Frida Baby Faces Backlash After Old Marketing Phrases Resurface
Frida Baby is contending with renewed criticism after images of past marketing materials and social posts containing sexual innuendo tied to infant products went viral. The uproar has prompted deletions of some online content and intensified calls for the company to respond publicly.
What sparked the backlash
On Feb. 12, 2026 (ET), a resurfaced online post quickly drew widespread attention when screenshots showed packaging and promotional captions that many found inappropriate for a babycare brand. Examples included product copy and social captions with explicit double entendres placed next to images of infant items such as thermometers, humidifiers and nasal aspirators. Observers said the juxtaposition of sexualized language with items intended for infants crossed a clear line.
Those who raised the alarm highlighted multiple examples that appeared to date back several years. One image juxtaposed a slogan referencing a "threesome" with a thermometer; another showed packaging with slogans that included phrases that could be read as sexual innuendo. The posts prompted swift condemnation from parents, advocates and social media users who called for boycotts and demanded accountability from the brand.
Company actions and fallout
As criticism intensified, certain public-facing pages tied to the company were removed or disabled, and older posts were deleted from the brand’s accounts. Commenters also asserted that negative feedback was being hidden on the company’s channels. Several current team members were identified in online discussions, including the director of packaging, the vice president of marketing strategy and a package design production manager.
The brand has not released a formal public statement addressing the resurfaced materials or outlining any planned corrective measures. The absence of a clear, immediate response has only fueled scrutiny and speculation about internal review processes, oversight of creative approvals, and whether past marketing decisions reflect current company policy.
Context, criticism and next steps
Frida Baby was founded in 2014 and grew by positioning practical infant-care tools with candid, irreverent messaging aimed at exhausted new parents. That tone—meant to inject humor into candid conversations about parenting—helped the brand expand its product line and audience. But critics argue that humor has limits, especially when it involves sexual innuendo tied directly to products for infants.
Industry observers say this episode highlights the reputational risk that arises when brand voice and creative decisions are not aligned with public expectations or the sensitivities of the product category. For consumer brands, particularly those serving parents and young children, marketing missteps can catalyze rapid backlash and demand stronger transparency about internal controls and approval workflows.
For now, customers and advocacy groups are watching for a formal response: an apology, a timeline for corrective action, or confirmation of changes in marketing oversight. Some are calling for clearer corporate accountability, including independent review of past materials, retraining for creative teams, and public commitments on future messaging standards. Others are weighing whether they will continue to buy the brand’s products while uncertainty persists.
This controversy serves as a reminder that humor in branding can be a double-edged sword. When it intersects with products tied to infants and family care, the margin for error is particularly small, and the reputational consequences can be swift and enduring.
