What Happened to Florence by Mills?

Florence by Mills was officially launched on August 25, 2019, by then 15-year-old actress Millie Bobby Brown, known for her role in 'Stranger Things'. The brand was conceived to offer clean, vegan, and cruelty-free skincare and makeup specifically for Gen Z, addressing the needs of young, sensitive skin. The name 'Florence' honors Brown's great-grandmother, and 'Mills' is Brown's own nickname, emphasizing a personal connection to the brand. Initially, products were made available through retailers like Ulta Beauty and Boots.

Shortly after its launch, in September 2019, Florence by Mills faced its first notable controversy when Brown posted a skincare routine video that viewers criticized for appearing to fake the application of products. Brown later apologized, stating she was still learning how to best share her routines. Despite this early hurdle, the brand continued to gain traction, particularly due to Brown's authentic involvement and its strong social media presence.

A significant turning point occurred in December 2020 when the Brown family acquired a majority stake in Florence Beauty, LLC, the parent company, with Beach House Group remaining a minority stakeholder. This move positioned Millie Bobby Brown as one of the youngest CEOs in the beauty industry, giving her greater control over the brand's vision and expansion. Following this, in March 2021, Florence Beauty partnered with Give Back Beauty, an Italian cosmetics and perfume group, to aid in development, marketing, and global distribution.

From 2022 onwards, Florence by Mills embarked on an aggressive expansion strategy, transforming from a beauty brand into a full lifestyle brand. In October 2022, it partnered with About You for European fashion distribution. May 2023 saw the launch of a pet products line in partnership with Kanine, leveraging Brown's love for animals. This was quickly followed by the introduction of Florence by Mills Coffee in May 2023, offering signature blends, cold brew, and syrups. The brand also ventured into fragrance with the launch of 'Wildly Me' in August 2023, developed in collaboration with Givaudan. Further expansions included a fashion line in early 2024 and an eyewear collection with America's Best in August 2024.

The brand continued its rapid growth into 2025 and 2026. In March 2025, Florence by Mills Coffee launched ready-to-drink iced lattes exclusively at Walmart, tapping into the fast-growing RTD coffee market. March 2025 also saw the debut of hair and body mists. By November 2025, the brand reported strong online sales, with monthly online revenue reaching $509,094 and an 80% quarterly growth rate. A collaboration with Delsey Paris for luggage was also launched in 2025. The most recent significant development, as of June 10, 2026, was the launch of the Pineapple Whip 24Hr Replenishing Moisturizer, accompanied by a self-written campaign by Millie Bobby Brown that addressed public commentary on her appearance. This launch was further promoted through a limited-edition co-branded drink with Swig, a 'Tonight Show' appearance, and a New York City pop-up in late June 2026. Florence by Mills continues to be an active and expanding brand, leveraging Millie Bobby Brown's authentic connection with Gen Z to build a diverse lifestyle empire.