Millie Bobby Brown is Launching a Vegan Beauty Line for Gen Z

Launching a beauty line is officially the thing to do if you’re a celebrity these days. This past week alone we’ve had announcements from Selena Gomez and Ciara and now, Stranger Things lead Millie Bobby Brown is getting in on the action.

The 15 year old star announced the launch of her beauty line, Florence by Mills, on Instagram today. The line is named after her great grandmother (much like Aidy Bryant’s new clothing line which is named after her great aunt), with Brown telling WWD, “I felt like a brand about individuality and bravery and being truthful should be named after somebody who was all of those things.”

Having worked on sets since she was 10, Brown explained that she’s picked up a bunch of tips and tricks along the way and realised that there was a gap in the market for Gen Z consumers. “I guess I could never find anything that I liked to put on my face and it felt good. There are multiple different products I’ve put on that weren’t good for me. Some of those were anti-ageing, and I was 10 years old,” she explained. Her favourite products from the range, she says, are the Light Skin Tint and Eye Gel pads. Prices will be between $10-$45 and the brand will be available in Boots in the UK, Ulta Beauty in the US and direct to consumers online via its own dedicated e-commerce channel.

The two things we love most about the line? One: a percentage of the proceeds from the sales will be donated to the Olivia Hope Foundation which was founded in honour of Brown’s late friend, Olivia Hope LoRusso. And two: the entire range is PETA-certified, vegan and cruelty-free. *Insert clapping emoji*

Florence by Mills is being launched under Beach House, the same company responsible for Kendall Jenner’s Moon and Shay Mitchell’s Béis, reports Fashionista.

The post Millie Bobby Brown is Launching a Vegan Beauty Line for Gen Z appeared first on FASHION Magazine.