The Expansion
Being Frenshe, the wellness and body-care brand founded by Ashley Tisdale French and developed in partnership with Maesa, launched at Shoppers Drug Mart on August 8, 2026, marking the brand's first entry into an international retail market. The rollout begins online at shoppersdrugmart.ca, with in-store availability expected in late August and full nationwide assortment placement by mid-September.
The Numbers
Since its 2022 debut, Being Frenshe has surpassed $250 million in cumulative sales and recently crossed $100 million in point-of-sale annual sales at a single retailer — a milestone the company did not name publicly. The brand's Cashmere Vanilla Hair, Body & Linen Mist ranked as the number-one body mist in mass retail in 2025, and the broader Hair, Body & Linen Mist portfolio sells one unit every seven seconds across channels. The Cashmere Vanilla SKU alone has accumulated more than 4,700 five-star reviews.
The Canadian launch is the second major retail milestone for Being Frenshe in 2026, following a nationwide rollout at Ulta Beauty in July. Shoppers Drug Mart holds exclusive Canadian retail rights for the brand, according to the company. Jenny Cheung, Vice President of Health & Beauty Care at Shoppers Drug Mart, said the chain is "proud to be the exclusive Canadian retailer for Being Frenshe," citing consumer demand for wellness solutions integrated into daily routines.
Why It Matters
The move illustrates a wider pattern in the personal-care and wellness segment: brands that build scale through mass-market U.S. distribution are increasingly targeting Canada as a low-friction first international step, given shared language, retail infrastructure, and comparable consumer demographics. Being Frenshe's positioning — fragrance-forward body care marketed around emotional well-being and proprietary MoodScience Scent Technology™ — sits at the intersection of the mass and prestige channels, a space where Canadian pharmacy-format retailers such as Shoppers Drug Mart have invested heavily in recent years.
Piyush Jain, Chief Executive Officer of Maesa, framed Canada as "the natural next country" given U.S. momentum, signalling that further international markets could follow. The brand's acceleration mirrors broader growth in the functional and mood-wellness personal-care category, which has drawn increased shelf space from mass and drug-store retailers seeking to differentiate their beauty assortments. For operators and buyers tracking consumer wellness trends in retail, Being Frenshe's Canadian entry offers a data point on how scent-led, emotionally positioned brands are scaling beyond their home market.
For readers following Maesa's broader brand-building strategy, the Shoppers Drug Mart deal extends a portfolio that already includes Kristin Ess, Fine'ry, MIX:BAR, and Hairitage by Mindy McKnight across multiple retail formats.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
