Actress Millie Bobby Brown debuts first-ever fragrance Wildly Me

By Amanda Pauley | Published: 15-Aug-2023

The botanical-inspired perfume, developed by Give Back Beauty, has been launched under the star’s beauty brand Florence by Mills

Actress Millie Bobby Brown is launching her first-ever fragrance via her beauty brand Florence by Mills.

The ‘clean’ skin care and make-up company’s Wildly Me scent is said to represent the 19-year-old star’s transition into young adulthood.

Brown first found fame on Netflix’s Stranger Things when she was 11 years old and has starred in four seasons of the hit TV show. 

“Over two years in the making, Wildly Me tells my story of what it means to choose your own path, and being unapologetically, wildly yourself,” said Florence by Mills founder Brown.  

"I launched Florence by Mills beauty in 2019 due to the lack of ‘clean’, high-quality products available for myself and my friends.

"As the brand has evolved with me, I really wanted to find a fragrance that represented my journey to adulthood.”

Wildy Me was developed by Give Back Beauty in collaboration with beauty and fragrance industry supplier Givaudan and the perfume’s scent is inspired by a botanical garden.

It contains notes of bergamot, sage, purple iris, wisteria, violet flowers and fresh lavender, as well as sandalwood and upcycled cedarwood. 

Wildly Me is available to purchase on 6 September and ranges from US$24 to $65, depending on sizing. 

The waitlist for the fragrance is now open on the Florence by Mills website.

Florence by Mills Wildly Me contains notes of bergamot, sage, purple iris and wisteria

Florence by Mills Wildly Me contains notes of bergamot, sage, purple iris and wisteria

Brown developed Florence by Mills in partnership with brand incubator Beach House Group in 2019.

The aim was to target Brown’s Gen Z fanbase with a range of ‘clean’ and affordable skin care and make-up products. 

In 2020, the star acquired a majority stake in the company, with Beach House Group remaining as a minority shareholder.

Brown then replaced her existing business partner with global beauty group Give Back Beauty in March 2021.

Give Back Beauty signed a long term partnership agreement with Florence Beauty, the company controlled by Brown which owns the Florence by Mills trademark, to grow the brand further and expand it into new territories. 

Florence By Mills was also named one of the most popular beauty brands last year.

This was due to a boost in Google searches for the company, as well as an increase in its social media engagement, mentions and following. 

Brown is among an array of A-listers who are currently building up their fragrance empire. 

Singer Ariana Grande has just launched Cloud Pink, the newest addition to her Cloud fragrance line.

Artist Billie Eilish also unveiled her second perfume – No. 2 fragrance – in May, which contains papyrus and black pepper, blended with Italian bergamot.

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