Most moms already know and love Fridababy, the brand that brought us the beloved Nosefrida Snot Sucker tool, among other gems. But now,Ā the brand is launching a whole new collection you're about to fall in love with — and with good reason. It's called Frida Mom, a line of postpartum products designed to solve all of those annoying and kinda gross issues that surface shortly after giving birth. (In other words, all the stuff the baby books gloss right over!) And honestly? It looks kind of amazing.
According to Fast Company, the new line includes "a wide range of hospital-stay and post-delivery products" new moms don't always know they need.
We're talking squirt bottles to clean your nether regions post-delivery and panty liners that can be frozen and placed in your underwear, to cool down swollen lady bits. There's even some high-waisted mesh underwear — you know, the kind you typically get in the hospital to hold in that giant post-delivery maxi pad. (For the record, they're disposable, and according to the product description, are "for when the mess is too gross for your period underwear and your body is too big for a waistband.")
Lots of these products are things you hear about only after reading through pregnancy forums late at night or in hushed whispers to fellow mom friends or after you actually deliver and the maternity nurse lays it all on you. They're things you learn about as you go, and not always items you think to add to your hospital bag beforehand.
Until now, that is.
The new line is the brainchild of Fridababy CEO Chelsea Hirschhorn, who first got the idea in 2016, after the birth of her second child.
In preparation for delivery, Hirschhorn had to do what a lot of new moms must: piece together makeshift postpartum supplies meant for other purposes — such as first-aid burn spray and DIY iced maxi pads.
But in doing so, she had to run to multiple stores and hit up different aisles just to get what she needed. In that moment, the ridiculousness of it all hit her. What if she could get what she needed all in one place? And better yet, what if the items she purchased were actually intended for what she was using them for?
Several years and lots (and lots) of product testing later, Frida Mom was born.
The result is a postpartum recovery collection new moms everywhere have been waiting for (even if they didn't realize it) for years. The products — adorably referred to by Frida Mom as your "vag squad" — also eliminate another common yet rarely talked about problem: Moms no longer have to covertly "steal" extra postpartum supplies from their hospital. Now, they can just put them on their baby registry and call it a day.
"Having a baby can be a real pain in the vagina," reads a recent Instagram post from the brand. "Trust us, we know. Thatās why we created Frida Mom — to demystify the raw realities of theĀ #fourthtrimesterĀ and prepare women for what to really expect."
Needless to say, new moms everywhere have been raving about it since news of the new product line broke.
"Wish you launched it 5 months ago," wrote one mom on Instagram. "But still Kudos for helping moms."
"If men got pregnant, this would have been invented in the 1800s," wrote another. "THANK YOU for changing the conversation and giving women an option at such an emotionally difficult time in their lives."
"I wore those big ridiculous pads and had no idea how to clean my vagina after labor, because I was 20 and had no guidance," lamented one mom, who's now pregnant with her second. "This time Iām 29 I want to be more prepared."
"Now I wanna have another baby," joked another mom. "Thank you, thank you."
How's that for a ringing endorsement?
A lot of the praise isn't just about long-awaited products finally hitting the market. It's also about the honest message that's coming along with it.
āWe have leveraged the insight that parents donāt want to see how perfect your parenting skills are or how amazing your rainbow flower exploding birthday cake is,ā Hirschhorn told Fast Company. āPeople are craving some of the raw, unfiltered realities from other parents.ā
Oh, how true that is.
In case you're looking to stock up your shopping cart ASAP, Frida Mom launched online July 31Ā and is available nationwide at Target, Buy Buy Baby, and on Amazon. (So load up on all the perineal pad liners and instant ice maxi pads you can!)
