“Florence by Mills” will cater to Gen Z consumers.
The proliferation of celebrity beauty brands is still going strong. On Tuesday, WWD reported that the latest star to get into the cosmetics business is 15-year-old Millie Bobby Brown of “Stranger Things” fame. Dubbed Florence by Mills, the range will offer color cosmetics and skin care that caters to Brown’s peers, the Gen Z consumer base companies are so earnestly clamoring to reach of late.
Brown follows in the footsteps of Kendall Jenner and Shay Mitchell by launching her brand with parent company Beach House (which is also behind Jenner’s Moon oral-care products and Mitchell’s Béis luggage line). Its business is unique in that its influencer deals give brand equity to the celebrity in question, rather than positioning the partnerships as licensing agreements.
As for the products themselves, Brown drew on her own experiences in the makeup chair from a young age, seeking to create formulas that specifically cater to pre-teens and teens. “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 brand, which is named for Brown’s great-grandmother Florence, will be sold direct-to-consumer on its own e-commerce site, as well as at Ulta Beauty and Boots. While the full Florence by Mills product range has yet to be unveiled in detail, it will include a face mist, undereye masks and a skin tint, with items ranging between $10 and $34. It’s also PETA-certified, cruelty-free and vegan, with an unspecified percentage of profits being donated to the Olivia Hope Foundation (an organization founded in honor of Brown’s late friend, Olivia Hope LoRusso).