Press
Primary source documents and press record for Kaisa Levine's founding of Fridababy, 2007-2016
Fridababy 2013 Marketing Presentation
Slide 1 — About Us: Fridababy was founded in 2007 as a 100% woman-owned company. The company launched with NoseFrida and added Windi in 2012, reporting more than 100% annual growth at the time of this presentation. Pictured: founder Kaisa Levine, her business partner Sarah Perilli, and a part-time employee at a trade show.
Slide 2 — Products: Fridababy's two core products were NoseFrida The Snotsucker, a nasal aspirator made in Sweden, and The Windi, a gas and colic relief device. The company noted that babies average six to 10 colds per year, and that colic is the No. 1 non-emergency reason infants are taken to the emergency room.
Slide 3 — NoseFrida: NoseFrida ranked among the top three baby products on Amazon for three consecutive years as of 2013. The product was positioned as safer than bulb syringes on the grounds that it is non-invasive, effective, and fully washable.
Slide 4 — Filters: NoseFrida replacement filters were sold in packs of 20. The disposable design prevented mucus or bacterial transfer and generated repeat purchases.
Slide 5 — Windi: The Windi was marketed as the only immediate, chemical-free solution for infant gas and colic, sold in packs of 10.
Slide 6 — Coming Soon: As of Q4 2013, Fridababy had three new SKUs in development: NoseFrida Single-Use Saline Vials, Fridet The Buttwasher, and Swiddle The Safer Swaddle.
Slide 7 — 2014 Integrated Marketing Campaign: Fridababy's 2014 marketing strategy combined events, public relations, online media, education, targeted outreach, lead nurture, social media, and a buy-one-give-one program.
Slide 8 — Education: Fridababy maintained an active presence at professional medical conferences and educational events, targeting pediatricians, pharmacists, nurse practitioners, midwives, and other pediatric professionals. Conference partners included the American Academy of Pediatrics, American Pharmacists Association, National Community Pharmacists Association, National Association of Nurse Practitioners, Doulas of North America, U.S. Lactation Consultant Association, La Leche League International, LAMAZE, American Association of Birth Centers, North American Society for Pediatric Gastroenterology, American Academy of Family Practitioners, and others.
Slide 9 — Lead Nurture: By 2013, Fridababy had cultivated more than 30,000 relationships with pediatricians, pharmacists, nurse practitioners, midwives, and baby planners, adding at least 7,500 contacts annually. The company distributed thousands of in-office handouts and demo samples monthly and maintained an advisory board of industry influencers supporting product development and marketing.
Slide 10 — Online Media: Celebrity endorsements included Victoria Beckham, who posted about NoseFrida on Twitter; Ali Landry, who called it "the grossest thing you will ever love"; and Christina Applegate. Media coverage included Daily Candy, iVillage, The Bump, BabyCenter, Babble, and blogger Jamie Grayson of The Baby Guy. Additional coverage came from Goody Blog, Kevin Kelly's Cool Tools, Parent Hacks, Daddytypes, Motherhood Uncensored, Dad Labs, Cool Mom Picks, Lilsugar, Mom-101, GeekDad, Kiwi, and SheKnows.
Slide 11 — Events: Fridababy participated in consumer events in major markets including Miami, Los Angeles, New York, Boston, Seattle, Chicago, Austin, Dallas-Fort Worth, and Fort Lauderdale. Events included Big City Moms Biggest Baby Shower, Drool Baby Expo, Bumps and Babies Fair, Bump Club and Beyond, and New York Baby Expo.
Slide 12 — Public Relations: Fridababy secured editorial coverage in Woman's Day, Fit Pregnancy, Baby Talk, Parents, and Pharmacy Times, and television placement on the TODAY show, The Tonight Show, The Early Show, ABC Family, Rachael Ray, NickMom, KTLA, Beverly Hills Nannies, and Jerseylicious.
