There are two types of new moms: those who naturally take to breastfeeding and use the term "joyful" when describing their baby's latch, and those who muffle screams while they attempt to massage out clogged ducts in the shower with their electric toothbrush.
For those in the latter camp, Frida wants you to know that although lactation can be a wonderful experience, it can also be f*cking painful.
"No one tells you breastfeeding 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."
A new ad exposes the untold yet ubiquitous inner monologue most postpartum women – and their on-display breasts [1] – struggle with during this transformational time, and it depicts, unfiltered, how much new moms have had to endure. From leaky breasts, cabbage-stuffed nursing bras, and chatty breast pumps to unfortunate new uses for vibrators, the message to mamas is clear: it's time to care for your breasts, not just your 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 Hisrchhorn, Frida's mom-of-three CEO, said in a statement [2]. "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."
In addition to Frida's longstanding baby product line and its 2019 launch of general "new mom" care products [3], the brand's newest collection aims to help women navigate another neglected aspect of birth recovery. This comprehensive Breast Care line [4] provides support at whatever stage of the breastfeeding journey they are on – whether she's nursing, pumping, weaning, or choosing to never start at all.
The new line offers the standard baby shower fare, like nursing pillows, but also provides legitimate versions of the DIYed solutions many new moms concocted at home, from a no-microwave-required breast warmer to a lactation massager that doesn't have to work overtime.
Frida Mom 2-in-1 Lactation Massager
The Frida Mom 2-in-1 Lactation Massager [5] ($30) combines heat and vibration to eliminate clogged ducts, pull out blocked milk, and empty breasts. It's water-resistant and specifically designed for massages in the shower. Plus, it's pocket-sized and rechargeable with a USB cord – no batteries needed.
Frida Mom Instant Heat Breast Warmers
Quick relief is here! The reusable Frida Mom Instant Heat Breast Warmers [6] ($20) provide "click-to-heat" warmth in three seconds flat to speed up let-down and relieve clogged ducts. The package comes with two small packs, ideal for targeted areas and on-the-go, and two large packs for before or after nursing or pumping. They can be used up to 30 times – simply drop them in boiling water to reactivate – and the heat lasts up to 20 minutes with each use.
Frida Mom Postpartum Gummies For Lactation
For those wanting to boost their supply, the Frida Mom Postpartum Gummies For Lactation [7] ($20) are packed with ingredients, like fenugreek and milk thistle, known to support healthy milk production.
Frida Mom Breast Mask For Engorgement
Say goodbye to cabbage grocery runs with this Frida Mom Breast Mask For Engorgement [8] ($7). The combination of cabbage, jasmine, and sage help ease painfully hard breasts without having to stick cold leaves in your bra. Simply apply the mask to clean, dry skin for 20 minutes. If one breast is more engorged than the other, you can use just one mask at a time – simply place the unused sheet in the sachet and reseal for up to two days.
Frida Mom Breast Mask For Hydration
The Frida Mom Breast Mask For Hydration [9] ($7) is a soothing way to nourish and hydrate tired breasts with aloe vera, honey, tea tree oil, and cucumber. Simply apply the mask to clean, dry skin for 20 minutes. If one breast is needing less TLC than the other, you can use just one mask at a time – simply place the unused sheet in the sachet and reseal for up to two days.
Frida Mom Breast Mask For Lactation
Concerned about a dry spell? This Frida Mom Breast Mask For Lactation [10] ($7) can support milk production with fenugreek and fennel. Simply apply the mask to clean, dry skin for 20 minutes. If one breast is making less milk than the other, you can use just one mask at a time – simply place the unused sheet in the sachet and reseal for up to two days.
Frida Mom Adjustable Nursing Pillow
What breastfeeding mom doesn't need a proper pillow? The Frida Mom Adjustable Nursing Pillow [11] ($50, currently out of stock), with its T-shirt soft cover, has customizable lap-to-latch layers to achieve just the right height — you can add or remove them to find that nursing sweet spot — as well as firm-to-soft cushioning to provide continued comfort as your baby grows.
Frida Mom Breast Care Self Care Kit
For those who want to be ready for whatever their lactating journey has in store, the Frida Mom Breast Care Self Care Kit [12] ($50) includes everything you need to establish your own breast-focused self-care routine: the 2-in-1 lactation massager, two sets of the breast warmers, and breast masks for both lactation and hydration.