Ashley Tisdale Expands Being Frenshe with New Lip Wellness Line

Ashley Tisdale’s Being Frenshe Expands into Lip Wellness with Exciting New Products

Ashley Tisdale’s wellness brand, Being Frenshe, is making waves once again, this time with a fresh focus on lip wellness. The brand has unveiled two new products: a Nourishing Lip Mask priced at $14 and a Restoring Lip Balm available for $12. Both products come in Being Frenshe’s signature scents—Lavender Cloud and Cashmere Vanilla—along with additional options for the lip balm, including Moon Milk and Solar Fleur. These exciting new offerings will be available exclusively at Target.

This expansion follows the successful launch of Being Frenshe’s hair wellness line in December 2024, which was inspired by Tisdale’s personal battle with alopecia. The hair care collection tapped into the booming scalp care market and included a range of products such as shampoos, conditioners, and serums.

While lip care has become a beloved category for Tisdale and her fans, it wasn’t always part of the brand’s roadmap. “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,” Tisdale shared. Since its launch in 2022, Being Frenshe is on track to exceed $100 million in sales this year, boasting impressive double-digit growth year-over-year.

Piyush Jain, CEO of Maesa, the parent company of Being Frenshe, noted the brand’s remarkable performance, stating, “Consumers keep surprising us. It continues to be our bestseller.” He anticipates that the new lip wellness line will drive similar growth, emphasizing the increasing demand for lip care products.

The inspiration for the lip wellness line stemmed from the overwhelming popularity of the brand’s Moon Milk scent, which was initially a limited-edition offering. Tisdale recalled, “So many people were going crazy over Moon Milk… 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.’” This consumer enthusiasm sparked the idea for lip wellness, leading Tisdale to explore scents that would resonate with her audience.

Each product incorporates Being Frenshe’s innovative MoodScience scent technology, designed to provide functional benefits. Tisdale believes that while many consumers are drawn to the products for their favorite scents, the wellness aspect is becoming increasingly important.

“The philosophy on the brand is wherever wellness travels, and consumers are seeking wellness now more than ever before,” Jain explained. He added that the brand plans to implement its MoodScience technology in future launches, aiming to stay ahead of consumer trends.

Tisdale’s personal wellness journey heavily influences the brand’s direction. “Everything is driven by my own personal rituals,” she said, noting that her experiences with body care and hair wellness have shaped her product development. Now, lip wellness has become a part of her daily routine, with Tisdale using the Restoring Lip Balm during the day and the Nourishing Lip Mask at night.

With over 16 million followers on Instagram, Tisdale has successfully cultivated a vibrant community around Being Frenshe. The brand has seen a staggering 210% increase in earned media value and a 430% surge in TikTok followers, showcasing the growing interest in her wellness products.

“Authenticity is the most important part of a founder’s journey,” Jain remarked, highlighting Tisdale’s genuine connection to her brand. As Being Frenshe continues to innovate, Tisdale hinted at new scents and product categories on the horizon, promising that the brand’s journey is far from over.

With lip wellness now a key focus, Tisdale and the Maesa team are excited about the future possibilities for Being Frenshe. “The opportunities in front of the brand… are extremely high,” Jain concluded, as fans eagerly await what’s next from this dynamic wellness brand.