Babycare brand under fire after being accused of sexualizing marketing phrases

(TNND) — A popular babycare brand is facing backlash after photos shared on social media appeared to show the company using phrases for a marketing campaign that were deemed inappropriate.

Images on what appear to be a now-deleted Instagram post read “This is the closest your husband’s gonna get to a threesome,” and packaging showed words such as “I get turned on quickly” and “How about a quickie.”

Current team members were also identified as criticism intensified, including director of packaging Brian Byrd, vice president of marketing strategy Adam Gagliardo and package design production manager Aaron Camello.

The team page on the website appeared to be disabled when The National News Desk tried to access it.

Users also reported the company hiding negative comments from the brand’s accounts.

Lila Rose, president and founder of the anti-abortion nonprofit Live Action, shared a resurfaced post, calling it “Unbelievably sick @fridababy sexualizing babies. Boycott!”

Most recently, Fridababy shared a post on Instagram reading, “Boobs, everyone loves to see them.”

Users criticized the brand in comments, with one writing, “Hey so why do you sexualize your products???”

Fridababy was founded in 2014 by CEO Chelsea Hirschhorn, who said after discovering the Swedish nasal aspirator NoseFrida, she wanted to bring it to the U.S. market.

The company has not issued a public response.