The Stranger Things Star Has Her Own Gen Z Makeup Line

Stranger Things actress Millie Bobbie Brown released a makeup line that's Gen Z-focused

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22 August 2019

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The Stranger Things Star Has Her Own Makeup Line

Stranger Things season 3 may be over, but here's what's next for Millie Bobbie Brown...

The "Eleven" actress took to Instagram to announce her own skincare and makeup line called "Florence by Mills", aimed especially for the Gen Z beauty aficionados.

Affordable, colourful, and most importantly, safe for younger users, it's a brand that's all about staying true to yourself. Florence, named after Brown's great grandmother, and Mills, a nickname the actress' closest friends and family call her, will be available on Monday, August 26.

Brown said that because the brand is Gen-Z focused, younger customers' budgets were taken into consideration. With its prices ranging between AED 36 to AED 125, it's a cruelty-free and wallet-friendly makeup line for teens all over.

Florence by Mills has 15 products at the moment and is also PETA-certified and vegan. Shoppers can select from items such as the Zero Chill Face Mask, Swimming Under the Eye Gel Pads, Like a Light Skin Tint, and Cheek Me Later Cream Blush.

Gen Zs and parents with beauty-loving kids can find the brand at Ulta, Boots stores, and the official website for Florence by Mills.

View this post on Instagram
so here it is, florence by mills. literally the love of my life, i cant begin to explain the love i have for this and how hard but crazy excited i was to create it. 2 years of creating a beauty and skincare brand jeez... that's a long time to keep a secret but now i can finally share the news with u all !! thanks for all the love and support you guys give me every single day, ohhh and also follow @florencebymills ily ♡

A post shared by mills (@milliebobbybrown) on Aug 20, 2019 at 6:00am PDT

"A gap in the market for young people"

While it might feel like every celebrity and their aunt is launching their own beauty products, Brown's skincare and makeup line is marketed primarily for the Gen Z shoppers.

Inspiration for the beauty brand came during a young age for Brown after being introduced to all sorts of products while acting. According to her, most products weren't appropriate for her skin and age.

"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 wanted to come into the space because there was a gap in the market for young people,” Brown said in an interview with WWD.

She added, “I guess I could never find anything that I liked to put on my face and it felt good. I’d take off my makeup and boom, another pimple would appear. There are multiple different products I’ve put on that weren’t good for me. Some of those were antiaging, and I was 10 years old.”

Brown played a significant, hands-on, instinctual role during product development.

"I’m very decisive. As soon as I make a decision, that’s my decision, and I will do it. There’s not regret, usually,” Brown told WWD. “Every decision I make with Florence has been literally made in two or three seconds.”

“‘I hate it, I love the color, I hate the texture, what is going on,’ - it’s like immediately in my brain."

Rather than sitting on a thought for too long, the young actress already knew exactly what she wanted for her beauty line.

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A post shared by mills (@milliebobbybrown) on Aug 25, 2019 at 12:45pm PDT

The Gen Z beauty market is bigger than it might seem. When Florence by Mills drops, you can expect a sell-out that rivals other celebrity-branded makeup lines such as Fenty Beauty.