrow..."
Another 2020 post advertised filters for the brand's nasal aspirator. Caption said "And remember, suck, don't swallow. Please don't Google that."
A 2021 post announced a new baby product. Caption asked "Hey mom, What is nightstand top drawer worthy, battery operated, and comes in clutch when things are hot and steamy?"
A 2021 video demonstrated how the nasal aspirator works on an infant. Caption said "pull out game strong."
The 3-in-1 Ear, Forehead + Touchless Thermometer has packaging that says "How about a quickie?" USA TODAY spotted the product on Target shelves on February 25.
The Petition
Reagan Montanez created a petition on Change.org in early February to "hold Frida Baby accountable for their sexualization of babies in their marketing." The petition asks the Advertising Standards Authority to investigate Frida Baby's marketing practices.
"As a first-time mom, I was stunned reading these captions," Montanez wrote. "I had to look twice to make sure I wasn't misunderstanding."
The petition has collected more than 27,000 signatures.
Some People Are Defending It
Content creator Danielle Anello posted on Instagram saying "It is a little funny, no? If I can get a little humor and chuckle out of sucking the snot out of my child's nose, then I'm okay with it. It's just packaging."
On Facebook, other commenters said they'd keep using the products. Content creator Danielle Elizabeth posted "I'm not mad, and I'm going to continue sucking boogies from my (baby's) nose with the Frida."
Frida's Response
Frida Baby issued a statement to USA TODAY on February 23 addressing the controversy.
"From the very beginning, Frida has used humor to talk about the real, raw, and messy parts of parenting that too often go unspoken," the statement said. "We do this because parenting can be isolating and overwhelming, and sometimes a moment of levity is what makes a hard experience feel human, shared, and survivable."
The company noted that their products are designed for babies, but their voice has always been written for the adults caring for them. They said their intention was to make awkward and difficult experiences feel lighter and less isolating for parents.
Frida acknowledged that humor is "personal" and said they never meant to "offend, push boundaries for shock value, or make anyone uncomfortable."
On Instagram February 24, Frida announced they'd be retiring "legacy assets" and changing their tone to make sure it "always meets the moment." The company didn't specify which assets would be retired.
Their History of Edgy Marketing
This isn't Frida's first controversy. The company has a history of eyebrow-raising marketing focused on unfiltered pregnancy and parenting.
They created a Mardi Gras float recently to celebrate breastfeeding. The Instagram post stated "We live in a world that loves boobs. As long as they're doing what society wants them to do... But the moment boobs start doing their actual job − feeding a baby, leaking through a shirt, existing unevenly, painfully, honestly − everyone suddenly gets shy and uncomfortable."
In October 2025, the brand released booger-inspired candies that look like actual boogers. In August 2025, they unveiled breast-milk-flavored ice cream in partnership with OddFellows, a New York-based ice cream company.
Why Now?
What's odd is that it's taken this long for these posts to blow up. They date back to 2020. Four years sitting on Instagram before the outrage hit.
Maybe the backlash was always there but the petition brought it to the spotlight. Maybe culture is growing increasingly sensitive, particularly after revelations about Epstein and heightened awareness of child exploitation. Either way, sexual innuendos on baby products hit different now than they did in 2020.
If Frida wants to stay a top baby brand, steering clear of perverted humor is a smart move. They’ll have to find another way to be funny or clever. If they are any good at marketing, they will figure that out. After all, dirty humor isn’t the only type of humor out there, so there is no need to continue trying to justify the relevance of it on baby products.
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