Ashley Tisdale’s Being Frenshe is back with a new category.
The wellness brand is expanding into lip wellness with a Nourishing Lip Mask, $14, available in Being Frenshe’s signature scents of Lavender Cloud and Cashmere Vanilla, and a Restoring Lip Balm, $12, available in Lavender Cloud, Cashmere Vanilla, Moon Milk and Solar Fleur. The products will be available exclusively at Target.
This expansion follows Being Frenshe’s hair wellness launch in December 2024 that was inspired by Tisdale’s experience with alopecia and tapped into the growing scalp care market. It included shampoos, conditioners, a serum, a scrub and more.
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But while lip care is a favorite of Tisdale’s and many consumers, it wasn’t always in the pipeline for Being Frenshe.
“I wish I could say that I had all these big dreams for Being Frenshe, but I don’t think I could wrap my head around the success of it and that I would be able and have the potential to go into all these different categories,” Tisdale said.
Being Frenshe, which launched in 2022, is on track to exceed $100 million in sales this year and has experienced double-digit sales growth year-over-year. In addition, the brand is a top wellness brand at Target, selling a unit of its Hair, Body and Linen Mist in Cashmere Vanilla, $18, every six seconds.
“Consumers keep surprising us. It continues to be our bestseller,” said Piyush Jain, chief executive officer of Maesa, Being Frenshe’s parent company. “Consumers flock to it in a variety of different fragrances, and it just keeps on growing.”
Jain predicts that lip wellness will drive similar growth.
“Lip as a product category is just exploding,” he said. “It’s a product that consumers use all through the day, at night, and therefore providing wellness there is super important.”
While lip is a strategic category for Being Frenshe to enter into, Tisdale was inspired to create a lip product, following the success of the brand’s Moon Milk scent, which was originally a limited-edition offering.
“So many people were going crazy over Moon Milk, and we would joke like, ‘Are people drinking the Hair, Linen and Body Mist?’ because they were so frantic about getting more,” Tisdale said. “I have had so many people personally reach out to me, being like, ‘I need six more, and I can’t get it at Target.’”
She continued: “It did spark a little bit of ‘Oh, what if people could kind of taste the scents in a way, and that led us to lip wellness.”
Throughout the development process, Tisdale said she tested a variety of scents and landed on the ones that lent themselves best to a lip product. Additionally, each scent employs Being Frenshe’s signature MoodScience scent technology, which provides a functional benefit. While Tisdale expects consumers to be interested in lip wellness, she said many flock to certain products just because they are available in their favorite Being Frenshe scent.
“The philosophy on the brand is wherever wellness travels, and consumers are seeking wellness now more than ever before, the brand has a right to go,” said Jain, adding that Being Frenshe would implement its functional fragrances via its MoodScience scent technology to all of its future launches. “[Wellness is a] major accelerant to beauty growth, and it will continue to be. Therefore we just need to continue to tap into where consumers are going, where consumers are seeking wellness.”
Tisdale added: “[Everything] is driven by my own personal rituals. The body care was about trying to ground myself and be present and take care of my body.…Hair was another real big ritual for me because I have dealt with so many different hair issues with alopecia.”
Now, lip wellness has become a ritual for Tisdale, who said she uses the Restoring Lip Balm during the day and Nourishing Lip Mask at night.
Tisdale, who has more than 16 million followers on Instagram, has successfully driven buzz for each of the brand’s launches and grown a significant virtual community. Being Frenshe followers often make viral videos directed at Tisdale herself asking for her secrets. Meanwhile, Tisdale is regularly posting about her own wellness rituals and how she uses the Being Frenshe products. According to the team, Being Frenshe has experienced a 210 percent year-over-year increase in earned media value and 245 percent increase in engagement year-over-year. It has also seen a 248 percent increase in Instagram following and 430 percent increase in its TikTok following.
“Authenticity is the most important part of a founder’s journey, so even before we launched the Being Frenshe brand together, Ashley was already talking about her personal wellness journey,” said Jain. “It’s deeply personal to her, which is why when we create a new idea, create a new product, consumers realize that this is part of her personal journey. She’s so authentic to it, which is why consumers have so much affinity for the brand.”
While lip is Being Frenshe’s latest iteration of wellness, Jain said Tisdale and the Maesa team are always ideating what could be next. Tisdale also hinted at a new scent coming soon.
“The opportunities in front of the brand, because our consumer gives us license to go into multiple spaces, is extremely high,” Jain said. “We are evaluating what’s next. Fragrance is core to the brand, so we will continue to innovate with new fragrances. We will also look at new categories as they come.”
