Meet the CEO who turned the Swedish NoseFrida into a huge hit with American parents of babies

Closeup of a woman with light-brown hair on a blue background (Credit: Courtesy of Frida)

Ask any new parent about the NoseFrida—an ingenious device by which a parent sucks mucus out of a congested baby’s nostrils—and you’re bound to get the same reaction I did when mentioning it to coworkers with infants at home: breathless excitement, and declarations of “It’s the best!” 

As the mom of a 16-year-old, I’m admittedly out of the baby-product loop. And while I did use the NoseFrida godsend when my daughter was a baby, it was largely a hippie-mom, word-of-mouth thing back then.