Baby care brand facing backlash over ‘sick sexual innuendos’ on packaging

A popular baby care brand has responded after coming under fire online for allegedly using 'sexual jokes to market their products'.

Originating in Sweden, Frida Baby has since branched out to the rest of the world, with its products being stocked in stores across America and the UK.

Its website states that the brand's mission is to 'prepare parents for the unfiltered realities of parenthood with simple-yet-genius solutions that get the job done'.

If you've never heard of the company, it's best known for its 'Snot Sucker' - a nasal aspirator that uses parent-powered suction to clear baby congestion - and the 'Windi' - a single-use tube that's inserted rectally and helps babies get rid of excess gas.

However, Frida Baby has found itself in hot water recently after photos of old products resurfaced online and someone on social media pointed out some of the language used in previous advertising campaigns, as well as packaging that features suggestive phrases.

Sharing screenshots of examples, one X user wrote: "Sexual jokes to market baby products is actually sick and twisted @fridababy this is absolutely appalling and disgusting."

One picture showed a social media advertisement for the Frida Baby 3-in-1 True Temp Thermometer for rectal, oral, or armpit use, where the caption began with: "This is the closest your husband's gonna get to a threesome."

A second snap showed the brand's 3-in-1 Ear, Forehead and Touchless Thermometer on store shelves, with the side of the packaging reading: "How about a quickie?"

Meanwhile, a third product, which appears to be a dehumidifier, features the text 'I get turned on easily', alongside the instructions for use.

And a fourth message on an unidentified product reads: "I'm a [power] sucker."

The X post pointing out the language on the packaging and marketing has quickly racked up views - at the time of writing, it's been seen by 3.7 million people.

Since the viral post, more and more old posts have resurfaced, including an Instagram post that reads: "Threesome (noun): When your toddler invades the bed and takes up 70 per cent of the available space."

One Instagram user took to the comments of the brand's latest post and wrote: "What’s with the weird sexual language on your baby products?"

A second said: "Why on earth would you think it's okay to publish such horrific things as ads?"

While another social media user wrote: "Why on earth would you use 'threesome' to advertise your products. You've lost me as a customer because that is wild."

What has Frida Baby said?

A spokesperson for Frida Baby told Tyla: "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."

The statement continued: "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."