Florence by Mills

Last updated
Florence by Mills
Florence by Mills logo.svg
Product typeCosmetics
Perfume
Coffee
OwnerFlorence Beauty, LLC
Brown family (majority stake)
Beach House Group (minority stake)
CountryUnited States
IntroducedAugust 25, 2019;4 years ago (2019-08-25)
MarketsWorldwide
Ambassador(s) Millie Bobby Brown
Website florencebymills.com

Florence by Mills (stylized as florence by mills) is an American cosmetics brand. It is associated with actor Millie Bobby Brown, who acquired a majority stake in the parent company in late 2020. [1] The name is derived from both Brown's great-grandmother, Florence, and the nickname Mills, for Brown herself. [2] [3] The brand has also ventured into fragrance manufacturing, [4] and has been spun-off into a sub-brand dedicated to coffee products, Florence by Mills Coffee. [5]

Contents

It was registered in Delaware on March 29, 2018, [6] and was launched on August 25, 2019. [2] The brand is owned by Florence Beauty, LLC, [7] and was launched through the company Beach House Group, responsible for other celebrity-associated business, such as Kendall Jenner's brands. [2]

History

Following her climb to notoriety through Stranger Things, Brown expressed interest in creating her own makeup brand for adolescents, specifically. Brown said that she had experienced many subpar makeup brands which were not suitable for the fatty and sensitive skin of teenagers, resulting in pimples and other difficulties. Florence is marketed toward Gen Z, and the products are intended to fit young people's skin. [3] The brand was launched on August 25, 2019, being made available through retailers Ulta Beauty and Boots. [2]

Majority stake acquisition by Millie Bobby Brown

In December 2020, the Beach House Group, up until that point the majority owner of the brand, announced that the Brown family had acquired a majority stake in the company, with the Beach House Group remaining as a minority stakeholder in the company. There was reportedly no animosity between the stakeholders, with CEO of Beach House Group PJ Brice stating that "There is no doubt that the brand will continue to prosper and expand, especially with Millie’s vision..." Paula Pontes remains as the brand's chief executive officer. [1]

Perfume release and Florence by Mills Coffee

In March 2021, Florence Beauty, the parent company of the brand, signed a partnership agreement with Give Back Beauty, an Italian cosmetics and perfume group. Following this, Florence by Mills announced the launch of the perfume Wildly Me in late 2023, created in collaboration with Swiss perfume manufacturer Givaudan. Wildly Me is an eau de toilette, and was launched on August 22. It was reportedly under development for over two years. [4]

Brown says that she has been passionate about coffee "ever since [she] can remember," [5] frequently using it on set. Florence by Mills Coffee was announced as a product lineup in May 2023, being made available on the 18th that month. The range of products encompasses two "signature blends", a cold brew, and a selection of coffee syrups. One signature blend is a medium roast, while the second is a dark roast. [8] The brand also launched a subscription service, using home delivery. In accordance with the corporate social responsibility of the brand, the products are Rainforest Alliance certified and the packaging recyclable. [9]

Related Research Articles

<span class="mw-page-title-main">The Estée Lauder Companies</span>

The Estée Lauder Companies Inc. is an American multinational cosmetics company, a manufacturer and marketer of makeup, skincare, perfume, and hair care products, based in Midtown Manhattan, New York City. It is the second largest cosmetics company in the world after L'Oréal. The company owns a diverse portfolio of brands, including La Mer, Jo Malone London, Clinique and Tom Ford Beauty, among many more, distributed internationally through both digital commerce and retail channels.

<span class="mw-page-title-main">Chanel</span> French fashion house

Chanel is a French luxury fashion house founded in 1910 by Coco Chanel in Paris. It is privately owned by the Wertheimer family and has been headquartered in London since 2018.

Lancôme is a French luxury perfumes and cosmetics house that distributes products internationally. Lancôme is part of the L'Oréal Luxury Products division, which is its parent company and offers luxury skin care, fragrances, and makeup at higher-end prices.

