| Florence by Mills | |
| Producttype: | Cosmetics Perfume Coffee |
| Currentowner: | Florence Beauty, LLC Brown family (majority stake) Beach House Group (minority stake) |
| Country: | United States |
| Markets: | Worldwide |
| Ambassador: | Millie Bobby Brown |
Florence by Mills (stylized as florence by mills) is an American cosmetics brand. It is associated with actor Millie Bobby Brown, who acquired a majority stake in the parent company in late 2020.[1] The name is derived from both Brown's great-grandmother, Florence, and the nickname Mills, for Brown herself.[2] The brand has also ventured into fragrance manufacturing,[3] and has been spun-off into a sub-brand dedicated to coffee products, Florence by Mills Coffee.[4]
It was registered in Delaware on March 29, 2018,[5] and was launched on August 25, 2019.[6] The brand is owned by Florence Beauty, LLC,[7] and was launched through the company Beach House Group, responsible for other celebrity-associated business, such as Kendall Jenner's brands.
Following her climb to notoriety through Stranger Things, Brown expressed interest in creating her own makeup brand for adolescents, specifically. Brown said that she had experienced many subpar makeup brands which were not suitable for the fatty and sensitive skin of teenagers, resulting in pimples and other difficulties. Florence is marketed toward Gen Z, and the products are intended to fit young people's skin. The brand was launched on August 25, 2019, being made available through retailers Ulta Beauty and Boots.
In December 2020, the Beach House Group, up until that point the majority owner of the brand, announced that the Brown family had acquired a majority stake in the company, with the Beach House Group remaining as a minority stakeholder in the company. There was reportedly no animosity between the stakeholders, with CEO of Beach House Group PJ Brice stating that "There is no doubt that the brand will continue to prosper and expand, especially with Millie’s vision..." Paula Pontes remains as the brand's chief executive officer.
In March 2021, Florence Beauty, the parent company of the brand, signed a partnership agreement with Give Back Beauty, an Italian cosmetics and perfume group. Following this, Florence by Mills announced the launch of the perfume Wildly Me in late 2023, created in collaboration with Swiss perfume manufacturer Givaudan. Wildly Me is an eau de toilette, and was launched on August 22. It was reportedly under development for over two years.
Brown says that she has been passionate about coffee "ever since [she] can remember," frequently using it on set. Florence by Mills Coffee was announced as a product lineup in May 2023, being made available on the 18th that month. The range of products encompasses two "signature blends", a cold brew, and a selection of coffee syrups. One signature blend is a medium roast, while the second is a dark roast.[8] The brand also launched a subscription service, using home delivery. In accordance with the corporate social responsibility of the brand, the products are Rainforest Alliance certified and the packaging recyclable.[9]