More than just another wellness website, By Ashley French is Ashley Tisdale’s modern take on lifestyle content, blending her personal style, aesthetic and philosophy into one thoughtful destination. Debuting today, the platform offers a refreshing counterpoint to the overly curated wellness/lifestyle space grounded instead in honesty, intentional living and approachable inspiration.
As Tisdale herself describes it: “By Ashley French helps women return to what matters most. Through honest reflections and thoughtful content, we offer clarity in a noisy world, guiding our readers to live with more ease, intention and quiet joy. Grounded in lived experience, we share what feels real: warm homes, meaningful rituals, unfussy gatherings and personal style that lasts.” We chatted with the star before the launch, as she gave us an inside look at her creative process, and how turning 40 helped shape the new project.
What made you decide to launch this platform?
“I’ve always loved sharing little pieces of my life—whether it’s a trick to making a store-bought dessert look custom-baked, or where I sourced my nursery decor. I realized I wanted a space where all of that could live together, and where people could come for ideas and inspiration that feel personal but also useful. Through socials, people might get a glimpse of who I am, but as we all know, social media doesn’t give you the full picture. This platform goes deeper and is really the place where I feel like I can share my most authentic self.”
Describe the the content process—the coming up with the concept, the ideas, the layout, the content, the images.
“It started really naturally. I thought about the kinds of things I talk about with my friends and those turned into stories. Or if I was curious about a topic but didn’t know a lot about it, I looked for people who really know their stuff…so if a barista is teaching me how to brew better coffee at home, I’m bringing you along for the ride. For the design, my mood board was filled with images that felt warm, easygoing, and beautiful. The color palette reflects my love of neutrals, but also the rich browns and reds you find in nature. For photos, I wanted them to feel timeless and relaxed. Overall, I just wanted it to be a calm and welcoming corner of the internet.”
Was there a moment when you realized there was space for something like this?
“I don’t know if it was a single moment as much as a series of them. I noticed that the TikToks and Instagram posts that resonated most with people were the ones where I was sharing something personal. Also, I just turned 40, and like most 40-year-olds, I’m a different person than I was five, 10 or 20 years ago. This project is the reflection of who I am now, which is why it’s called By Ashley French—after my married name.”
Why was it important for you to write in the first person?
“Because that’s what makes it real. Even though I love a lot of magazines and websites, I didn’t want it to feel like a magazine voice. I wanted people to know it’s actually me talking to them, sharing the things I truly care about.”
How do you decide which parts of your personal life to share with readers?
“I go with what feels meaningful and what I think could resonate with other people. I don’t share everything, obviously, and I’m protective of my daughters’ private lives. But if it’s something that might help someone or spark an idea, I’m open to sharing it.’
Do you see this as more of a conversation with your community than a traditional publication?
“Definitely. That’s the heart of it for me. I don’t want this to feel like I’m talking at people—it’s more about sharing and creating an ongoing conversation. I know that most of us already post on social media, but to be honest, I’ve been feeling like it’s not a great place to have more meaningful conversations. In a way, it’s almost like going back to those early days of blogging, when it was less about likes and more about just putting something out there for people to discover. I really like the idea of having a website where people can choose to get lost for a while, and a Substack newsletter that people can open when they want to.”
Who do you imagine you’re speaking to when you create this content?
“I imagine people who are curious, thoughtful, and creative about how they live. I think they’re people who might not have a ton of time, but they still want to create special moments for themselves and the people they care about. They’re not so interested in hopping on the latest trend, they’re more interested in doing what brings them a sense of meaning and joy. Overall, I hope this content will resonate with people who want to focus on what really matters to them.”
How do you hope readers feel when they come across your stories?
“I hope it feels both exciting and centering at the same time. Exciting, because I want people to walk away with fresh ideas they can actually bring into their daily routine. Centering, because I also want it to spark reflection—like, what are the small things that really make me love my life, and how can I do more of that?”
How would you describe your approach to wellness and self-care?
“For me, it’s about keeping it simple and consistent. Getting enough sleep, moving my body, eating well—those are the basics I always try to prioritize. Beyond that, I check in with myself because self-care looks different depending on what season I’m in. Sometimes, when I’m busy but feeling energized, self-care might be something like a walk where I can reflect on how grateful I am to be doing what I love. Other times, when I’m stretched too thin, it’s about slowing down and giving myself permission to rest.”
How do you think this platform will offer a different approach—and entry point—into wellness?
“I think people who are interested in wellness and mental health will continue to find what they’re looking for at Frenshe, my first website. I’m incredibly proud that Frenshe and its sister product line, Being Frenshe, have taken on a life of their own through our community that grew around mental health. With By Ashley French, I wanted to get very personal and touch on a broader range of topics, from entertaining at home to sharing my favorite places to eat and drink in Malibu. Wellness is always going to be one of my passions, but By Ashley French is all about my lifestyle.”
