Stranger Things actress Millie Bobby Brown unveiled her Gen-Z beauty line, Florence By Mills, in September 2019. A year and a half in, and the brand already counts over 2 million followers on Instagram, it's stocked in some of the biggest beauty stores on both sides of the pond – including Boots and Ulta – and it's vegan and vegan, PETA certified cruelty-free ethos is accumulating a growing legion of clean-beauty disciples.
Having had access to insider beauty from a young age, Millie reckons she's uniquely placed to spot and bring products to the market, specifically with teen skin in mind. She's previously explained: “I’ve been in a makeup chair since I was 10, 11 years old, and I have really been introduced to all types of products. I’ve had special effects on my face, blood, all different types of foundation…[I've] come into the space because there was a gap in the market for young people.”
The name was inspired by her great-grandmother Florence. She told WWD: “I felt like a brand about individuality and bravery and being truthful should be named after somebody who was all of those things.” In a video posted to her Instagram the actress explained: "Every young person deserves to have a good start with their skin... All I know is that I want you to feel yourself."
After launching with a sheer-coverage Light Skin Tint and soothing Eye Gel Pads, Millie's gone on to introduce numerous beauty innovations. The latest? The metallic Cosmic Shadows, released in four shades to match with your Zodiac (or experiment with as you wish). Retrograde is a warm, shimmering pink, Solstice is a sunny bronze, Cusp is an icy white and Aurora is a sheeny teal. The loose pigment comes with a brush built into the lid to make it even easier to have a play.
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