Taking postpartum recovery out of the shadows

There’s a specific moment that inspired FridaBaby CEO Chelsea Hirschhorn’s latest buzzed-about (and Amy Schumer-approved) venture.

She had just given birth to her second son and the physician prescribed ice therapy for a swollen perineum, an area prone to hemorrhaging. 

To her surprise, the nurse walked into her hospital room holding . . . a baby diaper. The nurse then proceeded to pour a pitcher of ice from the hallway ice machine into the diaper before taping it between Hirschhorn’s legs. The new mom was commanded to sit on top of a dog wee-wee pad until she had to go to the bathroom.

Hirschhorn vowed to create a whole line of products targeting the harsh and bloody postpartum recovery process. The newly launched FridaMom line includes disposable delivery and nursing gowns; a squirt bottle to clean “down there”; a pack of cooling liners to reduce swelling; and high-waisted mesh underwear designed for both C-section and vaginal deliveries, among other necessities.

And now, major retaile…