Chelsea Hirschhorn

Company: FridaTitle: Founder & CEOIndustry: Consumer productsNotable in 2024: Frida expanded into an additional 3,400 Walmart stores, bringing Frida's fertility, postpartum recovery and baby care products to within 5 miles of 90% of Americans.

Like many women underserved by the market, Chelsea Hirschhorn, the founder and chief executive officer of Frida, found inspiration for her booming business, an unglamorous take on the business of parenting, from personal experience.

The mother of four recounted for TODAY a now well-known story of the product that changed her personal and business life: the Näsfrida. After she had a new baby, a neighbor had introduced her to the Swedish medical device. "I had no idea what it was," she said. And she wasn't really interested. "The first three months I had the baby it was great. And then he got sick for the first time."

It was at this point that Hirschhorn used the nasal aspirator and quickly realized how effective it was to reduce mucus. She ended up getting in on the business, and a tag line was born:

"Babies are cute. Parenting isn't always."

Invented by a Swedish pediatric ear, nose, and throat doctor, the NoseFrida is now helping parents across America provide hygienic snot-free relief to stuffed up kids.

Hirschhorn, who also serves as "Chief Fussbuster and baby guru," has continued to grow the business over a decade on that founding principle of helping parents.

Since 2014, the company has expanded from the NoseFrida to products that solve a variety of issues that typically arise with babies, and issues that affect postpartum mothers.

"We were sort of left to our own devices with this really stale and archaic category of products," Hirschhorn told TODAY. "And that's when I really sort of had this lightbulb moment that this entire category could be reimagined."

Hirschhorn began prototyping new products and taping existing products together before sending them to the factory. The products addressed the tough parts of parenting, some more graphic than clipping a child's nails or giving a newborn a bath.

Potty issues, boogers, farts and the whole "sh-tstorm" that parents need to prepare for, as Frida says on its website, have resulted in over 150 products offered in major retailers including Walmart and Target.

As Hirschhorn explained to the blog Fashion Mamas, "I view Fridababy's role as stepping in on the details that your best friend (very innocently) left out, and then giving you the tools to tackle those realities."

In fact, some of the issues that Frida tackles led to problems in the advertising market, from being prohibited from using the word "vagina" on billboards to being blocked by ABC from running an ad during the Oscars depicting a woman's postpartum recovery. Last year, to deal with what the company describe as "a censorship problem in the US around women's wellness products," Frida Uncensored was launched to provide how-to videos to educate customers.

"This is just a continuation of our content crusade, with the hope that this platform becomes a library that houses all types of educational content for women throughout their motherhood journey. Our ultimate goal is that Frida and other brands like ours can accurately and honestly educate women on their own bodies," the company said in an announcement.

Through all of the success and pushing into new categories and up against boundaries, Frida has stayed true to the way Hirschhorn runs her daily life.

"It feels like there a million balls in the air at any given time that I'm juggling, and inevitably, one will drop," Hirschhorn told CNBC Make It. "But I've gotten comfortable with making sacrifices, and I've got my rank and file priorities – family always comes first."