Inside Millie Bobby Brown’s Skincare Empire: How Florence by Mills Became a Global Beauty Brand

When Millie Bobby Brown first appeared on the screen as Eleven in Stranger Things, audiences saw a child star with remarkable talent and a promising future in Hollywood. What many didn’t anticipate, however, was her ability to pivot beyond acting and step into the competitive beauty industry with a brand that would resonate worldwide. In 2019, at just 15 years old, Brown launched Florence by Mills, a skincare and cosmetics line that has since grown into one of the most recognizable Gen Z beauty brands.

Florence by Mills isn’t just another celebrity label riding the wave of fame. It’s a brand that tapped directly into a cultural moment: the rise of younger consumers seeking products that feel authentic, fun, and aligned with their values. By combining her influence, business acumen, and genuine connection with her audience, Brown has built an empire that proves she’s more than an actress—she’s a visionary entrepreneur.

Brown’s inspiration for Florence by Mills was personal. Like many teenagers, she struggled with skincare concerns and often found that the products available weren’t made with her in mind. Most were either too harsh, too expensive, or targeted toward older consumers. She saw a gap in the market for gentle, affordable, and inclusive products designed for younger generations navigating their first skincare routines.

The name “Florence” honors her great-grandmother, while “Mills” comes from her nickname. That balance of personal heritage and relatability gave the brand an intimate, authentic origin story—something consumers increasingly look for in today’s beauty market.

What makes Florence by Mills stand out is its deep alignment with Gen Z values. Today’s beauty buyers aren’t just interested in makeup; they care about ethics, sustainability, inclusivity, and transparency. Brown and her team leaned into this, offering:

Cruelty-free and vegan formulas, catering to socially conscious shoppers.

Playful, approachable packaging that feels fresh compared to the minimalism of other high-end brands.

Price points that are accessible, making it possible for teens and young adults to purchase without breaking the bank.

By positioning the brand as fun, ethical, and affordable, Brown differentiated Florence by Mills from competitors who often target older or luxury demographics. She wasn’t trying to replicate prestige beauty—she was building something that spoke directly to her generation.

Florence by Mills launched in partnership with major retailers like Ulta Beauty in the U.S. and Boots in the UK, ensuring immediate visibility in two of the world’s largest beauty markets. From there, distribution expanded globally, with the brand now available in Europe, Asia, and online platforms that ship worldwide.

The brand’s marketing strategy has been equally smart. Instead of heavily polished ads, Florence by Mills relies on authentic, playful campaigns that mirror the social media-driven lives of Gen Z consumers. Brown herself often appears in marketing content—showing off how she uses the products, sharing her skincare routine, and even poking fun at herself. This level of relatability has helped the brand foster a genuine connection with fans.

Collaborations and product launches are carefully timed, often tied to major cultural moments or consumer demands. Limited-edition drops, pastel color palettes, and new skincare essentials keep the buzz alive while expanding the product line in ways that feel organic.

Building a brand while juggling an acting career isn’t easy, yet Brown has done it seamlessly. Her Hollywood fame gives Florence by Mills instant visibility, but she doesn’t rely solely on her celebrity status. Instead, she allows the brand to stand on its own merits while using her platform to amplify its reach.

Her role as founder is more than symbolic. Brown has spoken extensively about her involvement in the development process, testing products, approving formulas, and ensuring that Florence by Mills reflects her values. This hands-on approach distinguishes her from celebrities who simply lend their name to a product line. For her, it’s about creating something meaningful, not just profitable.

One of the key reasons Florence by Mills has flourished is its alignment with the clean beauty movement. Consumers are increasingly concerned about what they put on their skin, seeking products free from harsh chemicals, parabens, and sulfates. Brown’s brand capitalized on this by offering simple, effective skincare designed to make routines less intimidating and more enjoyable.

This approach resonates especially with younger consumers who are entering the beauty market for the first time. Instead of overwhelming them with complicated regimens, Florence by Mills focuses on essentials: gentle cleansers, hydrating moisturizers, refreshing masks, and easy-to-use cosmetics. The goal isn’t to cover up flaws but to celebrate natural beauty—a message that’s both empowering and refreshing.

Of course, no celebrity brand is immune to criticism. Early on, Florence by Mills faced skepticism, with some questioning whether a teenager could credibly launch a skincare line. Others raised concerns about the efficacy of the products compared to established competitors.

But Brown and her team have addressed these challenges head-on by refining formulas, expanding the product range, and consistently emphasizing the brand’s unique value proposition: fun, ethical, and accessible skincare for a younger demographic. Over time, this strategy has silenced many critics and strengthened consumer trust.

What began as a skincare brand has since expanded into makeup, haircare, and lifestyle products. Florence by Mills now offers everything from tinted lip balms and brow gels to face masks and eye patches, becoming a one-stop shop for Gen Z beauty lovers.

The brand’s success has also opened doors for cross-industry partnerships and a growing digital presence. From influencer collaborations to TikTok trends, Florence by Mills has embedded itself in youth culture, ensuring its relevance in an industry that moves at lightning speed.

Perhaps the most remarkable thing about Florence by Mills is that it feels bigger than beauty. Brown has positioned the brand as a movement that champions self-expression, inclusivity, and confidence. The messaging is clear: skincare and makeup should be fun, not intimidating, and they should celebrate individuality rather than conformity.

For millions of young people worldwide, Florence by Mills isn’t just about glowing skin or glossy lips—it’s about finding joy in self-care, embracing imperfections, and feeling confident in your own skin. In that sense, Brown’s brand has tapped into something much deeper than consumerism: it’s become part of how a generation defines beauty and self-worth.

Millie Bobby Brown may be best known as Eleven from Stranger Things, but with Florence by Mills, she’s also proven herself to be a savvy entrepreneur and cultural trailblazer. In just a few short years, she has built a global beauty brand that combines authenticity, accessibility, and values-driven marketing—a recipe for long-term success in an industry that’s constantly evolving.

Florence by Mills isn’t just a skincare line; it’s a reflection of Brown’s vision for a more inclusive, fun, and empowering beauty culture. By redefining what it means to care for your skin and express yourself, she has created a legacy that extends far beyond acting—and one that will continue to shape the beauty world for years to come.