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Brief Published: 12 Sep 2019

Millie Bobby Brown’s New Teen Beauty Brand

Florence by Mills

Stranger Things star Millie Bobby Brown’s skincare and make-up line aims to help teens and pre-teens embrace their natural beauty. Florence by Mills is founded on the principle of self-expression – encouraging experimentation while promoting authentic values.

Launched in August 2019, the British actress’s products are suited to changing and transitional teenage skin. The sold-out skincare range includes nine essentials for all skin types, including face masks, cleansers and eye creams. For example, the Mind Glowing Peel Off Mask deeply purifies the skin with hero ingredients such as charcoal and witch hazel to draw out impurities. Meanwhile, the Look Alive Eye Balm cools and depuffs the eye area with snow mushroom and vitamin B12. 

Meanwhile, the make-up products contain adaptable formulas that offer sheer coverage. For example, the Cheek Me Later Cream Blush has a creamy texture that dries down to a powder. Available in six shades, it can be used across the cheeks, eyes and lips.

Brown is cleverly targeting younger consumers, who value ‘real’ beauty aesthetics – moving away from the ‘Instagram face’ aesthetic. She said: “I want the legacy of Florence by Mills to be a product that is synonymous with individual beauty, for giving my generation the freedom to embrace what beauty means to them by not dictating how they should look in order to feel beautiful.”

Florence by Mills is clearly channelling values of self-acceptance and embracing one’s individuality, which are key concerns for Gen Z. About 67% of them claim that being true to their own values and beliefs is what ultimately makes a person ‘cool’ (Irregular Labs, 2018).

The brand also taps into the personalisation trend  – an AI-powered online quiz determines skincare and make-up products for customers based on their skin type and lifestyle. Consumers can also virtually try on items by scanning a QR code on Snapchat and share these renders with their followers.

To read more about the latest teen beauty trends, see Gen Z: New Beauty Developments and Inclusive Beauty Start-Ups Target Gen Z.