Some parents are raising issues against babycare brand FridaBaby, saying the product is being sexualized. Countless people have been calling out the brand for its use of inappropriate language to market the products.

FridaBaby is accused of sexualizing baby products

One post from a concerned person on social media showed a disturbing image on the brand’s 3-in-1 True Temp thermometer. Syracuse.com reported that the image on the product shows a thermometer next to an infant’s bare bottom with a caption that reads, “This is the closest your husband’s gonna get to a threesome.”

There’s also a photo of the brand’s 3-in-1 Ear, Forehead + Touchless Thermometer that reads “How about a quickie?” Another image of the FridaBaby humidifier has a line that reads, “I get turned on easily.”

A fourth photo shows a FridaBaby box that reads, “I’m a [power] sucker.” The social media user who posted that image, however, didn’t clarify what was inside that specific box.

As more parents became concerned with the brand, people started to resurface other troubling images FridaBaby used in the past. According to Syracruse.com, one post from 2020, which is now deleted, showed an inappropriate caption next to a photo of a baby with a runny nose: “What happens when you pull out too early #nosefrida #dontmove.”

Parents are calling for a boycott of FridaBaby

Lila Rose, president and founder of Live Action (an anti-abortion nonprofit organization) slammed FridaBaby.

“Unbelievably sick @fridababy sexualizing babies. Boycott!” she wrote on X.

Many others are also calling for a boycott of FridaBaby: “Aside from their innuendos written on the side of their packaging, ‘Just a quickie’ and ‘I’m a [Power] sucker’, these type of statements are disturbing and the company needs to be banished,” one person wrote on Reddit, per the New York Post. “I hope you will do your part in boycotting this company and reporting them on all social platforms.”

Some social media users, who are not parents, also expressed their concern.

“I’m a man with no kids, but even I thought that was a bizarre way to market your products,” one man wrote on social media, according to the New York Post.

There are some folks, however, who don’t see an issue with FridaBaby.

“I love the product packaging (can’t speak to the ads). Here’s why: When you have a baby, so much of your identity gets absorbed into caregiving…Those jokes feel like a wink to the adult version of myself – like I didn’t completely disappear into motherhood,” one person said.

How FridaBaby is responding to the backlash

Initially, FridaBaby didn’t appear to have any plans on changing its marketing strategy. Instead, the company is doubling down on its controversy. For instance, FridaBaby’s Instagram post on Wednesday shows people embracing breasts at Mardi Gras.

“This Mardi Gras, Frida is switching it up,” the company wrote in part. “Instead of objectifying boobs, what if we celebrated them? Because boobs aren’t the problem. Pretending they only exist for one reason (our entertainment) is.”

Some social media users said they noticed how the company is hiding negative comments across its platforms. The company’s website is also showing an error message on its team page.

KOMO News reported that FridaBaby was founded by CEO Chelsea Hirschhorn in 2014 while she aimed to bring the Swedish nasal product NoseFrida to the U.S.

However, in a statement provided to Blavity, the brand stated, “From the very beginning, Frida has used humor to talk about the real, raw, and messy parts of parenting that too often go unspoken. 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. Our products are designed for babies, but our voice has always been written for the adults caring for them. Our intention has consistently been to make awkward and difficult experiences feel lighter, more honest, and less isolating for parents. That said, humor is personal. What’s funny to one parent can feel like too much to another. We’re never trying to offend, push boundaries for shock value, or make anyone uncomfortable. Importantly, our tone is never separate from our product. The humor we use is always grounded in a specific feature, benefit, or innovation — a reflection of the real problem we are solving for families. Frida was built to support families through some of the most vulnerable and transformative chapters of their lives. We stand firmly behind that mission. We will continue to show up with honesty, empathy, and courage. With each decision we make, we will continue to evaluate how we express our voice so that our commitment to families is unmistakable and our tone always meets the moment.”