Frida Mom Is Improving Postpartum Care—Starting With the Mesh Underwear

Mesh Underwear, Ice Maxi Pads: Frida Mom Knows What New Moms Really Need

9/12/2019 12:00:00 PM

Mesh Underwear, Ice Maxi Pads: Frida Mom Knows What New Moms Really Need

The new range includes perineal cooling liners, instant ice maxi pads, disposable underwear, and more necessities for new moms.

Mar 8, 2019 at 12:03pm PSTThe billboards ended up being displayed across New York City. Meanwhile, Target, now one of Frida Mom's"great partners" were at first"slightly concerned" about the cheeky nature of Frida Mom's product descriptions. More examples include ice maxi pads"so magical you'll feel like a 'vagician'" and perineal healing foam that reduces swelling of the perineal area—"that's from your vag to your tush, FYI."

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Hirschhorn 's goal is to take all the guesswork out of the healing process for women. The alternative has been"making 16 stops at seven different retail stores and four different aisles,Amazon Prime Now thingsin the middle of the night, and find, like, black market mesh underwear being sold on Ebay," as she explains. As for why it's taken this long to have as comprehensive of a one-stop shop for post-partum care, the founder thinks it's thanks to a shift in attitude: women aren't hush-hush about the raw, messy parts of pregnancy anymore thanks to social media and celebrities sharing their experiences.

Read more: ELLE Magazine (US) »

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