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This New Product Line Is a Game-Changer for Nursing Moms’ Sore Breasts

“The reality is that women are blindsided by the physicality of breastfeeding—raw nipples, uterine contractions, painful clogs—no one tells you that it can be as painful as your vaginal recovery.”
ByNehal Aggarwal
Associate Editor
Updated
February 24, 2021
Frida's new nursing pillow in use, mom breastfeeding her baby.
Image: Frida
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Frida has made a name for itself with its innovative and game-changing products for newborn care and postpartum recovery. Once again the brand is staying true to its mission of addressing the raw realities of parenting head-on—this time with a new line focusing on the postpartum breast care experience.

The new line aims to expose and address the painful hardships that can be associated with breastfeeding at any stage, whether it’s nursing, pumping, weaning or choosing to never start breastfeeding at all. It also seeks to help women feel more prepared by better educating them on what their body and breasts will go through postpartum.

The new line will offer the following products:

According to the American Academy of Pediatrics, women should exclusively breastfeed for the first six months of baby’s life, but according to Frida this can place a lot of pressure on some new moms who may already be vulnerable. It could make them push through several physical discomforts, resulting in a breastfeeding experience that can be traumatic and uncomfortable. In the United States, less than 50 percent of babies exclusively breastfeed by three months and only 25 percent do by six months. The goal of the new line from Frida is to ask, “What’s best for mom?”—a question that can often be eclipsed by “What’s best for baby?”

“The expectation that women prioritize milk-making above their own physical comfort is antithetical to the expectation that women continue for six months or more.” Chelsea Hirschhorn, mom of three and CEO of Frida, says in a press release. “The reality is that women are blindsided by the physicality of breastfeeding—raw nipples, uterine contractions, painful clogs—no one tells you that it can be as painful as your vaginal recovery. It’s all part of the postpartum physical experience, but it never gets any air time because the end supposedly justifies the means. The two don’t have to be mutually exclusive.”

Alongside the new product line, the brand will also reveal a new campaign video to normalize the emotional and conflicting journey breastfeeding can be for many women. A cut of the new ad for Frida Mom Breast Care is also set to premiere during the 78th Annual Golden Globes on Sunday, February 28 on NBC. This is in stark contrast to their postpartum recovery ad, which was rejected by ABC & the Academy for being “too graphic” in February 2020.

“At NBCUniversal, we are passionate about bringing to life authentic portrayals of women and sharing their stories with people around the world,” Ann Scheiner, senior vice president of advertising sales, NBCUniversal, also said in the release. “We are committed to using our platform to share ‘HER’ story—the story of so many women—and are proud to spotlight the joys and challenges of motherhood with this groundbreaking new creative from Frida Mom.”

The line and its products are available now at Target, Amazon.com and Frida.com.

Please note: The Bump and the materials and information it contains are not intended to, and do not constitute, medical or other health advice or diagnosis and should not be used as such. You should always consult with a qualified physician or health professional about your specific circumstances.

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