OUR POSITION
Education first. Always.
Postpartum recovery is one of the most under-prepared experiences in modern healthcare. New mothers come home from hospital with a newborn, a body in significant recovery, and almost no practical knowledge of what the next two weeks will actually look like.
Frida makes the products that fill that gap. We make the content that prepares people for it. In Australia, that means going beyond product and building genuine educational resources, in partnership with the health professionals who see the reality of postpartum every day.
The Australian approach to Frida is deliberately different. We are not here to be loud. We are here to be useful — to midwives, to mothers, and to the partners who stand next to them and don't know what they're supposed to do.
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15 +
Years of postpartum product innovation globally
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1 in 3
Australian women experience significant postpartum complications
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Zero
Hospital discharge packs that adequately cover postpartum recovery
THE WHITE SPACE
What nobody is saying out loud.
Coming home with a newborn is not all sunshine and newborn smell. It is heavy postpartum bleeding, perineal pain, exhaustion that goes beyond tired, and a partner who wants to help but doesn't know how. It is a pelvic floor that needs attention at two weeks, not six. It is a first bathroom visit that nobody prepared you for.
This is the conversation Australian healthcare is not having loudly enough. We think that needs to change and we think the most credible people to drive that change are the professionals already in the room, midwives, maternal health nurses, and the pharmacists stocking the shelves new mothers reach for first.
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For midwives and maternal health nurses
We want to support the conversations you're already having. Our education resources are designed to be handed to patients, shared in antenatal classes, and recommended at discharge. No brand noise. Just honest, practical information.
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For pharmacists and retail buyers
Frida is stocked at Baby Bunting and independent retailers nationally. We offer strong sell-through, clear category education, and a brand that health professionals are increasingly recommending by name.
EDUCATION RESOURCES
Content worth putting your name next to.
These guides are free to download, share, and distribute. They are written in plain language, clinically reviewed, and designed to be genuinely useful rather than promotional. We think the best thing we can do for the Frida brand in Australia is produce content that health professionals are proud to recommend.
What nobody tells the support person
What to pack in your hospital bag
Healthcare professional resource - Edition 01
STOCKISTS
Where to find us in Australia.
Frida is available nationally through Baby Bunting and a growing network of independent retailers. We work closely with our retail partners to ensure correct product education and appropriate shelf placement within the postpartum category.
If you are a retailer interested in stocking Frida, or a health professional interested in recommending our products to patients, we would like to hear from you.
GET IN TOUCH
Work with us.
Whether you are a midwife wanting to recommend our resources, a buyer looking to stock the brand, or a healthcare organisation interested in a partnership, reach out below.