Ashley Tisdale is launching lip wellness products under Being Frenshe, cementing her expansion after the brand’s viral success in hair care.
Following the triumph of her hair wellness line, Ashley Tisdale announces that Frenshe is moving into lip care with the Nourishing Lip Mask (£11) in Lavender Cloud and Cashmere Vanilla scents, and the Restoring Lip Balm (£9.50), also available in Moon Milk and Solar Fleur. The range will be available exclusively at Target.
Although lip care was not part of her original plans, Tisdale admits the response to her brand has led her to explore new categories: “I don’t think I could have imagined the success of Being Frenshe or that I would have the chance to branch into so many different sectors,” she confessed.
For Piyush Jain, CEO of Maesa, the move is strategic: “The lip category is booming. It’s a product used all day and night, and bringing wellness into that space is key.”
The launch follows the December 2024 hair collection, inspired by Tisdale’s experience with alopecia, which propelled Being Frenshe to the top of Target’s wellness segment. The brand is expected to surpass $100 million in sales this year, with its best-selling product selling out every six seconds.
Inspired by the Moon Milk phenomenon, Tisdale explains: “People were so obsessed that we joked they might be drinking the Hair, Linen and Body Mist… and that got me thinking about something they could ‘taste’ in some way.”
Each scent incorporates MoodScience technology, offering functional benefits through fragrance. “The philosophy is that wherever wellness travels, the brand should follow,” adds Jain.
With over 16 million Instagram followers and 430% growth on TikTok, Tisdale turns every launch viral thanks to her authenticity: “Everything is driven by my personal rituals. Body care helped me be present, hair is part of my story… and now, lips too.”
