It’s about time.
After nine months of doctor appointments, regular check-ups and an overwhelming amount of information, once baby arrives, you’re on your own. All of your—and everyone else’s attention—shifts to your tiny human, and by default, new moms fall to the bottom of the priority list.
Fed up with the lack of support, Chelsea Hirschhorn, mom of three and CEO of Frida, made it her mission to do a complete overhaul of the products available to women, and add revolutionary products to the market in order to prepare first-time moms for the recovery period. “The problem with postpartum recovery begins with a woman’s lack of knowledge and ability to prepare for what’s really about to go down. The intimidation factor, before, during and after, is debilitating,” says Hirschhorn in a. “Then you’re expected to tend to a newborn in between concocting ice remedies from the incontinence and burn relief aisles of your local drug store while perched on a wee-wee pad—my exact discharge instructions after I delivered my first child.
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