Millie Bobby Brown to launch Gen Z makeup brand Florence by Mills

Carla Harmon
August 21, 2019

The 15-year-old actress spent two years developing the brand which is named after her grandmother. The Stranger Things star announced Florence by Mills, a Gen Z-focused line of color cosmetics and skincare products that will be carried at Ulta, Boots, and online.

Florence by Mills is also designed with Generation Z in mind, which may seem surprising given that Gen Zers are still in their teens.

The line - which will include products such as Light Skin Tint and Eye Gel Pads - will be PETA-certified vegan and cruelty-free, and Millie insisted she wanted her line to be based around "individuality and bravery". "Some of those were anti-aging, and I was 10 years old".

In the video announcement, Florence by Mills is clearly marketing the brand to Gen Z as the ideal beauty starter kit for teens. I've had special effects on my face, blood, all different types of foundation ...

The big announcement came earlier on Tuesday, with Millie taking to her Instagram Stories to tell her followers about her new brand.

As for her products, the Eleven character claimed she wanted them to be "vegan, clean and cruelty-free" while still being "easy to get and fun to use". Her brand is all about staying true to yourself and offering teens safe, colorful and useful makeup that won't break younger users out. "Every young person deserves to have a good start with their skin", Brown said in a promotional video for the new brand on Instagram. Brown gets to say what goes into her own line and, I assume, weighs in on whether she would wear it or not. Before you roll your eyes that another celebrity is getting into beauty, and I feel you, Brown's is a bit different.

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