The Stranger Things star first launched Florence by Mills with brand incubator Beach House
Millie Bobby Brown focuses on 'clean' beauty for Gen Z with Florence by Mills
Actress Millie Bobby Brown revealed that she “doesn’t know anything about beauty" despite owning a cosmetics brand since 2019.
The Stranger Things star developed Florence by Mills in partnership with brand incubator Beach House Group to target her Gen Z fanbase.
The 18-year-old later acquired a majority stake in the skin and make-up brand in 2020, with Beach House remaining as a minority shareholder.
In an interview with US magazine Allure, Brown said that Florence by Mills started as a pastime.
The 'clean' beauty line has now expanded into retailers worldwide including Ulta, Boots and Asos.
“I don’t know anything about beauty and skin care,” she told the publication.
“That’s why I created this. I’m going to take you on this journey with me, so we can learn more about botanicals, serums, fruit and vegetable extracts, enzymes.
"Things that are so important for your skin, but we don’t know about because we’re young."
She added that there is a disconnect between her age group and the skin care industry: "Everything’s antiaging, everything is depuffing. We don’t know what that means.”
Brown previously publicly acknowledged that she was still learning about the industry shortly after releasing her brand.
In a promotional video for Florence by Mills in 2019, Brown, who was 15-years-old at the time, was accused of faking a skin care routine.
In the now deleted Instagram clip, which is still available on YouTube, Brown attempted to show viewers how she uses the products from her skin care line.
But she appeared to be miming using the products as her make-up remained intact.
"I’m still learning the best way to share my routines as I get to know this space better - I’m not an expert," Brown said in response to the criticism.
“I thought doing a quick video replicating my personal process for that night was okay, but that’s not what was conveyed. I understand, I appreciate all of your feedback on this journey, please keep sharing your thoughts and I will too!”