Florence By Mills: Here's How Millie Bobby Brown Built One Of The Biggest Beauty Brands In The World
Millie Bobby Brown, who first came to prominence for her starring role in Stranger Things, has become one of Hollywood's most popular teenage stars. At eighteen, she has already amassed a $15 million net worth through her television show, movie roles, brand endorsements, and as an executive producer. Brown began her first solo project outside of acting in 2019 with her beauty brand Florence by Mills. Her brand became one of the most valuable and influential businesses of 2019 upon release and is competing with established beauty companies like Huda Beauty and Kylie Cosmetics, which were once the talk of the town.
It took two years of testing and practicing before the launch of Florence by Mills for the Gen Z, who is always scouting for clean products that can suit all skin types. A beauty brand that is special in every way let’s take a look at what truly makes Mille Bobby Brown’s beauty brand one of the most powerful in the world.
As a deep individualist and strong-minded person, Millie Bobby Brown knew she had to put a lot of meaning into her beauty brand when she created it. According to People, she has credited her grandmother, who instilled the qualities in her to express herself, which Brown finds relatable. To commemorate her, the actress named the brand after her grandmother’s first name Florence and added Mills, which is her nickname.
In 2018, Millie Bobby Brown became the youngest-ever Goodwill Ambassador for UNICEF. As someone who strives to speak about rights and justice, Brown brings the same representation to her products. Every item sold at Florence by Mills is cruelty-free and PETA-certified, ensuring no animals were harmed during the testing process and remaining vegan.
While serving vegan and cruelty-free products, the selection is vital for all skin types to be clean and healthy. Florence by Mills has accomplished that feat as all the products sold by the company have no sulfates or parabens but contain vitamins, botanicals, and antioxidants. With no additional synthetic fragrance, all products apply to every skin type.
While there is a large market for skincare products that care for adults and seniors, very few skincare lines offer optimum services to young audiences in their late teens and 20s. As mentioned by Vogue, Florence by Mills found its target audience in Gen-Z, people below the age of 24, as the generation looks for eco-conscious beauty products that everyone can use.
Love and compassion go hand-in-hand, this is the message Millie Bobby Brown’s friend, Olivia Hope LoRusso, shared with the world. After battling leukemia at a young age, her friend passed away in 2017, and Brown has also kept her memory alive with her products. She even released the first color palette of her brand with the name Love Liv and named the shades after her friend’s nicknames.
Seeing a celebrity endorse its products is essential for customers so they can believe in buying them. Millie Bobby Brown has cracked the code of what resonates with the audiences: Communication. Her website not only gives a range of products and offerings but also has a blog space where the actress pens down her notes about her routine and the products she has used.
Being unapologetically oneself is the main motto, and Millie Bobby Brown has found a creative way to shed positivity while wearing makeup. At the same time, she was introducing eye makeup in her U.B.U. Collection in 2021, instead of using superficial names for the eye shades in the palette, she replaced them with the words Creative, Courageous, Loved, Worthy, Valued, and many more, as stated by NY Post.
Offering unique products is a part of the experience, and Florence by Mills manages to introduce themed collections for every occasion and important event. Along with important events like Christmas or New Year’s, she has made mid-year launches of new colors and palettes. In early 2022, she launched the Color In Wonderland Collection, which came with new shades of lip care products.
Browsing an e-commerce website for beauty brands can be daunting as users are sometimes unaware of what shades can suit their skin types. Along with products, Florence by Mills offers a beauty quiz wherein visitors can share information about themselves through a series of questions, and the website will help them find the right products as per the requirement.
Millie Bobby Brown has introduced the Love Liv Eyeshadow Palette to commemorate her late best friend, and she is also helping the Olivia Hope Foundation, named after Olivia. The organization helps children and families battling cancer, and Brown has pledged that $75,000 of the profits from the palette will be donated to Olivia Hope Foundation, as noted by Olivia Hope.
Millie Bobby Brown is an inspiration to the new generation of youth as an entrepreneur who has recognized the fashion industry's need with her products. Her brand Florence by Mills not only offers a variety of products but also saves the environment with its cruelty-free, vegan line of cosmetics.
Sources: People, Vogue, NY Post, Olivia Hope
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