Frida makes baby products. Made them for years. Apparently someone in the C-suite just remembered that babies don't stay babies forever.
The company is launching personal care items for kids. Shampoo. Soap. The stuff parents have been buying from other companies this entire time because Frida was too busy perfecting the NoseFrida to notice children above diaper age exist.
They call this a "largely untapped space." That's what you call a market when you've been ignoring it. Every grocery store has an entire aisle of kids' personal care products. Has had one for decades. But sure, largely untapped.
The press release probably says something about leveraging their brand equity and expanding their addressable market. What it means is they finally looked at their sales data and realized parents stop buying from them the second the kid turns three. Turns out brand loyalty dies the moment your product catalog ends.
Some retail trader is reading this headline right now and thinking it's a growth story. Thinking Frida cracked the code. Thinking this is the kind of strategic expansion that justifies a premium valuation. He's probably calculating the TAM on kids' shampoo like he's discovered arbitrage.
He hasn't noticed that Johnson & Johnson figured this out in 1894.
Frida's big innovation is selling to the same customers they already have, just selling them different products. Revolutionary. Next they'll announce a line of products for teenagers and act like they invented puberty.
The growing market they're tapping into is called children who age. It grows at exactly the birth rate.
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