Being Frenshe

Being Frenshe launched in 2022 as Ashley Tisdale's wellness-oriented lifestyle brand, with fragrance at the center of its product philosophy. Tisdale, known from High School Musical, positioned the brand around mental health awareness and the idea that scent can be a tool for emotional regulation and daily ritual rather than mere decoration. The formulations are marketed as clean — free from a defined list of controversial ingredients — and sold primarily through Target, placing them squarely in the mass-market channel while using wellness language more common to prestige brands. Fragrances are designed around mood states: grounding, energizing, calming — with names and marketing copy that reinforce the therapeutic framing. The approach reflects a broader cultural shift in how younger consumers relate to fragrance as part of holistic self-care routines. Being Frenshe competes in the crowded clean celebrity fragrance space alongside brands like Ariana Grande and Selena Gomez's offerings, differentiated primarily by Tisdale's personal openness about mental health and the Target-exclusive accessibility of the range.