Ashley Tisdale's wellness brand brings its signature scents to a new daily ritual — launching exclusively at Target on August 18.

LOS ANGELES, Aug. 13, 2025 /PRNewswire/ -- Being Frenshe, the accessible wellness brand founded by Ashley Tisdale, beloved for its mood-boosting scents and self-care essentials, is thrilled to announce its expansion into a new category: Lip Wellness. Launching exclusively at Target on August 18, this thoughtful collection blends skincare and scent into a personal, everyday ritual designed to nourish both lips and mood.

Inspired by Tisdale's own wellness journey and grounded in the brand's mission to make self-care feel approachable and intentional, the collection marks a natural evolution for Being Frenshe. "Lips are one of the most delicate parts of the skin and deserve the same thoughtful care you give the rest of your body," says Tisdale. "We wanted to take the heart of our brand -those familiar, feel-good scents - and re-imagine them into something simple, portable, and personal," says the founder.

Thoughtfully formulated to nourish and protect the lips, the brand's debut Lip Wellness Collection harnesses skin-loving ingredients and uplifting fragrances powered by MoodScience™ Scent Technology – our proven fragrance innovation that supports emotional well-being through scent. The collection features two core products:

• Restoring Lip Balm – A rich, buttery balm formulated with peptides and cupuaçu butter to deeply moisturize and soften dry lips. Available in four signature Being Frenshe scents: Cashmere Vanilla, Solar Fleur, Moon Milk, and Lavender Cloud.
• Nourishing Lip Mask – A deeply hydrating overnight treatment enriched with Magnesium and Vitamin E to replenish and restore lips while you sleep. Available in Cashmere Vanilla and Lavender Cloud.

All products will be priced under $14, making self-care even more accessible to all and will be exclusively available at Target stores nationwide and on Target.com.

"Introducing Lip Wellness is a natural next step for Being Frenshe as the brand continues to expand its vision of accessible, everyday wellness," said Piyush Jain, CEO of Maesa, the brand incubator behind Being Frenshe. "This new category allows the brand to bring its sensorial, scent-first approach to an entirely new format—making self-care even more portable, personal, and emotionally resonant. Lip care is such a meaningful category because it's something consumers reach for multiple times a day, and that daily ritual creates an opportunity for emotional connection. Ashley was deeply involved in the development of this line, ensuring it stayed true to the brand's mission of turning small moments into impactful self-care. We're proud to support her vision and bring a unique offering to the category that combines fragrance, function, and feeling."

Being Frenshe is best known for transforming ordinary moments into intentional self-care rituals through scent—whether it's a morning shower, a winding-down routine, or now, something as simple as applying lip balm. "We've always believed in turning everyday moments into something more meaningful. This collection lets you carry a bit of that intention with you - on your lips, wherever the day takes you."

About Being Frenshe
Fueled by the science of scent and self-care rituals, Being Frenshe aims to make wellness a part of consumers' everyday life. Founded by Ashley Tisdale and inspired by her own mental health and wellness journey, the brand offers clean formulas powered by MoodScience Scent Technology^TM. Being Frenshe is exclusively available at Target doors nationwide and on target.com. @beingfrenshe

About Maesa
The next gen beauty company, Maesa is transforming the industry by incubating and growing meaningful, innovative brands and making prestige beauty accessible. Maesa believes beauty ignites inspiration, creativity, imagination, and connection, sparking new ideas and possibilities, and meeting unmet consumer needs. Through best-in-class design, formulation, brand creation and marketing capabilities, Maesa delivers new, better and different products with an unsurpassed speed to market. Maesa works with a variety of retailers to create and launch brands across beauty and wellness categories. The current portfolio includes Kristin Ess, Hairitage by Mindy McKnight, Fine'ry, Being Frenshe, Mixbar, and Niches & Nooks among other brands. For more information, visit www.maesa.com. 

For more information, please contact beingfrenshe@autumnpr.com.

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SOURCE Being Frenshe