Florence By Mills

Florence By Mills is an American beauty brand created by actress Millie Bobby Brown, known for her role in Stranger Things. It launched a 15-product cosmetics and skincare line in August 2019, positioned as clean, vegan and aimed at Gen Z shoppers. The brand has since expanded well beyond beauty into fragrance, coffee, apparel and accessories, and remains active, with new product collections released through 2025 [4].

Brown began developing the brand while still a teenager. According to the company, she drew on her years spent in makeup chairs during her acting career, and named the line after her great-grandmother Florence — described as "a woman who embraced herself and did things that made her happy all her life" — paired with her own nickname, "Mills."

Millie Bobby Brown founded the brand, beginning the work behind it as a young teenager. Trade publication WWD reports that she started Florence by Mills at age 14, with an initial focus on beauty and skincare [6]; Refinery29's launch coverage describes the debut following roughly two years of research and development [5]. The brand frames its purpose around self-expression, describing itself as "made with love by Millie Bobby Brown" and built on the idea that "beauty is really all about loving and expressing ourselves."

The two halves of the name reflect its founder's family: "Florence" honours her great-grandmother, and "Mills" is Brown's personal nickname [4].

Records of the brand's earliest date differ. Florence By Mills dates its own beginning to 2019, citing "the launch of our brand in 2019" [3]. Wikipedia notes that the company was registered in Delaware on 29 March 2018, with the public launch following on 25 August 2019 [4] — so the 2018 date reflects legal registration rather than the consumer launch the company treats as its founding.

The cosmetics line debuted through Ulta Beauty in the United States and Boots in the United Kingdom [4]. In the years that followed, the brand widened its reach considerably: a partnership with the Italian group Give Back Beauty in March 2021, a coffee range announced in May 2023, and the Wildly Me eau de toilette in August 2023, developed with the fragrance house Givaudan [4]. In January 2024 it entered apparel with a loungewear line called "Cozy Crush," produced in partnership with Delta Galil USA [6]. Newer collections, including a collaboration with Delsey Paris and an eyewear range, followed in 2025 [4].

The brand's parent company is Florence Beauty, LLC. It was originally majority-owned by the Beach House Group, a brand-development company. In December 2020, the Brown family acquired a majority stake, with Beach House Group remaining as a minority stakeholder [4].

Florence By Mills describes itself as "a clean beauty brand for Gen Z by Gen Z," with products intended to "enhance natural beauty, spark creativity, and embrace every phase of who you are." Its stated values centre on self-expression, individuality and empowerment, and the company frames its mission around defining "beauty on your own terms. No rules. No struggle toward perfection. No boring beauty standards." Its tagline reads "Clean. Vegan. Cruelty-Free Beauty. Created for us by one of our own," reflecting the founder-led, peer-to-peer angle.

The line is priced for accessibility; Refinery29 reported a launch range of roughly $10 to $34 [5]. Products are sold across several markets and retailers, including Ulta, Amazon, Shoppers Drug Mart in Canada and Douglas in continental Europe.

The original 2019 range spanned skincare, makeup and what the brand calls "solutions," and grew to include fragrance and hair care. Early products highlighted in launch coverage include the Zero Chill Face Mask, Swimming Under the Eye Gel Pads, Like a Light Skin Tint and the Cheek Me Later Cream Blush [5]. The Wildly Me eau de toilette later extended the line into fragrance.

Across its skincare, the brand uses familiar active ingredients such as niacinamide, salicylic, lactic and glycolic acids, and hyaluronic acid, alongside coffee-derived ingredients in some products. One product is marketed as "clinically proven to immediately increase hydration by 192%," a claim the company states on its site.

On formulation, the company says its products are vegan — containing "no animal-derived ingredients" — and cruelty-free, stating it "does not and has not conducted animal testing on our products since the launch of our brand in 2019." Excluded ingredients listed by the brand include parabens, mineral oil, talc, phthalates, sulfates and synthetic fragrance. The brand's fashion line is described as using eco-conscious materials such as recycled nylon, organic cotton and biodegradable packaging, with a portion of proceeds directed to Girls Inc., One Tree Planted and Joey's Friend [6].

The brand is active and operating across multiple regions. Its most recent publicly recorded activity includes a bag collection with Delsey Paris launched in May 2025, along with new fragrance editions and an eyewear collection that year [4]. Distribution spans the United States, Canada, the United Kingdom and the European Union.