Florence by Mills is a clean, cruelty-free skincare and cosmetics brand launched in 2019 by Millie Bobby Brown. Designed for Gen Z and young millennials, the brand focuses on gentle, vegan formulas, playful packaging, and accessible price points — making self-care feel approachable and fun rather than intimidating. With an emphasis on authenticity and transparency, Florence by Mills has cultivated a loyal global community by combining celebrity influence with social-first storytelling and purpose-driven branding. The brand stands as a blueprint for how creator-led companies can evolve beyond traditional celebrity endorsements into trusted lifestyle platforms with multi-category expansion potential, including skincare, makeup, haircare, and fragrance.