Popular babycare brand faces backlash over inappropriate marketing campaign

Fridababy faces criticism after old ads and packaging with suggestive captions resurface online

Fridababy is facing significant online backlash after social media users circulated screenshots of its past Instagram captions, advertising campaigns and product packaging featuring suggestive language.

The controversy began on TikTok before spreading to X and other platforms, where users criticised the babycare brand for using phrases they deemed inappropriate. Images shared online show packaging with wording such as “I get turned on quickly” and “How about a quickie.” Archived Instagram captions from 2020 and 2021 reportedly included terms such as “threesome” and “lube”.

sexual jokes to market baby products is actually sick and twisted @fridababy this is absolutely appalling and disgusting pic.twitter.com/cXhiksoaY8

— stace 🩵🪲 (@staystaystace) February 12, 2026

As criticism intensified, some users identified current team members listed on the company’s website, including director of packaging Brian Byrd, vice-president of marketing strategy Adam Gagliardo and package design production manager Aaron Camello.

Hours later, the team page was reportedly removed from the site. Users have also alleged that negative comments are being deleted from the brand’s Instagram account.

Fridababy was founded in 2014 by chief executive Chelsea Hirschhorn, who has said her experiences with postpartum recovery and early motherhood inspired the business. After discovering the Swedish nasal aspirator NoseFrida in 2013, she identified a gap in the US market and began developing and licensing products tailored to American consumers.

Online opinion remains divided. Some users questioned whether the resurfaced content had been altered or generated for engagement.  Another user said they verified product images online and confirmed the packaging wording.

Fridababy has not issued a public response.