How Fridababy Became The Top Infant- Care company On Amazon!

How the CEO of baby-care brand Fridababy transformed it into a category leader

- Elizabeth Segran

Chelsea Hirschhorn can recall the moment she came up with each of the gadgets she has developed for her company, Fridababy. There was the time she was cleaning her dog’s teeth with a canine wrap around tooth brush and wished she had one for her 3-year-old; a few months later, she launched a three-sided child toothbrush that is now available in 18,000 Targets. Or there was that night when her 16-month-old was sick, and Hirschhorn woke him every hour to check his temperature; that inspired a patch that sticks under a child’s arm and sends temperature data every few seconds to a smartphone app.

These tools might not be revolutionary, but Hirschhorn’s focusgroup-of-one strategy is clearly connecting. In the three years since she became the CEO of a small business with a single cult product, the NoseFrida, Hirschhorn has tripled sales—with 2.5 million units sold last year—and turned it into Amazon’s top baby-care brand. Its wares are also available in stores such as Walgreens and Whole Foods.