Honest Beauty. Goop Beauty. Kylie Skin. Kora Organics. It seems like the list of celebrity-founded beauty brands grows longer and longer each week, and Millie Bobby Brown is joining the squad with her own Gen Z-focused beauty brand Florence by Mills.
The name comes from Brown’s great-grandmother. The actress says she “felt like a brand about individuality and bravery and being truthful should be named after somebody who was all of those things.” After sitting in makeup chairs for years, the Stranger Things star’s face began to react to some of the products used, so she spent the past two years developing the “clean” skincare line that treats young skin with products such as the Zero Chill Face Mist, Swimming Under the Eye Gel Pads—her favorite product—and Like a Light Skin Tint.
“I wanted to come into the space because there was a gap in the market for young people,” Brown said. “I guess I could never find anything that I liked to put on my face and it felt good. I’d take off my makeup and boom, another pimple would appear,” Brown told WWD. “There are multiple different products I’ve put on that weren’t good for me. Some of those were anti-aging, and I was 10 years old.”
The teen queen made sure to consider Gen Z allowances when coming up with price points for Florence by Mills, which is priced from $10 to $34 and will be sold in online as well as in Ulta and Boots. On top of that, proceeds from sales will be donated to the Olivia Hope Foundation honoring Brown’s late friend Olivia Hope LoRusso, who passed away in 2017.