Introducing Florence By Mills...
Words by Alicia Lansom
As if Stranger Things stardom wasn’t enough for a 15-year-old to contend with, Millie Bobby Brown is now adding beauty to her bow with the launch of her own make-up and skincare line – and her loyal legion of fans are going wild.
Named ‘Florence By Mills‘ after her great-grandmother, the new line of products aims to fill a gap in the market for Gen Z with a new take on beauty for young consumers.
The products (14 in total) include a Look Alive Eye Balm and Cheek Me Later Cream Blush, and, due to Millie being a big fan of animals, contain only PETA-certified, cruelty-free and vegan ingredients.
Speaking about her desire to create the line the 15-year-old told WWD: ‘I’ve been in a make-up chair since I was ten, 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… [And] I wanted to come into the [make-up and skincare] space because there was a gap in the market for young people.’
There’s no sign of fake blood in the new make-up collection, with Millie opting for light coverage skin tints and glittering face masks instead. With the teen market in mind, prices range from £10 to £34 and will launch on Boots.com on 10th September, before rolling out in over 600 Boots stores on 25th September.
(We predict a sell-out, as the majority of the collection is already out of stock on the brand website.)
The beauty line will also be a force for good, with a portion of the sales going to the Olivia Hope Foundation, an initiative created in honour of Millie’s friend who passed away after a 15-month battle with Acute Myeloid Leukaemia.
Announcing the new venture to her nearly 29 million Instagram followers, Millie wrote: ‘So here it is, florence by mills. Literally the love of my life, I can’t begin to explain the love I have for this and how hard but crazy excited I was to create it. 2 years of creating a beauty and skincare brand jeez… that’s a long time to keep a secret but now I can finally share the news with u all !!’
In a saturated celebrity make-up market, many beauty fans have expressed concern online that the line could get lost among, with Selena Gomez also registering her beauty trademark last month. But with an army of young fans behind her, we are sure that florence by mills will be rated highly.
Maybe even an 11/10 (get it?)