Frida Kids Personal Care launches 32 products for children ages 6 to 11

Frida Kids Personal Care has launched with 32 body, hair and oral-care products for children ages 6 to 11. The expansion takes Frida beyond its baby, postpartum and fertility offerings, giving parents a new set of routine-care options as children begin handling more grooming tasks themselves.

The collection went on sale Aug. 11 at Walmart, Amazon and Frida.com, according to Frida’s announcement. Prices range from $6.99 to $19.99. Frida’s own online store lists fluoride toothpaste at $6.99, deodorant at $12.99, body wash and detangling mist at $14.99, and an electric toothbrush at $17.99.

For shoppers, the launch is a broader assortment aimed at the period after children have outgrown baby-focused products. CNBC reported that Frida CEO Chelsea Hirschhorn sees a gap between the baby and teen personal-care aisles.

What is in Frida Kids Personal Care?

The 32-item line is organized around everyday body, hair and oral-care routines. Frida says the products were developed with dermatologists and dentists, though the company’s statements about formulation and design have not been independently assessed in the available reporting.

• Body care: Whipped Body Wash, 3-in-1 Everywhere Wash, a 2-in-1 nail clipper and picker, and aluminum-free deodorant.
• Hair care: Shampoo and conditioner products, leave-in conditioner and detangling mist, plus hair and detangling brushes.
• Oral care: An electric toothbrush, electric flosser and fluoride toothpaste.

Frida says its kid-focused design features include easy-grip handles, controlled dispensing, kid-sized pumps and built-in routine cues. The company says those features are intended to make products easier for smaller hands to use and help children take more responsibility for daily hygiene.

Where can shoppers buy the Frida kids line?

Frida says the products are available through Walmart, Amazon and its direct-to-consumer website. Hirschhorn told CNBC that Walmart has been creating a dedicated kids-care area, a retail context she said made the chain a suitable launch partner. That description reflects the CEO’s account of Walmart’s merchandising plans.

The Walmart and Amazon rollout adds wider retail distribution to Frida’s online offering. Frida’s website describes the range as covering hair, body and oral care, and displays individual direct-to-consumer prices. Prices and selection at other retailers can differ from Frida.com listings.

Why Frida is moving beyond baby products

Frida began with baby products and later expanded into postpartum and fertility categories, according to Frida and Modern Retail. The kids line extends that product range to older children, targeting an age group that Hirschhorn told CNBC is often left to choose between baby products and options intended for older consumers.

For the company, the launch puts a familiar product-development approach into a new age range: everyday items designed around a specific stage of parenting and growing independence. Whether consumers respond will become clearer only with future sales results, which Frida has not disclosed for the new collection.

This story draws on original reporting from CNBC.