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Ashley Tisdale’s Being Frenshe is entering into hair care.
Since launching Being Frenshe in 2022, Tisdale has gone viral several times over with creators on social media posting videos “for her eyes only” to rave about formulas and scents. At the time of launch, industry sources estimated the brand would reach $20 million its first year; now, it’s on track to do $100 million in 2025. With this buzz, which Tisdale said came as a surprise, the actress and entrepreneur is now entering hair wellness with a line of products spanning shampoo, conditioner, scalp serum and more targeting different needs including moisture, restoration and clarification. Prices will range from $13 to $15. The line will be available exclusively at Target on Dec. 29.
“I didn’t even know how this was gonna go, to be honest,” Tisdale said of Maesa-incubated Being Frenshe. “It’s been so extremely successful and amazing.”
While an entire hair range wasn’t on her to-do list from Day One, several factors inspired her to jump on it. For starters, Being Frenshe has a multi-use product, Hair, Body & Linen Mist, $15, that made for clear category expansion. However, Tisdale’s own hair care journey inspired the kind of collection she wanted to create.
“I have a real hair ritual because I have been through a long journey,” she said. “When I was younger, I got my hair cut off like 10 inches and dyed blond for a role. It started with bleach, and then it was just a spiral from there, where it was extensions… It was a horrible cycle I was in, and then I would color my hair pink and all of these different colors.”
In addition to these many hair changes, Tisdale was also diagnosed with alopecia areata, an autoimmune disorder that causes patchy hair loss, in her 20s. At the time, she was starring in films and shows like “The Suite Life of Zack and Cody” and the “High School Musical” trilogy where she sported a bright blond look.
“From then on, I was into scalp health,” she said.
Since then, Tisdale has embraced her natural curly texture more and reduced how much she bleaches her hair — right now, she’s opted for a medium brown hue. She is also an ambassador for Litfulo, a Pfizer drug that treats alopecia areata. With a focus on her own hair health, she wanted to create a line for Being Frenshe centered around scalp and hair wellness, rather than styling.
“We take for granted our hair until something happens, until we’re diagnosed with something, or until we see a bald spot… When I started to think of different categories to go into, this felt very natural and right,” said Tisdale. “There’s not a line that’s purely about taking care of your hair and giving your hair a moment.”
Her experience also informed what ingredients were included. The formulas avoid common endocrine disruptors, like parabens, sulfates and silicones, that could exacerbate autoimmune disorders. The line also fits into Target’s Clean program.
Like the body care collection, the hair wellness line is meant to inspire rituals — think applying a lavender scented hair mask before heading to bed, a personal favorite of Tisdale’s. These products employ the brand’s signature MoodScience Scent Technology, including currently available scents Lavender Cloud and Cashmere Vanilla, each of which is meant to evoke a certain mood like unwind and rest. This collection will also unveil a new scent, Salty, meant to inspire a feeling of serenity and clarity.
Being Frenshe Hair Wellness — The Moisture Collection
Courtesy
The Moisture collection, which uses hyaluronic acid and coconut oil, comes in the Cashmere Vanilla scent and includes shampoo, $13; conditioner, $13; leave-in conditioner, $13; Multi-tasking Moisture Oil, $15; All-in-one Hair Cream, $15, and Ritual Refresh Dry Shampoo, $15.
The Restore collection, which uses hemi-squalane and ceramides, comes in the Lavender Cloud scent and includes shampoo, conditioner, and Reset and Renew Hair Mask, $15.
The Clarify collection is formulated with sea moss and glycolic acid, and comes in the sea salt and sandalwood-infused Salty scent and includes shampoo; Calming Scalp Serum, $15, and Detox Scalp Scrub, $13.
Tisdale also said some of Being Frenshe’s other popular scents, as well as new ones, will “definitely” make their way into the hair collection one day.
“For all of the scents that we’re developing now, they are mood driven. It’s me living and being like, ‘Oh my gosh, I have this mood that I think is a good one,’” she said. “Salty is about [spending] a lot of time in Malibu with my family. The beach is just my favorite place to be. It’s where I’m the most present.”
Another new scent is also on the way inspired by Tisdale’s recent pregnancy with her second child. Furthermore, fans are begging for Being Frenshe’s recent limited scent Moon Milk to become permanent, which Tisdale said they “are very much thinking about.”
In anticipation of the collection, Tisdale has been posting hair-specific content, including daily routines, details about her experience with alopecia, healthy hacks and a look at her different styles over the years, for her more than 16 million followers. While this content is kind of a hint of what’s to come, Tisdale said her customers have been asking for hair care and are often guessing correctly what’s next.
“It’s wild that they are so in tune with what we’re doing,” she said. “They’re asking for certain things, and it’s like ‘We were thinking that way as well.’”
She added: “The hair line comes from my personal life [and] that is a lot of the driver to this line. I am grateful that people connect with that.”
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