'We'll invest in creating our own': US women's health brand Frida takes censorship fight to the UK
“Real, unfiltered resources” for women at all life stages, from puberty to postpartum.
A US women’s health company has taken a bold campaign to the UK to challenge what it calls the systematic censorship of female health education online.
Frida, the wellness brand known for its frank and practical approach to women’s health, has brought its Frida Uncensored platform across the Atlantic – offering what it describes as “real, unfiltered resources” for women at all life stages, from puberty to postpartum.
“Censorship of women's health is a global issue, and it was important for us to bring attention to it in the UK,” said Chelsea Hirschhorn, founder and CEO of Frida.
“Women don’t have access to accurate educational content about their bodies, much less to content that teaches them how to use the products to support them during the most physically transformative life stages.
“Until that type of content becomes more widely available and accessible to women, we’ll invest in creating and hosting our own.”
A platform that’s made headlines
Frida Uncensored was first launched in the US in response to mounting restrictions on health content for women. From instructional videos on at-home insemination to tackling issues like mastitis and pelvic floor recovery, the platform made headlines for its frank, sometimes graphic, but always informative videos—garnering praise from TIME, CNBC, and tens of thousands of women.
Now, with the UK as Frida’s largest market outside the US, the brand is expanding the project — and has launched a nationwide casting call to UK women to contribute their stories and bodies to the movement.
This move follows mounting concerns over censorship of women’s health content in Britain. A 2024 survey by campaign group CensHERship found that 90% of UK women’s health creators and charities had experienced post deletions, blocked ads or shadowbanning across social platforms. Meanwhile, NHS gynaecology waiting lists remain among the fastest-growing in the country, and conditions like endometriosis still take an average of eight years to diagnose.
Frida’s campaign aims to fill that vacuum — offering what it calls “a platform built outside the algorithm,” free from automated moderation or stigma. Women can contribute anonymously, with the option not to show their faces, in a move Frida says will help ensure inclusivity and safety.
A powerful response
The platform’s arrival in the UK is being backed by a guerrilla street campaign and vox pops hosted by influencer and author Mother Pukka, encouraging women to take part. The call is not just for mothers or those who are pregnant, but anyone navigating physical milestones such as IUD insertions, mammograms, or living with PCOS or endometriosis.
While Hirschhorn acknowledges the challenges of finding women willing to go on camera to document such intimate moments, she says the response so far has been powerful — hundreds signed up when the call first went out in the US.
“This is just a continuation of our content crusade,” continued Chelsea, “with the hope that this platform becomes a library that houses all types of educational content for women throughout their journeys of womanhood and motherhood.”
Recent figures suggest a pressing need for such work. The 2024 National Maternity Survey reported that 40% of new mothers in the UK felt they didn’t get enough midwife support after birth. And with over 75% of social media influencers being women — many of them mothers — campaigners argue that the online space should be a goldmine for shared experience and support.
Instead, many feel silenced and Frida Uncensored wants to change that.
The casting call is now open at: https://fridauncensored.com/casting-call/