Fragrance house

Being Frenshe

Ashley Tisdale founded the Frenshe wellness platform in 2020 to make wellness less complicated and sustain conversations about mental health, including anxiety and depression. Being Frenshe developed from that platform as Tisdale’s personal-care, wellness, and self-care brand, launching exclusively with Target in July 2022. Its creative identity links fragrance with formula benefits and daily self-care rituals, organizing scents around emotional or mood-oriented needs. In February 2024, the brand introduced Palo Santo Sage, its first new scent range since launch, along with an Eau de Parfum format. In January 2025, Being Frenshe entered hair wellness, carrying scents such as Cashmere Vanilla and Lavender Cloud into hair-care routines while adding the Salty scent profile. The brand is especially associated with mood-oriented fragrance families rather than a traditional perfume-house style; Cashmere Vanilla is described as a best-selling scent, while Lavender Cloud is identified as a consumer favorite.