The best buys from Millie Bobby Brown's Gen Z beauty line, Florence by Mills
Stranger Things actress Millie Bobby Brown unveiled her Gen-Z beauty line, Florence By Mills, in September 2019. A year and a half in, and the brand already counts over 2 million followers on Instagram, it's stocked in some of the biggest beauty stores on both sides of the pond – including Boots and Ulta – and it's vegan and vegan, PETA certified cruelty-free ethos is accumulating a growing legion of clean-beauty disciples.
Having had access to insider beauty from a young age, Millie reckons she's uniquely placed to spot and bring products to the market, specifically with teen skin in mind. She's previously explained: “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’ve had special effects on my face, blood, all different types of foundation…[I've] come into the space because there was a gap in the market for young people.”
The name was inspired by her great-grandmother Florence. She told WWD: “I felt like a brand about individuality and bravery and being truthful should be named after somebody who was all of those things.” In a video posted to her Instagram the actress explained: "Every young person deserves to have a good start with their skin... All I know is that I want you to feel yourself."
After launching with a sheer-coverage Light Skin Tint and soothing Eye Gel Pads, Millie's gone on to introduce numerous beauty innovations. The latest? The metallic Cosmic Shadows, released in four shades to match with your Zodiac (or experiment with as you wish). Retrograde is a warm, shimmering pink, Solstice is a sunny bronze, Cusp is an icy white and Aurora is a sheeny teal. The loose pigment comes with a brush built into the lid to make it even easier to have a play.
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The shadows follow Millie's forward-thinking Hit Reset Moisturizing Mask Pearls, £34, which features pearl-like balls of product containing niacinamide, shea butter, apricot kernel oil, and hyaluronic acid to soften and hydrate skin which melt as they're warmed in hands and applied to skin.
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Both join the brand's arsenal of best-sellers which include the Dreamy Dewy Moisturizer (£14), Built To Lash Mascara (£14) and the Zero Chill Face Mist (from £6).
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The best bit? The whole range is affordably, priced between £6 and £34. Even better, part of the proceeds from the product line will be donated to the Olivia Hope Foundation, a children’s cancer charity founded to honour the late Olivia Hope LoRusso, a friend of Brown’s.
Here's our edit of the best-sellers to buy now...
Florence By Mills Zero Chill Face Mist, £10, Beauty Bay
Designed to help stressed skin feel chill, this rose mist is infused with antioxidant-packed thyme, seaweed, lavender and rose to calm and hydrate.
Florence By Mills Built To Lash Mascara, £14, Beauty Bay
One of the brands absolute top sellers, the nourishing vegan rose wax formula conditions and lengthens lashes to give a natural-looking flutter in one coat and buildable volume in a couple of coats.
Florence By Mills Cheek Me Later Cream Blush, £14, Beauty Bay
With each shade named after a best mates, the Cheek Me Later blushes can be dotted onto cheeks and blended with fingers for a fresh, pretty flush.
Florence By Mills Oh Whale! Lip Balm, £10, Beauty Bay
Not only is this adorable, with a twist up whale at the bottom to release the product as you go along, the balm itself is packed with argan and avocado oils to leave lips baby soft and subtly sheeny.
Florence By Mills Dreamy Dew Moisturizer, £14, Beauty Bay
Ultra lightweight on skin, this everyday moisturiser licks skin with a glowy complex of willow bark extract (a form of salicylic acid) to calm blemishes, Egyptian Lotus Flower Extract to control oil and vitamin 12 to hydrate.
Florence By Mills 16 Wishes Get Glossed Lip Gloss, £12, Beauty Bay
Available in three sheer, juicy shades these give lips a sheeny hint of tint and contain conditioning shea butter, vitamin E and castor oil to leave lips even softer.
