About Frida
The fuss stops here.
We make the gear for the parts of parenting they forget to put in the books, and we describe those parts honestly. Frida is used by parents in over 50 countries. In Australia it is distributed by Coolkidz, with a focus on education and on the health professionals who support new families.
10m+
NoseFridas sold worldwide
4.8 / 5
Average product rating
50+
Countries where Frida is used
100+
Products designed for real parenting problems
2014
When it started, with a Swedish ENT doctor
Where it started
It started in Sweden, with a better way to clear a blocked nose.
The NoseFrida was invented by a Swedish paediatric ear, nose and throat doctor who wanted a gentle, effective alternative to the rubber bulb aspirators that had been standard for decades. In 2014 Frida built a brand around it, with one founding principle: solve real parenting problems honestly.
From that single product, Frida has grown into a full range covering baby care from birth through toddlerhood, and Frida Mom covering the fourth trimester and postpartum recovery.
What we believe
Three principles behind every product
Honesty over polish
We describe the realities of early parenthood accurately. If something sounds unusual, we say so, then explain why it works.
Solutions over lifestyle
Every product starts with a specific problem. The measure of a Frida product is whether it solves it.
Parents over gatekeepers
Accurate information, including the uncomfortable parts: postpartum recovery, perineal care, the fourth trimester.
Frida Baby
Nasal, oral, skin and health care from day one
Nose care, dental care, grooming, health and skin care for babies and toddlers.
Frida Mom
Postpartum care, properly prepared
Postpartum recovery, perineal care and hospital bag essentials for the person who gave birth.
Frida in Australia
Distributed by Coolkidz, with education first.
Coolkidz Australia is the official Australian distributor for Frida, based in Braeside, Victoria. We ship from Australia, support a growing network of retailers including Baby Bunting, and work with midwives, maternal health nurses and pharmacists to make postpartum and newborn care better understood.
