‘Enola Holmes’ Star Millie Bobby Brown Showcases Chic Florence by Mills Collection

Millie Bobby Brown has been steadily building one of the most successful celebrity beauty brands in recent years, expanding far beyond the makeup line she initially launched as a teenager. What began as a skincare brand targeting Gen Z has evolved into a comprehensive lifestyle label that includes fragrance, fashion, and haircare.

This growth has been consistent, with Florence by Mills frequently introducing new products and collaborations that reflect Brown’s image as the founder. The brand has cultivated a dedicated following by ensuring that Brown remains actively involved in every promotional aspect, rather than merely serving as a distant celebrity endorsement.

The latest initiative focuses on Coastal Chic, one of the brand’s signature hair and body mists, along with a matching outfit from its FBM Fashion line. In a recent photo shared by Florence by Mills, Brown is seen on a sunny balcony with a pool and palm trees in the background, wearing a light blue cropped top and high-waisted denim shorts from the fashion collection while holding a bottle of the Coastal Chic mist.

In a photo recently shared by the Florence by Mills, Millie Bobby Brown poses for the camera wearing a set from FBM Fashion and holding Coastal Chic, available at Ulta Beauty. pic.twitter.com/dUKsDnVWsQ

— JumpTrailers (@JumpTrailers) September 25, 2026

Coastal Chic is marketed as a way to maintain a warm, tropical scent throughout the year, featuring notes described by the brand as a sea mist accord, golden amber, and creamy monoi. This product is part of a trio of hair and body mists that became fully available at Ulta Beauty earlier this year, following numerous fan requests for broader retail access.

Launched in 2019, Florence by Mills was specifically designed as a clean, affordable beauty line for younger consumers who Brown believed were being overlooked by existing skincare and makeup brands. The name honors her great-grandmother Florence, combined with “Mills,” a nickname for Brown.

The brand has upheld cruelty-free and vegan certifications since its inception, and Brown holds a majority stake in its parent company after her family acquired controlling ownership from Beach House Group in 2020. Since then, the label has expanded well beyond its original skincare and cosmetics focus, adding fashion, coffee, and other lifestyle products to its offerings, with FBM Fashion available exclusively through the brand’s online store.

Ulta Beauty has remained the brand’s primary U.S. retail partner since its debut in 2019, and their relationship has deepened over time. Earlier this year, Florence by Mills celebrated the introduction of all three of its hair and body mists into Ulta stores nationwide, framing this expansion as a direct response to customer demand rather than a routine retail rollout.

What stands out about Florence by Mills throughout its growth is how consistently Brown remains the face of nearly every product launch, instead of stepping back once the brand achieved a certain scale. Social media posts featuring her modeling FBM Fashion pieces alongside beauty products have become a staple of the brand’s marketing, merging lifestyle content with direct product promotion.

This strategy seems to be effective. With hair mists, skincare, cosmetics, and now an expanding fashion line all under one roof, Florence by Mills has established itself as more of a lifestyle brand than just a celebrity makeup line, a feat that relatively few star-founded beauty companies manage to sustain years after their launch.

For a brand that started with a narrow focus on teen-friendly skincare, the current Coastal Chic campaign, paired with matching apparel and ongoing retail expansion, illustrates just how far Florence by Mills has come under Brown’s direct involvement.

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