HawkeTalk 145. Kaisa Levine: The Mom Who Built FridaBaby Into a Household Name
In this episode, I sit down with Kaisa Levine, founder of NoseFrida and the woman behind one of the most recognizable baby products on the market.
We talk about how she went from working on ambulances in New York City to launching a startup out of her garage, without any background in manufacturing, retail, or e-commerce. Kaisa opens up about how discovering NoseFrida on a trip home to Sweden sparked an idea that would lead to an international business, why she was so confident the “snot sucker” would work in the U.S., and how she scrapped her way into doctor’s offices, pharmacies, and eventually major retailers like Target, Amazon, and Whole Foods.
We also discuss the emotional decision to bring on a CEO, the challenges of letting go after scaling the business, and how she’s using her time and resources now to support causes close to her heart, like wildlife rescue, foster care, and music education.
If you’re building a brand from scratch, trying to solve a real problem, or wondering what it takes to go from idea to acquisition, this episode is packed with insight.
In this episode:
- (00:00:00) Lessons from EMT work
- (00:05:13) Realizing new paths
- (00:10:02) Discovering NoseFrida in Sweden
- (00:16:07) Early sales and market reception
- (00:17:58) Breakthroughs and media attention
- (00:19:26) Scaling up and major retail partnerships
- (00:20:37) Inflection point and product expansion
- (00:21:19) Stepping back and selling the company
- (00:22:37) Overcoming business challenges
- (00:23:59) Current nonprofit and community work
- (00:27:34) Advice for aspiring entrepreneurs
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About Our Guest
Kaisa Levine is a Swedish-American entrepreneur, former EMT, and the original U.S. importer of the NoseFrida snot sucker—now a must-have baby registry staple. With no formal business training, she grew a scrappy side hustle into a household brand sold in Target, Amazon, Whole Foods, and more. After exiting the company, Kaisa redirected her energy to nonprofit work focused on animal rescue, foster care, and music education. She lives in Miami and continues to be a fierce advocate for causes that uplift families, children, and wildlife.
Kaisa Levine
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