Frida has built a reputation on identifying the parenting moments no one else designs for - from birth through postpartum. Its latest launch extends that thinking into a new stage of parenting: the years when kids start caring for themselves.

Frida's own research found that parents ask their kids to brush their teeth an average of 3.5 times a day, a small but telling signal of the friction that builds around everyday hygiene. Looking closer, the team identified a larger gap. Kids between roughly 6 and 11 have outgrown baby products but are not yet served by anything designed for adults. That stretch in between had almost nothing built for it.

In August, Frida launched Do It Yourself Care, a line of more than 20 products designed around independence rather than parental management. Frida saw the opportunity for a cohesive product range built around two things at once: kids who feel confident doing self-care on their own, and parents who trust that what they're using is hygienic and effective.

We were proud to partner with the Frida team on this launch. Our brief was to give kids the tools they needed to take on hygiene routines themselves, turning tasks they are usually told to do into ones they choose to do.

The line launched in partnership with Walmart. According to a recent CNBC article, CEO Chelsea Hirschhorn said the decision was strategic as the retail giant expands its kids' personal care aisle. The line is also available at Amazon and Frida.com.