Millie Bobby Brown launched Florence by Mills in 2019, naming the beauty brand after her great-grandmother Florence. It grew from a founder-led beauty line into a broader brand with retail presence and fashion and other category extensions. But the available public evidence does not establish that Florence by Mills is one of the world’s biggest beauty brands: no brand-specific sales total or verified global ranking is disclosed in the sources cited here.
Why Millie Bobby Brown started Florence by Mills
Florence by Mills’ official story says Brown created the brand with her great-grandmother Florence as its namesake; “Mills” is Brown’s nickname. The brand frames its purpose around enhancing natural beauty, creativity, and self-expression. Its stated identity is “a clean beauty brand for Gen Z by Gen Z.” Those phrases describe the company’s own positioning, not an independent assessment or certification.
In a launch-era interview, Allure spoke with Brown about the ideas behind the line. That interview is useful for understanding her thinking at launch, not as evidence of current product performance.
The brand also describes formula exclusions, including parabens, mineral oil, talc, coal tar, and methylisothiazolinone. These are claims from Florence by Mills’ official brand story; they should not be mistaken for a third-party evaluation of every product or formula.
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How the beauty line gained retail presence
Florence by Mills launched with beauty products in 2019. Ulta Beauty’s 2019 annual report included the brand among new makeup and skincare brands, documenting an early major retail channel. This establishes retail presence, but not sales volume, market share, or current availability at every retailer.
The brand’s portfolio continues to include skincare and makeup. Its official bestsellers page lists products such as Pineapple Whip 24 Hour Hydration Replenishing Moisturizer, Stay Plush Serum Infused Lip Oil Tint, Butter Crème Super Balm, and Love Core Black Cherry Hair & Body Mist. Product listings can change, so the page is the best place to check what the brand currently features.
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Expansion beyond beauty
Florence by Mills broadened its footprint through partnerships and category extensions. In 2022, Otto Group announced a fashion launch with ABOUT YOU, describing it as the brand’s first fashion collection. The announcement also quoted ABOUT YOU’s director of content describing a long-term ambition to build one of Europe’s biggest Gen Z fashion brands together; that was a partner’s stated ambition, not a report of an achieved ranking.
In 2024, a company announcement named Delta Galil USA as a collaborator on the fashion line. Business of Fashion has also described extensions into fragrance, coffee, clothing, and pet care. These examples show category breadth and licensing or collaboration activity; they do not establish that every category is equally large, available in every market, or still sold everywhere.
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- Otto Group’s 2022 announcement of the ABOUT YOU fashion collection
- Delta Galil USA’s 2024 partnership announcement
- Business of Fashion’s coverage of Florence by Mills’ category expansion
Is Florence by Mills one of the world’s biggest beauty brands?
That claim is not established by the public evidence cited here. The available sources do not provide a Florence by Mills-specific annual sales figure, market share, or verified global rank. Business of Fashion has noted the limits of public financial benchmarks for the brand; descriptions of direct-to-consumer growth are not the same as audited brand sales.
Industry-wide data can provide context, but not fill that gap. In a 2025 report, McKinsey & Company and The Business of Fashion said that 29 of 206 brands with 2024 retail sales above $250 million were founded in 2005 or later. The report’s selected examples do not list Florence by Mills. That statistic describes the wider industry; it neither gives Florence by Mills’ revenue nor proves its absence from every possible ranking. See the 2025 State of Fashion: Beauty report.
Rank #4
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A fair description is that Florence by Mills is a high-profile, founder-associated brand with an early major retail channel and an expanding product and collaboration footprint. Calling it one of the world’s biggest beauty brands by sales or rank goes beyond what these sources show. For a meaningful comparison with other celebrity-founded brands, look for disclosed annual sales and their reporting basis, geographic reach and distribution, category breadth, ownership or licensing structure, and evidence of repeat demand—not launch publicity alone.
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