<span class="mw-page-title-main">Sephora</span> French cosmetics retailer

Sephora is a French multinational retailer of personal care and beauty products with nearly 340 brands, along with its own private label, Sephora Collection, and includes beauty products such as cosmetics, skincare, fragrance, nail color, beauty tools, body lotions and haircare.

<span class="mw-page-title-main">Guerlain</span> French perfume house

Guerlain is a French perfume, cosmetics and skincare house, which is among the oldest in the world. Many traditional Guerlain fragrances are characterized by a common olfactory accord known as the "Guerlinade". The house was founded in Paris in 1828 by the perfumer Pierre-François Pascal Guerlain. It was run by the Guerlain family until 1994, when it was bought by the French multinational company LVMH. Its flagship store is 68, Avenue des Champs-Elysées in Paris.

<span class="mw-page-title-main">Coty</span> French American beauty company

Coty Inc. is an American multinational beauty company founded in 1904 by François Coty. With its subsidiaries, it develops, manufactures, markets, and distributes fragrances, cosmetics, skin care, nail care, and both professional and retail hair care products. Coty owns around 77 brands as of 2018.

<span class="mw-page-title-main">Britney Spears products</span> Products endorsed by Britney Spears

American singer Britney Spears has developed and endorsed a number of products; these have included books, video releases, video games, dolls, clothing, and perfumes. In 2000, Spears released a limited edition of sunglasses titled Shades of Britney. In 2001, she signed a deal with shoe company Skechers, and a $7–8 million promotional deal with Pepsi, their biggest entertainment deal at the time. Aside from numerous commercials with the latter during that year, she also appeared in a 2004 Pepsi television commercial in the theme of "Gladiators" with singers Beyoncé, Pink, and Enrique Iglesias. On June 19, 2002, she released her first multi-platform video game, Britney's Dance Beat, which received positive reviews. In March 2009, Spears was announced as the new face of clothing brand Candie's. Dari Marder, chief marketing officer for the brand, explained why they choose the singer, saying, "everybody loves a comeback and nobody's doing it better than Britney. She's just poised for even greater success." In 2010, Spears designed a limited edition line for the brand, which was released in stores in July. In 2011, she teamed up with Sony, Make Up For Ever, and Plenty of Fish to release her music video for "Hold It Against Me", earning her $500,000 for the product placement. Spears also teamed up with Hasbro in 2012 to release an exclusive version of Twister Dance, which includes a remix of "Till the World Ends". The singer was also featured on a commercial, which was directed by Ray Kay, to promote the game. Spears was also featured on the commercial of "Twister Rave" and the game included a Twister remix of "Circus". In March 2018, it was revealed that Spears would be the face of Kenzo, a contemporary French luxury clothing house.

<span class="mw-page-title-main">Ulta Beauty</span> American beauty store chain

Ulta Beauty, Inc., formerly known as Ulta Salon, Cosmetics & Fragrance Inc. and before 2000 as Ulta3, is an American chain of beauty stores headquartered in Bolingbrook, Illinois. Ulta Beauty carries both high-end and low-end cosmetics, fragrances, nail products, bath and body products, beauty tools and haircare products. Each store also has a beauty salon.

Charles of the Ritz is a former cosmetics brand known for its line of perfumes.

<span class="mw-page-title-main">Parfums Givenchy</span>

Parfums Givenchy is a French brand of perfumes and cosmetics, known for fragrances L'Interdit, Amarige, Organza, Pi, and Givenchy III. As part of Givenchy, it has been a subsidiary of LVMH since 1988.

<span class="mw-page-title-main">Truth or Dare by Madonna</span> American lifestyle brand by Madonna

Truth or Dare by Madonna is a lifestyle brand by American singer Madonna. It is the second enterprise from MG Icon LLC, a joint venture between Madonna, her manager Guy Oseary and Iconix Brand Group. This is the second brand from the venture after Material Girl, which is a fashion line designed by Madonna and her daughter Lourdes and launched in 2010. Initially the line will be launched with handbags, footwear, accessories, intimates and fragrances.

