Ashley Tisdale’s brand debuts balm and mask in signature scents, building on wellness expansion
Being Frenshe, the wellness brand founded by Ashley Tisdale, is launching a new lip wellness line exclusively at Target. The debut includes a $14 Nourishing Lip Mask in Lavender Cloud and Cashmere Vanilla scents, and a $12 Restoring Lip Balm in Lavender Cloud, Cashmere Vanilla, Moon Milk, and Solar Fleur.
The launch follows the brand’s December 2024 expansion into hair wellness, inspired by Tisdale’s personal experience with alopecia. That range included shampoos, conditioners, a serum, and a scrub. While lip care was not initially part of the brand’s roadmap, Tisdale said consumer enthusiasm for signature scents, particularly the once-limited Moon Milk, inspired the category move.
Founded in 2022, Being Frenshe is projected to surpass $100 million in sales this year and has reported double-digit year-over-year growth. The brand’s Hair, Body, and Linen Mist in Cashmere Vanilla sells a unit every six seconds at Target. Piyush Jain, CEO of parent company Maesa, said lip care offers strong growth potential, citing its high-frequency use and connection to wellness.
The lip products incorporate the brand’s MoodScience scent technology, designed to provide functional benefits. Tisdale said she uses the balm during the day and the mask at night, integrating the products into her personal rituals. She and the Maesa team plan to continue exploring new categories and fragrances, with Tisdale hinting at an upcoming scent launch.
