Discover Frida Mom's New "Boob Crew" And rewatch that amazing ad.

They’ve done it again. The team over at Frida is introducing a line of breast care products designed to address the physical discomforts associated with breastfeeding – a beautiful ritual that can unfortunately be a traumatic and painful introduction to new parenthood for many women.

“The expectation that women prioritize milk-making above their own physical comfort is antithetical to the widely espoused belief that ‘breast is best,'” says Chelsea Hirschhorn, chief executive officer at Frida. “The reality is that women are blindsided by the physicality of breastfeeding – raw nipples, uterine contractions, painful clogs etc. It never gets any air time because the end supposedly justifies the means, but the two don’t have to be mutually exclusive.”

Frida Mom’s The Breast Care Self Care Kit is stocked with the breast tools to make stubborn clogged ducts and let-down lags a thing of the past. The kit includes a 2-in-1 Lactation Massager, Instant Heat Breast Warmers and Breast Masks for Lactation and Hydration. (Because honestly, the only thing sucking should be your baby.) Other breastfeeding offerings include lactation gummies made with fenugreek and milk thistle known to naturally pump up your milk supply, an adjustable nursing pillow and similar breast masks for engorgement.

Regardless of where you’re at on the breastfeeding journey – nursing, pumping, weaning, or choosing to never start at all – it’s a delicate emotional and physical journey. Frida’s mission is that raising a human requires feeling like a human, and preparation is the first step in that journey.

Watch Frida Mom’s video below.