Why is Millie Bobby Brown’s new beauty brand one of the most powerful in the world?

This article is republished here from Vogue France

Millie Bobby Brown is launching a new beauty brand aimed at Gen Z. Florence by Mills will feature PETA-certified, cruelty-free, vegan skincare and makeup that’s specifically designed for young people’s skin with Florence by Mills being Brown‘s first solo project outside the world of acting.

Today, the Cosmetify team revealed the beauty brands that stood out the most in 2019 and the least that can said is that Florence by Mills is more than ever one of these. According to statistics compiled by CosmetifyMillie Bobby Brown‘s brand ranks among the hottest beauty brands, just behind Huda Beauty. It also appears among the most influential and rising brands. While Florence by Mills was named among the most popular brands, founder Millie Bobby Brown is among the most powerful personalities in the beauty industry, alongside Huda Kattan (creator of Huda Beauty) and Kylie Jenner for her Kylie Cosmetics line. Here’s everything you need to know about this revelation in the beauty industry…

“I’ve been in a makeup chair since I was 10, 11 years old, and I have really been introduced to all types of products […] I wanted to come into the space because there was a gap in the market for young people. I could never find anything that I liked to put on my face.”

Here’s everything you need to know about Millie Bobby Brown’s new beauty brand, Florence by Mills:

What will Millie Bobby Brown’s beauty brand include?

Florence by Mills will offer PETA-certified, cruelty-free, vegan skincare and makeup products. According to WWD, the range includes the Light Skin Tint, Zero Chill Face Mist and Swimming Under the Eye Gel Pads – Brown‘s favorite, so far.

Where will the Florence by Mills products be available, and how much will they cost?

The beauty range will be available at Ulta BeautyBoots and online. The products will cost between $10 and $34. A percentage of its proceeds will be donated to the Olivia Hope Foundation, which was set up in tribute to Brown‘s late friend Olivia Hope LoRusso, who died from leukemia in 2017.

What’s the meaning behind the name of the beauty brand, Florence by Mills?

It’s named after Milly Bobby Brown‘s great-grandmother, Florence. Mills is a nickname used by her family and some fans, Brown says.

When will the products be released?

An official launch date for Florence by Mills has not yet been announced – what we do know is that it’s being created by Beach House, the company behind Kendall Jenner‘s oral-care brand, Moon.

Who is Florence by Mills’ target customer?

Florence by Mills is aimed at Gen Z – those aged 24 and under – as Brownfelt there was a gap in the market for her age group, looking for eco-conscious beauty products to suit their skin type.

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