Celebrities keep announcing beauty brands right and left. While Rihanna and the Kardashian-Jenners had been comfortably dominating this space over the past few years, Lady Gaga shared the news of Haus Laboratories' upcoming launch with a compellingly maximalist video, which she opened by saying, "The last thing the world needs is another beauty brand...but that's too bad." Little did she know, she was the first in a wave of stars to market their own makeup and skincare products: news broke of brands by both Ciara and Selena Gomez last week, and today we have yet another update as Millie Bobby Brown will be launching a line of her own. Fresh off Stranger Things season three, the actress is ready to bring her influence to a Gen-Z focused endeavor.
Brown has titled the line Florence by Mills, after her great-grandmother, who she sees to align with the brand's mission in qualities of individuality, bravery, and truthfulness. She teased the title on her Instagram stories yesterday by filling in the first of eight white letter boxes with an F, and today's launch revealed a collection of makeup and skincare products all sharing a common lilac aesthetic. The whole picture looks perfect for an ad in a teen print magazine, if only those really still existed. Guess we'll have to settle for social media.
In the spirit of catering to her teen and pre-teen following, Brown has made products with sheer coverage for that Instagram-ready natural look made so popular by the likes of Glossier, and she's also paying attention to ethics: the brand will be PETA-certified, vegan, and cruelty-free. And beyond the basic brand pillars and overall aesthetic, the names are a lot of fun. In 2019, who wouldn't want to spray a face mist called Zero Chill or dab on some See You Never Concealer?
Florence by Mills officially launches Monday at 12pm, so Stranger Things fans and all others looking for a fresh approach to beauty don't have long to wait at all. With an accessible price range and products tailor-made for an easy glow, Brown's new line looks set to be a hit. If the endless red carpet fashion and press attention didn't convince you, this proves the young actress truly is a style icon for her generation.