The most recent scent from Ashley Tisdale’s wellness brand Being Frenshe could also be Palo Santo Sage, however the mood, Present & Grounded, got here to the multihyphenate first.

“I all the time create each scent based off of the mood first,” she said of the wellness brand’s products, which each have a mood and a scent labeled on the packaging.

Present & Grounded, for instance, joins the present lineup, exclusively available at Goal, that features moods like Unwind & Rest, which has a Lavender Cloud scent; Soothe & Comfort, which has a Cashmere Vanilla scent, and Awake & Uplift, which has a Citrus Amber scent. Palo Santo Sage is the primary recent scent because the brand’s launch.

Since inception, the corporate has employed its trademarked “MoodScience Scent Technology” to make each fragrance functional in order that it evokes a particular mood.

While Tisdale expects Palo Santo Sage to be a fan favorite, as people search for every day stress solutions, it was something she personally needed on the time of development . 

“After I developed this about two years ago on the lineup, I used to be like, ‘OK, what’s the subsequent mood that we just don’t have?’” the “High School Musical” star said. “I used to be coping with plenty of postpartum depression… I just felt like, ‘Oh my gosh, we don’t have a gift and grounded mood scent’ and in order that was where it began.” 

From there, as with all of her scents, she began mood-boarding and it seemed Palo Santo Sage can be the right method to achieve that grounded feeling she was looking for.

“I desired to create this ritual to make it easier to feel centered and live within the moment and provides the sensation of mindfulness,” she said. “Obviously, palo santo and sage got here to mind. It’s a really woody, wealthy fragrance.” 

Big Sur, which was a location of inspiration for the scent and mood, can also be where Tisdale shot the campaign for the launch.

“It’s one of the healing places that I’m going to often,” she said. “I went there with my husband after I lost my dog of 11 years. I went there for my ‘babymoon’ and so it’s a extremely special place for me. It’s where I feel probably the most grounded due to the woods.”

In accordance with Tisdale, the perfumers created “a secure, synthetic, nuanced palo santo” that “mimic[s] the notes of natural palo santo.” 

While Tisdale purposefully waited greater than a yr because the brand’s launch to bring this scent to market, as she wanted to focus on the unique five offerings, she has been wearing it this whole time. The Renewing Body Wash, $11, and Eau de Parfum, $30, have been her Palo Santo Sage go-tos.

“I consistently was asked what I used to be wearing, and I felt like that was a great sign,” she said. “I used to be like, ‘OK, I believe I’m onto something here.’”

Prior to the launch, the Being Frenshe team also seeded samples to influencers. While recipients weren’t told what the scent was meant to do, feedback showed that they were experiencing the intended grounding advantages, in line with Tisdale.

“[They] don’t know much about it apart from what it smells like,” she said. “I’ve just been seeing so many individuals discuss it in ways in which I obviously talked about it too.”

The brand new Palo Santo Sage fragrance will likely be available in the next stock keeping units: Hair, Body & Linen Mist, $15; Glow On Pulse Point Oil, $15; Soothing Body Serum Stick, $17; Renewing Body Wash, $11; Milky Body Lotion, $15, and Reset Candle, $11. It can even be available within the brand’s recent full-sized fragrance format Eau de Parfum, $30.

These recent launches from Being Frenshe, which was ideated from Tisdale’s lifestyle blog Frenshe, also come at a major time for Goal. The retailer recently announced that it could add 1,000 recent wellness skus to its shelves this yr, and Tisdale’s clean brand was an early partner on this mission.

“With the pandemic, I felt like wellness was going to be the subsequent thing where all of us took care of ourselves and gave ourselves a moment. Goal was excited to launch with us,” said Tisdale of the early days. “To see where they’re heading now, it’s so exciting… I do find Goal to be such a giant wellness destination because I feel like I can get all the things there.”

As Tisdale expected, wellness has blown up over the previous couple of years and accelerated the expansion of Being Frenshe.

“We’ve done way greater than we expected to do,” she said.

Concurrently, a few of the wins have been surprising, in line with Tisdale. Specifically, the brand’s Soothing Body Serum Stick, $17, which the team thought can be a challenge to market because it’s a novel format, has grow to be a bestseller. As well as, the brand has blown up on TikTok — the hashtag #BeingFrenshe has reached 20 million views on the platform — with creators posting hauls, reviews and routines. A slew of users have posted TikToks making statements like, “This video is for Ashley Tisdale and for those who will not be Ashley Tisdale please keep scrolling” before gushing over the products.

“TikTok has done a lot for the brand,” Tisdale said. “I actually have people on TikTok being like, ‘I want to discuss with Ashley Tisdale’ and I believe those are so funny and I like duetting them.”

While the Maesa-incubated brand didn’t comment on specific sales projections, WWD reported on the time of launch in July 2022 that it could reach $20 million in first-year sales, in line with industry sources. With the launch of the Palo Santo Sage line, Tisdale said more scents will likely be rolling out over time. She also hinted at additional newness.

“I can’t share an excessive amount of but I definitely would like to expand into different categories in Goal,” she said.