You’re standing in the Target aisle. It’s that specific beige-and-sage-green section that looks like a high-end spa, and you see the Being Frenshe bottles. They look expensive, but they’re not. They smell like a five-star hotel lobby in Bali, but they cost less than your lunch. Naturally, the first thing you wonder is: is Frenshe a clean brand, or is this just really good marketing?
It’s a fair question. Honestly, the term "clean beauty" has become a total mess lately. It doesn't have a legal definition, so brands just kinda say whatever they want. But Ashley Tisdale—yes, Sharpay herself—has been pretty vocal about why she started this. It wasn't just to sell soap. It came from her own struggle with anxiety and a desire to find rituals that didn't involve weird chemicals.
But "wellness" and "clean" aren't the same thing.
The Actual Standard: What’s Inside the Bottle?
When people ask is Frenshe a clean brand, they usually mean "will this give me a rash?" or "is it full of endocrine disruptors?"
Frenshe follows what they call the "Clean at Target" standard. Now, let’s be real for a second. Target’s "Clean" seal is decent, but it’s not the strictest in the world. It basically means the products are formulated without phthalates, propyl-parabens, butyl-parabens, sodium laureth sulfate (SLES), and a few other nasties.
But Frenshe actually goes a bit further. They use the ISO 9235 standard.
Wait, what?
ISO 9235 is an international standard for aromatic natural raw materials. Basically, it means they are transparent about their fragrances. That’s huge because "fragrance" is usually a legal loophole where companies hide hundreds of secret chemicals. By sticking to this, they ensure their scents are derived from plants or safe, synthetic molecules that don't mess with your hormones.
The brand is also vegan and cruelty-free. No bunnies were harmed for your palo santo bath bombs.
Why People Get Confused About the "Clean" Label
Look, if you're a purist who only uses raw coconut oil and thoughts and prayers on your skin, you might not think Frenshe is "clean enough." It still contains preservatives.
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It has to.
Without preservatives, that body wash would grow mold faster than a loaf of bread in a swamp. Frenshe uses synthetic ingredients where they make sense for safety and shelf-life. This is where the nuance comes in. Being "clean" doesn't mean "100% organic" or "edible." It means non-toxic.
There's a big difference between a brand like True Botanicals (which is ultra-premium and hyper-natural) and Being Frenshe. Frenshe is accessible. It's for the person who wants to do better but still needs their shampoo to actually lather.
The Fragrance Factor
Fragrance is usually the "villain" in the clean beauty world. Most dermatologists hate it.
However, Frenshe is built around fragrance. The whole point is "MoodScience." They worked with perfumers to create scents that trigger specific emotional responses in the brain. For example, their Cashmere Vanilla isn't just supposed to smell like a cupcake; it’s designed to lower cortisol levels.
So, is it clean? They use a mix of natural essential oils and "safe synthetics."
What’s a safe synthetic? It’s a lab-made molecule that mimics a natural smell but is actually less likely to cause an allergic reaction than the real thing. Sometimes nature is irritating. Poison ivy is natural, but you wouldn't rub it on your legs.
Comparing Frenshe to Other "Clean" Giants
If we look at the landscape, how does Frenshe stack up against someone like Nativa or Method?
- Ingredients: Frenshe is generally "cleaner" than Method but on par with Native. They avoid the harsh sulfates that turn your skin into parchment paper.
- Transparency: They are much more open about their scent ingredients than most drugstore brands.
- Packaging: They use post-consumer recycled (PCR) plastic. It’s not perfect—glass would be better—but glass in a shower is a recipe for a trip to the ER.
The brand isn't trying to be "greenwashed" luxury. It's functional wellness.
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The "MoodScience" Technology
This is where the brand gets a little nerdy. They claim their scents are "clinically backed."
Is that marketing fluff? Sorta, but not entirely.
They partner with Givaudan, one of the biggest fragrance houses in the world. Givaudan has a "VivaScentz" technology that studies how scents affect the well-being of the wearer. They use brain imaging and physiological markers like heart rate to see if a scent actually relaxes you.
When you use the Lavender Cloud scent, you aren't just imagining that you feel calmer. There’s some actual data suggesting those specific scent molecules are interacting with your olfactory system to tell your brain to chill out.
Is Frenshe Actually Sustainable?
Clean isn't just about the juice inside; it's about the footprint.
The brand is 100% vegan. They don't use any animal-derived ingredients like beeswax or lanolin, which are common in cheaper "natural" brands. The PCR plastic I mentioned earlier is a huge win for a brand at this price point. Most brands under $15 just use virgin plastic because it’s cheaper and looks "prettier" (it’s more clear). Choosing recycled plastic is a conscious choice that eats into their profit margins.
What to Watch Out For (The "Meh" Side)
I’m not going to sit here and tell you it’s perfect.
If you have extremely sensitive skin or suffer from eczema, even "clean" fragrance can be a trigger. The brand uses a lot of essential oils. Essential oils are basically the soul of the plant, but they are also very potent allergens for some people.
If you see "Limonene" or "Linalool" on the label, don't panic. Those are just natural components of essential oils that the EU requires brands to list because a small percentage of people are allergic to them. It doesn't mean the product is toxic. It just means it's honest.
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The Final Verdict on Being Frenshe
So, is Frenshe a clean brand?
Yes, within the context of modern, accessible beauty. It hits all the major "no-no" lists. It avoids the heavy hitters like parabens and sulfates. It prioritizes fragrance safety in a way that almost no other brand at Target does.
Is it "EWG Verified"? Not every single product is, but they align with those standards.
It’s a "clean-ish" brand for the masses. It bridges the gap between the $40 boutique body washes and the $5 chemical-laden ones. It’s a solid choice for someone who wants to clean up their routine without going broke.
How to Shop Frenshe Like a Pro
If you’re going to dive in, don't just grab a random bottle. Start with the Magnesium Body Rub.
Magnesium is great for muscle recovery and sleep, and most of us are deficient in it anyway. Applying it topically via a "clean" lotion is a double win.
Also, look for the "Refill" icons. The brand is slowly rolling out ways to reduce waste, which is the ultimate "clean" move.
Actionable Steps for Your Routine
If you’re trying to transition to a cleaner lifestyle, don’t throw everything you own in the trash today. That’s wasteful and expensive.
- Swap the "Wash-Offs" First: Start with your body wash or shampoo. These are the things you use in a hot, steamy shower where your pores are open. Frenshe’s Body Wash is an easy, affordable first swap.
- Check the ISO 9235 Label: If you’re sensitive to smells, look for this specific certification on other brands too. It’s a gold standard for transparency.
- Focus on the Ritual: Part of what makes Frenshe "clean" is the mental health aspect. Use the products mindfully. Actually take the three minutes to breathe in the scent.
- Audit Your Target Cart: Use the "Clean at Target" filter on their website or app. It’s a quick way to cross-reference if a product meets those baseline non-toxic requirements.
Ultimately, Being Frenshe is a gateway brand. It proves that you don't have to choose between a product that works and a product that is safe. It’s not just celebrity vanity; it’s a well-thought-out line that actually treats fragrance with the respect (and safety) it deserves.
Check the labels, know your own skin's triggers, and don't be afraid of a little "MoodScience."
Ready to clean up your bathroom? Check the ingredient list on your current favorite body wash. If "Fragrance/Parfum" is in the middle and there’s no explanation of what’s in it, you might want to consider making the switch to a brand that actually tells you what you're breathing in.