Florence by Mills

Florence by Mills is a lifestyle and beauty brand founded by actress and model Millie Bobby Brown, named in honor of her great-grandmother Florence. The brand operates across multiple consumer product categories with a strong emphasis on self-expression, individuality, and accessible beauty for younger consumers. At its core, Florence by Mills offers a range of beauty and personal care products, including skincare and lip care innovations such as its Stay Plush Serum Infused Lip Oil Tint — a hybrid product combining serum hydration, gloss-like shine, and lasting tint in a single formula. The brand's product portfolio extends well beyond traditional beauty, encompassing fashion and apparel with collections such as its coastal romantic 'Escape to the Cape' line, bags and luggage developed in collaboration with premium travel brand Delsey Paris, eyewear including fashion sunglasses, a coffee and beverage line featuring curated caffeine blends, and a pet care category targeting dog and cat owners. This diversified product range positions Florence by Mills as a multi-category lifestyle brand rather than a single-vertical CPG company. The brand's ethos centers on authenticity and self-love, drawing inspiration from Millie Bobby Brown's personal values and the legacy of her great-grandmother, who embodied joy and self-expression. This narrative-driven brand identity resonates particularly strongly with Gen Z consumers who value authenticity, individuality, and brands with genuine personal stories behind them. Florence by Mills products are distributed through retail and e-commerce channels, with the brand maintaining a direct-to-consumer presence via its flagship website. The breadth of its collaborations — such as the Delsey Paris luggage partnership — suggests an active licensing and co-branding strategy that extends its reach into premium lifestyle segments. The brand competes in the masstige beauty and lifestyle space, targeting primarily teenage and young adult consumers looking for fun, expressive, and accessible products across beauty, fashion, and everyday lifestyle categories.