For Millennials. By Millennials.
The Stranger Things actress, Millie Bobby Brown, has been a busy bee during lockdown. Spending time at home she has been working on and come up with new products for her beauty and skincare line, Florence by Mills. Some of which were inspired by our stay-at-home life.
Millie and her team have added seven new products to the lineup, including a Brighten Up Brightening Toner, Clear The Way Clarifying Toner, Balance It Out Balancing Toner. Apart from the Toners, Florence By Mills has brought Oh Whale! Clear Up Balm, Low-key Calming Peel Off Mask, Lily Jasmine Zero Chill Face Mist and Tinted Glow Yeah Lip Oil to customers in this new collection.
The official account for the brand announced the products in an Instagram post:
“Hey Florence fam starting this week you can shop the new #florencebymills fall collection IRL at @ultabeauty stores! which product are you grabbing first? tell us below!”
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hey florence fam starting this week you can shop the new #florencebymills fall collection IRL at @ultabeauty stores! ☁️✨ which product are you grabbing first? tell us below!
Launch of Florence by Mills
Millie launched her make up line, Florence by Mills, last year in August. The makeup line is being dermatologist-tested and free of parabens, sulfates, or synthetic fragrances. In addition to being People for the Ethical Treatment of Animals cruelty-free and vegan certified.
Her first collection had products including the Clean Magic Face Wash, Zero Chill Face Mist, See You Never Concealer, Like a Light Skin Tint, Get That Grime Face Scrub, Dreamy Dew Moisturizer, and Look Alive Eye Balm, and Swimming Under the Eye Gel Pads and Look Alive Eye Balm.
The Enola Holmes actress stated that she began working on the brand two years ago. When she was inspired by her own experience in the makeup chair to create “clean” products for young people.
The brand named after Millie’s Grandmother
Her line is named after her very own nickname and grandmother’s name to show “individuality and bravery.” According to Women’s Wear Daily, Florence was developed with brand incubator Beach House Group. Which has also worked with Shay Mitchell and Kendall Jenner on brands.
More products from the line have been made available to customers. As Florence Beauty filed for the trademark for Florence by Mills in September of 2019. The trademark lists cologne, bath bombs, perfume, eye creams, eye shadow, eye liner, lotions, hair care, lip products, shampoos, nail polishes, skin care, tote bags and tanning items.
Millie usually goes for minimal makeup and a natural look, on the red carpet. But she has also sported dramatic cat winged eyeliner with pops of blue eyeshadow occasionally.