Florence by Mills

Florence by Mills was launched in August 2019 by actress Millie Bobby Brown — Stranger Things star — and her family, with Brown taking a majority stake in the parent company in late 2020. The brand is named after Brown's great-grandmother Florence and Brown's family nickname Mills, and was built explicitly for Gen Z: clean, vegan, cruelty-free formulas, gentle enough for young skin, priced from around $10 to $20, and merchandised in pastel packaging tuned to the brand's target demographic.

The line spans skincare, makeup, and fragrance, with the Spot a Spot acne dot, Get Glossed lip gloss, See You Never concealer, and Cheek Me Later cream blush as flagship SKUs. Florence by Mills is sold at Ulta in the US, Boots across the UK (1,500+ stores), Shoppers Drug Mart in Canada, and on the brand's own site, and has expanded into adjacent product categories including eyewear and a Walmart-exclusive RTD iced latte line that launched in March 2025. It remains one of the most successful celebrity-founded Gen Z beauty brands in mass retail.