You’ve seen the purple bottles. If you’ve stepped into an Ulta or scrolled through TikTok at any point in the last few years, the soft lavender aesthetic of Florence by Mills is basically inescapable. Most people look at it and see another celebrity cash grab. They figure Millie Bobby Brown just slapped her name on some cleanser because she’s famous and that’s what famous people do now.
Honestly? They’re kinda wrong.
There’s a lot more going on behind the scenes than just a Stranger Things star trying to sell you a face mask. Since 2019, Millie Bobby Brown has been quietly building a literal empire that now spans from skincare and makeup to coffee, pet accessories, and a massive new fashion deal with Walmart. She didn't just sign a licensing deal; she bought a majority stake in her own company back in 2020.
That matters. It means when you see the "Mills" nickname on the bottle, she’s the one actually steering the ship.
The Florence by Mills Brand Identity Crisis (That Wasn't)
When Florence by Mills first launched, the critics were everywhere. "She's 15, why does she need a skincare line?" "Is this even for adults?"
The brand was named after her great-grandmother, Florence, a woman Millie says embraced her own natural beauty. That’s the core of the Millie Bobby Brown brand. It’s not about covering up or achieving some weird, airbrushed standard of perfection that doesn't exist in the real world. It was designed specifically for Gen Z—a demographic that was tired of "prestige" brands that were too heavy, too expensive, or just plain boring.
Millie basically looked at the market and realized everything was either made for 30-year-olds or kids using glitter glue. There was no middle ground for teenagers with sensitive, "fatty" skin (her words!) who were prone to breakouts but still wanted "clean" ingredients.
Why the "Clean" Label Actually Stuck
A lot of brands claim to be "clean" but it's usually just marketing fluff. Florence by Mills went for:
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- PETA-certified vegan status.
- Cruelty-free manufacturing.
- Sulfates and parabens ban.
- Dermatologist-tested formulas.
The Mind Glowing Peel Off Mask became a viral sensation not just because it looks cool in a selfie, but because it actually did what it promised without nuking your skin's moisture barrier.
It’s Not Just About Makeup Anymore
If you think this is just a beauty brand, you’re about three years behind. Millie has expanded her reach into what experts call "lifestyle ecosystem" territory. Basically, she wants to be in every room of your house.
In 2023, she launched Florence by Mills Coffee.
She’s a self-proclaimed coffee addict (often seen with a cup on the sets of Enola Holmes). Instead of just doing a collab with a major chain, she launched her own subscription service, concentrated cold brews, and syrups. In early 2025, she took it a step further by launching ready-to-drink canned lattes exclusively at Walmart for about $2.48 a pop.
Then came the pets.
Then the fragrance ("Wildly Me").
And then, just this January 2026, the big one: Mills by Millie Bobby Brown fashion.
The Walmart Fashion Move
This wasn't a high-end, $500-for-a-hoodie drop. She partnered with Delta Galil (the people behind Splendid and 7 For All Mankind) to put clothes in 750 Walmart stores. We’re talking $10.50 bralettes and $26.50 wide-leg jeans.
It’s a smart business move. While other celebrities are trying to be "luxury," Millie is going for "accessible." She’s meeting her fans where they actually shop.
The Business Reality: Is It Actually Making Money?
Let's look at the numbers because they’re actually kinda wild for a "celebrity brand."
While many celebrity lines—like Addison Rae’s Item Beauty or Ariana Grande’s early efforts—struggled to find a permanent footing, Florence by Mills has stayed in the top tier. In late 2025, reports showed her website was generating over $500,000 a month in direct-to-consumer sales alone. That doesn’t even count the massive revenue coming from wholesale partners like Ulta, Boots, and now Walmart.
Industry analysts at Fresha recently ranked it as a top 5 celebrity beauty brand globally, right up there with heavy hitters like Fenty Beauty and Rare Beauty.
The secret sauce? Community.
Millie doesn't just post professional ads. She posts videos of her handles her own acne breakouts. She’s messy. She’s real. People buy from her because they feel like they’re buying from a friend, not a corporate entity.
What Most People Miss About the "Mills" Strategy
Success in the beauty world is usually about a "hero product." For Fenty, it was the 40 shades of foundation. For Rare Beauty, it’s the liquid blush.
For the Millie Bobby Brown brand, it’s the Swimming Under the Eyes Brightening Gel Pads. These little whale-shaped patches are everywhere. They solved a specific problem: tired-looking eyes for a generation that stays up too late on their phones.
A Few Surprising Facts
- Majority Ownership: Millie and her family bought out the majority stake from Beach House Group in 2020. This is rare for someone her age.
- Sustainability: The coffee brand is Rainforest Alliance certified.
- Production Power: She’s also a producer (PCMA Productions), meaning she uses her own brands as product placement in her films like Enola Holmes 3 (slated for 2026).
The Limitations: It’s Not All Perfect
Look, if you’re looking for high-intensity, "full glam" makeup, this probably isn't the brand for you. It’s light. It’s "skin-first." If you want a foundation that looks like a mask, you’ll be disappointed.
Some critics also argue that the brand's rapid expansion into coffee and clothes might dilute the identity. Is she a skincare guru? A barista? A fashion designer?
So far, her "Florence Fam" doesn't seem to care. They want the whole lifestyle.
Actionable Insights for Fans and Business Observers
If you're looking to actually engage with the brand or learn from its trajectory, here is what you need to know:
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- Don't pay full price for the beauty line: It goes on sale at Ulta frequently. Also, check the "Gotta Flo!" kits; they almost always offer about 40-50% more value than buying the items individually.
- The Coffee is legit: If you're looking for an entry point, the Authentically Brew medium roast is the fan favorite. Avoid the syrups if you don't like things "candy-sweet."
- Fashion Sizing: The new Walmart "Mills" line is cut for a younger, Gen Z physique. If you're between sizes, definitely size up in the denim and intimates.
- Watch the Ingredients: While "clean," some products use lavender oil, which can be a sensitizer for some people. Always patch test the "Dreamy Dew" moisturizer if you have reactive skin.
The Millie Bobby Brown brand has effectively transitioned from a "teen actress project" to a serious multi-category retail player. By focusing on accessibility and the "boring" parts of business—like logistics and majority ownership—she's built something that might actually outlast the Stranger Things hype.
Check the latest "Mills Picks" on her site to see which products she's actually using this month; she rotates them based on what she's filming.
Keep an eye on the Walmart fashion rollout through the rest of 2026. It’s the ultimate test of whether her name alone can move mass-market apparel. Based on the initial sell-outs of the "comfy collection," it looks like a safe bet.
Next Steps:
- Compare the ingredient list of the Mind Glowing Mask against your current detox mask to see if it’s actually "cleaner."
- Visit a local Walmart (750 stores carry the line) to feel the fabric quality of the Mills intimates before buying online.
- Check out the Wildly Me fragrance if you prefer floral, earthy scents over traditional celebrity "sugar" perfumes.