The Internet has been buzzing over controversial advertising by infant-care brand Frida Baby, which uses sexual double entendres in their product marketing and packaging for babies. Sold at Target, CVS, Walmart, and other major retailers, the innuendoes have sparked outrage, especially amid recent Epstein-files discussions, prompting boycott calls. We happened to uncover yet another disturbing ad in our own research that raises alarm bells even further.
Founded in 2014 by CEO Chelsea Hirschhorn, Frida Baby gained fame with its NoseFrida nasal aspirator. Soon, other products followed but it’s the sexual connotations used to market the products that’s gained attention. These are slogans written directly on Frida Baby’s product packaging:
- NoseFrida box: “I’m a [power] sucker.”
- Rectal thermometer box: “How about a quickie?”
- Humidifier package: “I get turned on easily.”
- Gas-reliever product: “Tap that gas.”
Screenshots of reportedly deleted Instagram/X posts include:
- Baby with liquid on face: “What happens when you pull out too early.”
- Rectal thermometer beside naked illustrated baby bottom: “This is the closest your husband’s gonna get to a threesome.”
- Dad watching mom use NoseFrida: “Pull Out Game,” urging tags for partners to improve “snot sucking pull out game.”
- NoseFrida filter post: “And remember suck, don’t swallow. Please don’t Google that.”
- Post that reads: “Peekaboo bear needs all 6 of those AAs,” with meme: “You know you’re a good Mom when you sacrifice your vibrator batteries for your kid’s toys.”
- Phallic XL humidifier: “Size matters,” caption with water/squirting emojis. “We’ve got that big mist energy… We’ve been making it rain in nurseries for like ever.”
- Mystery product: “It’s getting hot in here,” asking what’s “nightstand top drawer worthy, battery operated,” with winners to “get lucky tonight.”
- Battery-operated NoseFrida: “…helps baby breathe and sleep. Now that gives more pleasure than any other battery powered device.”
- Toddler in parents' bed: “Threesome (noun) When your toddler invades the bed and takes up 70 percent,” captioned “Nothing like waking up with tiny feet in your face.”
- Dirty diaper next to Windi gas reliever: “…tap that (g)ass,” with tips: “Massage it real good. Lube that ish up. Wear a poncho.” They also requested users to “slide into their DMs” with unblurred “success photos” of soiled diapers.
In our research, we happened upon a YouTube video not included in any of the online reports that is so disturbing, we were convinced it was a horrible April Fool’s Joke. Until we saw it was dated December 2025:
The video links to a Frida Baby web page for the jar that no longer exists, but we found a copy of it via the Wayback Machine. You can sense the joke, as the video caption reads in part: "Featuring our proprietary Flatulence Acquisition & Retainment Technology (F.A.R.T.), Fart Jar pairs with the Windi to capture and preserve your baby’s explosive gas. Soon you'll be able to free the farts and remember the sweet smell of gas-passing victory forever."
Apparently, the product was never sold. Whatever this was, joke or actual product in the works, it’s an obvious wink at women who’ve collected gas in jars to sell to men with an eproctophilia fetish/kink. It would explain their request for photos of soiled diapers. Associating such a kink with babies is wildly inappropriate.
Not surprisingly, Frida Baby closed comments on social media after angry floods on X . They also received criticism on Instagram, however, all comments on every post there have been deleted. The company issued a lengthy statement on the controversy that you can read here.
A Change.org petition for investigation into their advertising has garnered thousands of signatures. No normal parent finds this funny. It's cringeworthy at best, deeply disturbing at worst, raising questions about approval processes and team judgment. At this point, an investigation into their marketing team wouldn’t be uncalled for.
