florence by mills has set out to redefine beauty with a Gen Z-focused skincare and makeup line founded on the belief that true beauty comes from loving yourself.
florence is a collection of clean and affordable beauty essentials for changing skin by Millie Bobby Brown (aka Mills). Millie developed florence to create better options and a more inclusive beauty culture.
“I wanted to create something for me and my generation, my friends and peers,” said Millie on her decision to create florence. “A brand that could reflect us and our self-expression and still be good for you, simple to use and suited for changing, transitional skin. Being young in general is so tough, so creating a place to support everyone on their beauty journey was important to me.”
As a teenage actress, Millie has experimented with enough skincare and beauty products to know what works for her skin. That’s why Millie created this range of clean, easy-to- use, feel-good formulas designed to help you play with how you want to feel, look and live.
Launching with nine skincare essentials including Zero Chill Face Mist and Swimming Under the Eye Gel Pads, as well as four color cosmetics in a variety of shades including Like a Light Skin Tint and Cheek Me Later Cream Blush, the collection ranges from $10 – $34 and encourages experimentation and self-expression with adaptable formulas that let your natural beauty shine through. The brand’s simple beauty philosophy: play around and find what works for you!
Every product in the collection is suitable for all skin types, dermatologist-tested, infused with vitamins and botanicals and free of: parabens, sulfates and synthetic fragrances. Millie’s love for animals also drove her to produce a PETA cruelty-free and vegan certified line. The products are balancing, easy-to-use, super simple, and reasonably priced for the evolving and ever-busy Gen Z woman.
“It has been such an incredible experience working with Millie, she is truly one of a kind,” said Shaun Neff, Founder, Beach House Group. “At Beach House we try to find unique, talented individuals that have an authentic story to tell, and are willing to partner and build a business. Millie checks off every box imaginable, and this is a very special opportunity for us to build a skin and color brand, with one of the most influential Gen Z figures.”
florence envisions a world where everyone can live their fullest lives while making a change together. With that, florence is proud to support the Olivia Hope Foundation and their mission to end childhood cancer. Created in honor of Millie’s friend, Olivia Hope LoRusso, who passed away after a 15-month battle with Acute Myeloid Leukemia, the foundation strives to end the pain of suffering children and help them lead happy, healthy lives.
“Millie is an inspiring force and brings a fresh, fun approach to clean skincare and beauty,” said Monica Arnuado, senior vice president of merchandising at Ulta Beauty. “The love and passion behind florence by mills shines through, and we know this line of universal products will appeal to all, especially Gen Z.”
florence by mills will be available on florencebymills.com on August 26th and then at its exclusive US retail partner, Ulta Beauty. It will be on Ulta.com on September 8th and in all 1,200 Ulta Beauty doors nationwide on September 22nd.