Frida Baby, a company that makes products for baby, birth and postpartum care, used sexual innuendo in its marketing, both in its social media posts and on its packaging.
The company printed suggestive phrases on the packaging of at least three of its products and in one social media post from 2020, which it has since deleted. However …
… Snopes could not confirm that two of the alleged posts were real. Neither Google searches nor a search of the company’s Instagram feed showed the posts, which circulated only in screenshot form as of this writing.
In February 2026, a rumor spread widely that Frida Baby, a company that makes products for babies and postpartum care, used sexual innuendo in its marketing, leading a number of social media users to express their outrage.
For example, an X post shared several images of Frida’s alleged Instagram posts and packaging (archived):
sexual jokes to market baby products is actually sick and twisted @fridababy this is absolutely appalling and disgusting
The images showed:
- A purported screenshot of an Instagram post promoting a “3-in-1” thermometer with the caption “This is the closest your husband’s gonna get to a threesome,” referring to a sexual practice that includes three people.
- A supposed box for another touchless thermometer with the phrase “How about a quickie,” a common phrase for rapid sexual intercourse.
- An alleged step-by-step “quick start” manual for a humidifier titled “I get turned on easily” — a phrase that can both mean “switched on” and “aroused.”
- A box with the phrase “I’m a [power] sucker,” which evoked a term widely used in gay circles, “power bottom,” in which the “bottom” is the person who receives during sexual intercourse, but does so in an active, dominant way. “Sucker” may mean a person who gives oral sex. Frida makes devices that suck mucus from babies’ noses.
In another post (archived), the same user included the an apparent screenshot of a July 5, 2021, Instagram post promoting a device that helps relieve babies’ gas-induced intestinal pain, also known as colic. The device, Windi, is a short tubelike tool one introduces into a baby’s anus to let out gas. The alleged caption read:
Top Windi Pro-Tips to tap that [g]a** (and sometimes even [excrement emoji]):
– Massage it real good
– Lube that ish up
– Wear a poncho
(“Tap that a**” is a vulgar phrase for having sex. “Ish” reverses the sound from the expletive “s***.”)
Another screenshot in the same post showed a purported Instagram post with the caption “What happens when you pull out too early,” evoking the ineffective “pullout” method of contraception. The photograph showed a baby with a trail of mucus across its face.
The X user also linked to the supposed Frida “Team” page and shared screenshots of the profiles (archived) of company employees who may have been responsible for the posts and packaging. The images showed portraits of three men, who worked as director of packaging, vice president of marketing strategy and production manager for package design.
While Snopes could not verify all alleged Instagram posts, we confirmed Frida has used sexual innuendo in its marketing since at least 2020. For this reason, we rate the claim a mixture of true and undetermined information.
In an emailed statement, Frida said its marketing strategy was meant to expose the messiest parts of parenting young children, and that it tried to inject some humor to help parents feel less alone:
From the very beginning, Frida has used humor to talk about the real, raw, and messy parts of parenting that too often go unspoken. We do this because parenting can be isolating and overwhelming, and sometimes a moment of levity is what makes a hard experience feel human, shared, and survivable. Our products are designed for babies, but our voice has always been written for the adults caring for them. Our intention has consistently been to make awkward and difficult experiences feel lighter, more honest, and less isolating for parents. We’re never trying to offend, push boundaries for shock value, or make anyone uncomfortable.
The statement did not address whether the company had shared, then deleted, the posts Snopes could not find.
Sexual innuendo as a marketing strategy
Snopes determined Frida had used sexual innuendo as a marketing strategy since at least 2020.
A Google search for the phrase “This is the closest your husband’s gonna get to a threesome” led to a Nov. 17, 2020, Facebook post by the company:
(Google)
The link led to a Facebook page that read “this video is no longer available.” The URL showed that the link led to a post by the official Frida Baby page on Facebook, however. This indicated the video for the 3-in-1 rectal thermometer and its caption were real.
Several searches confirmed that the box for the touchless thermometer included the reference to a “quickie.” We identified it in an Instagram reel shared by Frida on Dec. 23, 2025 (archived):
(Instagram users @Fridababy and @Fridamom)
Several e-commerce websites and one “unboxing” video from December 2024 confirmed the box for the electric nose-sucker included the phrase “[power] sucker:”
The electric nose-sucker also was for sale on the Frida website.
Unboxing videos on YouTube from October 2022 and March 2020 showed the “quick start” guide on the cardboard box of the Frida humidifier included the phrase “I get turned on easily”:
(YouTube channel Crystal Had a Little Home)
This product was no longer for sale on the Frida website as the company had updated the model, but it was available on other e-commerce websites.
We could not find the Instagram posts with the photograph of the baby or the Windi tool. Neither Google searches nor a search of the company’s Instagram feed showed the posts, which circulated only in screenshot form as of this writing. However, users posted multiple screenshots of the post with the baby’s face that had slight differences, including both light and dark modes, and in one instance an indication that a user’s Instagram contact had liked the post. This suggested the post did truly exist at one point, as fabricated screenshots tend to be completely identical in every post that shares them.
Lastly, while the company removed the “Team” page from its website, we identified an archive of the page from late January 2026, confirming the identities of the three men and their positions within the company.