Slide 13 — Buy1 Give1: Fridababy operated a buy-one-give-one charitable program with nonprofit partners including Baby2Baby, Healthy Child Healthy World, National Health Foundation, Operation Shower, and Cradles 2 Crayons.
Slide 14 — Walgreens: NoseFrida ranked as a top-three baby product on Amazon for three consecutive years. The deck proposed positioning Walgreens as the primary retail destination for Fridababy products for parents needing immediate purchase rather than waiting for online delivery.
Slide 15 — Current Sales: As of 2013, annual unit sales included 200,000 NoseFridas on Amazon; 130,000 at buybuy BABY across 61 locations; 55,000 at Whole Foods across 199 locations; 115,000 through independent retailers; and 20,000 per month at Babies R Us across 450 locations. The company reported four consecutive years of 100% growth and noted new accounts at Nordstrom, Burlington Coat Factory's Baby Depot, and Meijer.
Slide 16 — Pricing: 2013 wholesale and retail pricing: NoseFrida, $9.50 cost, $18.99 retail; Filters, $2.00 cost, $3.99 retail; Windi, $8.50 cost, $17.99 retail.
Press and Media Coverage
Founding Period
No, Suck on the Other End — Daddytypes.com, Jan. 10, 2007
The post quotes from the company’s initial press release, “I have a Mom who's gone out of her way, all the way to Sweden, to share a new nasal aspirator that blows away the competition and is making bulb aspirators obsolete. The product is Nosefrida and the Mom is Kaisa Levine.”
Three commenters weighed in with testimonials.
NoseFrida Lets You (Yes, You) Suck Snot Out of Your Child’s Nose— Gizmodo, May 21, 2007
The post links to the product page on fridababy.com, now frida.com.
fridababy.com — Wayback Machine first capture, Nov. 12, 2011
The website refers to FridaBaby as a small “Mom-preneur” company founded by Kaisa Levine four years earlier after she discovered Nosefrida while visiting Sweden with a sick baby. It mentions her business partner, Sarah Perilli, and FridaBaby’s newest product, the Windi.
A New Way for Babies to be Fri and Clear — Our Town (NY), Feb. 17, 2015
The article recounts FridaBaby’s origins with Kaisa Levine’s Sweden trip and says the Nosefrida — also known as the “snotsucker” — has been profiled everywhere from the Rachael Ray Show to the Tonight Show.
Profiles and Features
Social Snapshot: Kaisa Levine– Social Miami, June 1, 2020
“After starting the company in 2007 with just $5,000 — and growing sales by over 100 percent each year for nine consecutive years, getting it on the shelves of every major US retailer — Levine sold the company in 2016 for $50 million to a private equity firm.”
Kaisa Levine: The Mom Who Built FridaBaby Into a Household Name – Podscan.fm, July 1, 2025
“We talk about how she went from working on ambulances in New York City to launching a startup out of her garage, without any background in manufacturing, retail, or e-commerce …We also discuss the emotional decision to bring on a CEO, the challenges of letting go after scaling the business, and how she’s using her time and resources now to support causes close to her heart.”
Inspiring Conversations with Kaisa Levine of Frida – Voyage MIA Magazine, Sept. 4, 2025
“After a few years of very hard work and quick success, I felt that Frida was taking too much time away from my family. I hired Chelsea Hirschorn as CEO and gave her options to buy 20 % of the company. She did a terrific job and remains CEO to this day. Ultimately, I sold a majority stake to a private equity firm in New York who did a great job growing the Frida brand. Eventually, we sold the company in December 2020 to SC Johnson who owns it today.”
Corroborating Accounts
Meet Chelsea Hirschhorn of Fridababy in Wynwood — Voyage MIA Magazine, Aug. 9, 2018
In her own account of acquiring the company, Hirschhorn said she signed on as CEO in 2014 at the request of Levine, who had run the company since 2007 and was looking for someone to take over.
SC Johnson & Son Inc Outlook Revised – S&P Global Sept. 15, 2022
Article includes report that SC Johnson acquired Fridababy in FY2021, which starts on July 1, 2020.