Puig is a Spanish fashion and fragrance company founded in 1914 by Antonio Puig Castelló in Barcelona, Catalonia, Spain, and still managed by the Puig family.

<span class="mw-page-title-main">Millie Bobby Brown</span> British actress (born 2004)

Millie Bobby Brown is a British actress. She gained recognition for playing Eleven in the Netflix science fiction series Stranger Things (2016–present), for which she received nominations for two Primetime Emmy Awards. Brown has starred in the monster film Godzilla: King of the Monsters (2019) and its sequel Godzilla vs. Kong (2021). She also starred in and produced the Netflix mystery film Enola Holmes (2020) and its 2022 sequel.

Tarte Cosmetics is an American cosmetics company headquartered in New York City.

Byredo is a Swedish company that produces fragrances, leather goods, and accessories. Byredo is a portmanteau of "By Redolence". It was founded in Stockholm in 2006 by Ben Gorham. Its first collection of handbags and other accessories debuted at Paris Fashion Week in September 2017.

Clive Christian Perfume is a UK-based independent luxury perfume house which sells products through its online store, at Harrods, Selfridges, and Fortnum & Mason in the UK as well as globally throughout America, Europe, Russia and the Middle East.

Male cosmetics include all cosmetic products marketed towards men, such as makeup, skincare products, hair care products, body care products, sun care products, perfumes, and other decorative cosmetics.

<span class="mw-page-title-main">Tom Ford (brand)</span> Italian-American luxury fashion house founded by fashion designer Tom Ford in 2005

Tom Ford SA is a luxury fashion house founded by designer Tom Ford in 2005. Its product line features ready-to-wear and made-to-measure offerings, as well as footwear, accessories, and handbags.

Goldfield & Banks is an Australian fragrance brand. The company was founded in 2016.

Christina Aguilera Fragrances is a perfume brand by American singer-songwriter Christina Aguilera. It was founded in 2007 in a deal with Procter & Gamble (P&G), who manufactured the products until 2016, after its production and distribution rights were bought out by Elizabeth Arden, Inc. In addition to fragrances, the brand has also worked with the production and sale of other cosmetics, including body lotions, body sprays, bath gels, and deodorants.

References

  1. 1 2 US, FashionNetwork com. "Millie Bobby Brown acquires majority stake in Florence by Mills". FashionNetwork.com. Retrieved 2023-11-11.
  2. 1 2 3 4 Smith, Erica (2019-08-21). "Millie Bobby Brown Is Launching Her Own Beauty Line, Too". The Cut. Retrieved 2023-11-11.
  3. 1 2 Collins, Allison (2019-08-20). "Millie Bobby Brown Launches a Gen Z Beauty Brand". WWD. Retrieved 2023-11-11.
  4. 1 2 Directo-Meston, Danielle (2023-08-15). "Millie Bobby Brown's First Fragrance Will Make You Smell Like a Lavender Haze". The Hollywood Reporter. Retrieved 2023-11-11.
  5. 1 2 "Millie Bobby Brown Launches Her Own Coffee Line". Food & Wine. Retrieved 2023-11-11.
  6. "Division of Corporations – Filing". icis.corp.delaware.gov. Retrieved 2023-11-11.
  7. USPTO. "FLORENCE BY MILLS – Florence Beauty, LLC Trademark Registration". USPTO.report. Retrieved 2023-11-11.
  8. "Millie Bobby Brown Reveals Unexpected Foodie Brand And We Love It!". Delish. 2023-05-16. Retrieved 2023-11-11.
  9. "Welcome to Florence By Mills Coffee". collab-coffee.prowly.com. Retrieved 2023-11-11.