We will not normalize this.
A response from Sarah Gabel Seifert, CEO & Founder of EveryLife
Like many moms, I’ve been watching the Frida Baby controversy unfold—and to speak plainly, I am outraged. If you missed it: Frida Baby is under fire for using sexually explicit innuendo in marketing connected to baby products. The backlash has been swift, as parents question how adult humor became normalized in the baby aisle.
Products for babies and families should be untouchable by adult vulgarity. And yet Frida Baby has used sexually explicit innuendo on BABY products, while pulling real babies into adult “humor” in their marketing.
That should stop us in our tracks.
Not because we’re fragile. Not because we’re prudish. But because there are still things that should be protected—and babies are at the top of that list.
As I’ve looked deeper, what makes this even more concerning is that it wasn’t a one-time lapse in judgment. This messaging shows up across products, campaigns, and social media. That means it moved through layers of approval. It was reviewed. It was greenlit. It was repeated.
Outrage isn’t overreacting when something sacred is treated casually. It’s a sign that something in our culture is off.
Babies Deserve Protection and Celebration
Babies are precious. Childhood is sacred. Their innocence deserves both protection and celebration.
When sexual innuendo becomes “normal” in baby marketing, we’ve crossed a line. And if we don’t say so clearly, that line just keeps moving.
Parents know this instinctively. We protect our children physically every day—with car seats, baby gates, clean ingredients, safe sleep. But we are also responsible for the environment that surrounds them—the messages we tolerate, the tone we accept, the culture we help fund.
What we normalize shapes what comes next.
This is bigger than one brand.
Products don’t magically end up on store shelves. There’s an approval process—layers of conversations, reviews, and sign-offs. And the baby aisle isn’t neutral; shelf space is an endorsement.
So when retailers like Target, Walmart, and Buy Buy Baby chose to stock Frida Baby products tied to sexually explicit innuendo and adult-themed marketing, they helped normalize it—and they profited from it.
Families deserve retailers who treat that responsibility seriously.
While retailers hold tremendous influence, they don’t operate in a vacuum. They respond to what consumers reward—and that’s where the power comes back to us.
Here’s what gives me hope: parents are not powerless.
Money talks. There is real power in where we choose to spend it. Every purchase is a signal. Every dollar is a vote.
If something violates your values, you do not have to fund it.
As for me and my house, we are shifting our dollars accordingly—and making that message clear to both brands and retailers.
Not out of hysteria. Out of conviction.
Because when families shop their values, markets move. When parents raise the bar, companies adapt. When we demand better with our dollars, better follows.
Leading With Conviction
As for me and my household, you can bet we’ll be boycotting Frida—and the retailers who continue to profit from their products. But as the founder and CEO of a family brand, I feel the weight of this in a new way—because stewardship matters.
We built EveryLife to be a hopeful solution in an industry that too often devalues life, family, and parenthood. Our faith isn’t something we tack on—it’s the foundation. We believe babies are precious gifts from God, and they deserve love, protection, and celebration. That conviction shapes everything we do—our mission, our messaging, and the premium products we refuse to compromise on.
EveryLife is, and will always be, a company you don’t have to brace yourself for—because we will always celebrate babies like the miracles they are. We want to come alongside moms and dads who feel overwhelmed trying to choose the best for their baby and who don’t want to compromise their values.
You are not powerless. As a mom, I stand with you. And as a CEO, I promise to keep building a brand that puts your baby—and your family—first in both quality and values.
