Being Frenshe enters the hair care category with Hair Wellness range
Being Frenshe, the wellness line created by actress Ashley Tisdale, is entering a brand new category—hair care.
The brand unveiled its new Hair Wellness collection, which takes a holistic approach to hair care by putting both hair and scalp health at the forefront while also embracing its ethos of utilizing the power of ritual to elevate moods, the brand shared.
"From hair color to heat styling, our hair goes through a lot," said Being Frenshe founder, Ashley Tisdale. "That's why I believe in giving love to your hair. Being Frenshe Hair Wellness is my way of helping you take the stress out of caring for your hair and scalp. It's a collection of gentle and effective formulas designed to help you simplify your routine and embrace your hair. Each Being Frenshe Hair Wellness product will turn every shower into a ritual with Mood-Boosting Scent Technology. When you give your hair a moment, you'll feel good—and your hair will feel it, too."
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Formulated with skin care-grade ingredients, the Hair Wellness line is powered by the company’s MoodScience Scent Technology and also comes in its popular Lavender Cloud, Cashmere Vanilla and the new Salty fragrance.
"When it comes to hair care, the concepts of wellness and scalp health are often overlooked, yet they are vital for maintaining healthy, beautiful hair," said IAT-certified trichologist Sophia Emmanuel. "In my practice, I see many people who are looking to establish a wellness ritual for their hair after years of damage and neglect. The new Being Frenshe Hair Wellness collection is designed to effectively bring scalp and hair wellness rituals to the forefront with skincare-grade ingredients and mood-boosting scents. Using a balanced routine that includes hair, scalp care and wellness will help you achieve long-lasting revitalized hair you will love."
The full Hair Wellness range includes:
- The Moisture Collection: Available in the Cashmere Vanilla fragrance, the line includes a shampoo, conditioner, dry shampoo, hair oil and moisture cream that work to moisturize the hair and scalp for softer and more touchable hair;
- The Restore Collection: Featuring its Lavender Cloud scent, the range includes a shampoo, conditioner and hair mask that are designed to give strands the recovery it needs; and
- The Clarify Collection: Created with its new Salty scent, the lineup includes a shampoo, scalp serum and scalp scrub to help wash away stress from the scalp.
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"As a beauty incubator, Maesa is always looking to identify white space on the market and meet unmet consumer needs, while finding innovative ways to grow our brands," said Maesa CEO Piyush Jain. "Entering the hair care category is an exciting next step for the Being Frenshe brand and a unique opportunity to be at the forefront of the hair wellness trend. The brand has been incredibly successful since launch and has brought easy wellness rituals to millions of homes in America—this expansion will accelerate the brand growth further. Maesa already has a great portfolio of brands in the hair category and this further cements the company's position as an important player in this dynamic category."
The line consists of 12 products in three signature scents, ranging in price from $12.99 to $14.99 and available exclusively at Target stores nationwide and on Target.com.
"We've seen that consumers love shopping for Being Frenshe at Target, so we're thrilled to be the exclusive destination for the brand's new Hair Wellness collection," said Amanda Nusz, senior vice president, essentials and beauty merchandising at Target. "Wellness routines are deeply personal and so important to consumers, and we know they'll love our expanded Being Frenshe assortment—helping them build and complement their self-care routines from head to toe without having to spend a lot of money."
