Baby care brand Frida is facing online backlash after screenshots of sexual innuendos in its marketing materials began circulating on social media.
Frida, which describes itself as “the brand that gets parents,” sells a range of baby care, fertility and postpartum products through major retailers, including Target.
An X user last week shared images on the packaging of several products, reading: “sexual jokes to market baby products are actually sick and twisted @fridababy this is absolutely horrible and disgusting.” The post has since been viewed nearly five million times on X.
One of the featured examples is an image on social media advertising the company’s 3-in-1 True Temp Thermometer. The image shows the device next to a baby’s buttocks, accompanied by the caption: “This is the closest your man will ever get to a threesome.”
sexual jokes to market baby products are actually sick and twisted @fridababy this is absolutely horrible and disgusting pic.twitter.com/cXhiksoaY8
– stay?? (@staystaystace) February 12, 2026
Other screenshots highlighted by critics include phrases like “How about a quickie?” printed on a thermometer box. An apparent one Instagram post from 2020, which has since resurfaced, also shows a baby with what appears to be snot on his face. The caption reads: “What happens when you pull out too early.”
@roze3424
What do you all think? #fridababy #marketing #babyproducts
♬ White blank page Mumford and sons – ⋆｡??mareks
Parents and critics online have accused the company of sexualizing children in its marketing choices posts on parenting forums calling for boycotts of the company’s products. A Change.org petition to “Hold Frida Baby Accountable” has over 4,000 verified signatures at the time of writing.
Not everyone agrees with the criticism. “IMO, this looks like Disney making jokes that only parents get to hear,” one Reddit user wrote. “They know who the decision makers are. Frida focuses on the parents.” Others argue that the tone crosses a clear line.
A statement from Frida reads in part: “Our products are designed for babies, but our voice has always been written for the adults who care for them. Our intention has consistently been to make uncomfortable and difficult experiences for parents feel lighter, more honest and less isolating.
It continued: “That said, humor is personal. What is funny to one parent may feel like too much to another.” Fast Company has contacted Frida Baby for comment.
A scroll through Frida’s social media shows that the brand has long consciously adopted a bold tone, often relying on double entendres and innuendo to target parents. In April it teased a new product on Instagram with the line, “Take off your top.” The current “Show Us What Your Boobs Can Do” campaign aims to destigmatize breastfeeding by drawing attention to what it calls “lactating breasts.”
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As more brands adopt informal, distinctive voices online, the lesson here is clear: context matters.
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