MIAMI--(BUSINESS WIRE)--Trying for a baby is a trying experience. Any sex education we’ve received is so focused on how NOT to get pregnant that when parents-to-be are ready to conceive, they are wholly uninformed and unequipped on how to actually do the deed, and resort to googling their way through the experience. The myriad of myths and old wives tales (legs up after sex, no coffee, turkey basters, doggy style only), compounded by a lack of accessible products on the market that cater to this life stage, have left people hung out to dry when trying to get pregnant.
Introducing Frida Fertility, a new brand from the makers of the famous Frida Baby Snot Sucker and the Frida Mom Upside Down Peri Bottle, on a mission to demystify the realities of trying to conceive in the same way they lifted the veil on the raw side of parenthood and postpartum recovery. Developed with medical and fertility specialists, the products work together to better support a couple’s chances of getting pregnant – from optimizing the health of the eggs and sperm, through tracking and testing cycles, timing sex and the actual insemination experience.
Medical guidance suggests women under 35 try to conceive for a year before seeing a medical professional, and only one in six women will actually require medical intervention for clinical “infertility” once seeing a doctor. That means the vast majority of women can get pregnant themselves, but they’re on their own for those first 12 months before insurance will even cover an initial fertility consult.
Frida Fertility says couples deserve to be supported from the moment they think about starting a family and need the information and the tools from the start of that journey. Six in ten women believe they can get pregnant any day of their cycle, seven in ten women* don’t know when they’re ovulating, and one third of fertility issues are actually attributed to a male partner. Then you introduce the DIY hacks like using a turkey baster for insemination (YouTube it - it’s a thing) or taking cough medicine and eating pineapple cores to better your chances (yes, also a thing) – and it becomes very obvious that prospective parents are fumbling their way through from the beginning.
Chelsea Hirschhorn, CEO of Frida and mom of four, stepped in to offer support at this transformational and exciting life stage by not only creating and modernizing the products to support conception, but through curating and simplifying an otherwise fragmented and broken preparation experience for prospective parents. Until now, no one brand has offered a comprehensive set of conception support from preparation through insemination to (hopefully) celebration.
“Our mission at Frida has always been to prepare parents for the unfiltered realities of parenthood, and now, with Frida Fertility, that starts the moment you think about becoming a parent,” says Chelsea. “Women will no longer be left on an endless internet search for ‘how to get pregnant,’ and can feel supported and informed from the beginning of their conception journey.”
The Frida Fertility assortment systematizes the babymaking process into three stages:
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Preparation:
- Pre-Conception Supplement Set ($49.99)
- Female Pre-Conception Supplement ($29.99)
- Male Pre-Conception Supplement ($29.99)
This supplement set for women and men highlights the important reality that the “fertile burden” of preparing your sperm and egg is a shared expectation and does not fall only on the woman. Both egg and sperm quality decline with age – and couples are now trying for children later in life. Research shows that supplements with the right nutrients help support egg and sperm health and boost chances of conception. Additionally, the female supplements are one of the only pre-conception supplements formulated with several of the benefits of a prenatal vitamin – so women don’t have to take two separate doses during the pre-conception and conception phase. CoQ10 is an antioxidant that maintains the health and number of eggs and Vitamin D supports a healthy ovarian reserve.
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Testing & Tracking:
- Ovulation Prediction Test ($24.99)
- Ovulation + Pregnancy Test and Track Set ($39.99)
- Early Detection Pregnancy Test ($9.99)
Frida Fertility’s one-stop shop for ovulation tracking helps women better understand their cycle so they know when it’s time to try. You’re three times more likely to get pregnant through tracking ovulation and having sex or inseminating during your fertile window. The set comes with a novel collapsible, on-the-go Pee Cup – ending the days of peeing on your hand to get a sample.
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Conception:
- At-Home Insemination Set ($49.99)
This set is an effective at home insemination and conception solution to comfortably and effectively deliver sperm up to the cervix – whether you’re a same sex female couple using donor sperm or a heterosexual couple struggling with performance anxiety and looking for an alternate form of insemination. It keeps the intimacy of the at-home experience without the clinical environment and without the pressure to “perform.”
The brand will educate parents-to-be about the realities and science behind conception by launching a holistic marketing platform aimed at debunking the myths and misconceptions about babymaking. It’s the sex-ed content you wish you would’ve gotten. This includes a social satire video on the current culture around trying to conceive, educational science-backed content in partnership with Dr. Stephanie Thompson, a Reproductive Endocrinologist and Infertility specialist at The Institute for Reproductive Medicine and Science (IRMS), as well as influencer advocacy and social sharing on TikTok to normalize fertility journeys among the soon-to-be-parents audience.
The Frida Fertility line will be available at Target, CVS, Amazon and Frida.com beginning this month.
Frida Fertility. It’s babymaking, simplified.
*Sources: PubMed.Gov “Women’s Knowledge of Ovulation, Menstrual Cycle and Reproductive Changes” Study, RCOG World Congress in Obstetrics and Gynecology “Multi-national Survey of Women’s Knowledge and Attitudes towards Fertility and Pregnancy”, Statista; Guttmacher Institute
