Launched by Stranger Things star Millie Bobby Brown, Florence by Mills is a new makeup and skincare brand aimed at teens with affordable pricing and Snapchat augmented reality (AR) filter try-on.
“I wanted to create something for me and my generation, my friends and peers,” said Brown in a press release. “A brand that could reflect us and our self-expression and still be good for you, simple to use and suited for changing, transitional skin. Being young in general is so tough, so creating a place to support everyone on their beauty journey was important to me.”
The inspiration for launching this brand came from Brown’s entertainment background, where she spend time in hundreds of makeup chairs with countless different products applied to her skin. Leveraging social AR for beauty and fashion is a growing method to reach out to Gen Z, as companies like Google are leveraging YouTube’s beauty community to test their AR Beauty Try-On. Pepsi also experimented with moving their summer campaign from Snapchat to Instagram, despite Snapchat’s better reputation among AR creators.
“Millie is an inspiring force and brings a fresh, fun approach to clean skincare and beauty,” said Monica Arnuado, senior vice president of merchandising at Ulta Beauty, where Florence will be sold. “The love and passion behind florence by mills shines through, and we know this line of universal products will appeal to all, especially Gen Z.”
To test out the company’s new shades, go to Florence by Mills’ website, and scan the Snapcode to unlock the AR filer within Snapchat.
