The Tool Desk
Outbyte PC Repair FREERepair Windows errors before they cause bigger problemsFix Now →Outbyte Driver Updater FREEFix the driver behind crashes, sound loss and screen glitchesFind Drivers →Millie Bobby Brown launched Florence by Mills in 2019, turning a personal beauty idea into a retail brand that has since expanded beyond skincare and makeup. But the claim that it is “one of the biggest beauty brands in the world” is not supported by the public evidence cited here: no brand-specific sales total or verified global ranking is available.
How Florence by Mills began
Florence by Mills is Millie Bobby Brown’s beauty brand. Its name honors her great-grandmother Florence, while “Mills” is Brown’s nickname. The brand’s official story says its products are intended to enhance natural beauty, encourage creativity and support self-expression. It describes itself as “a clean beauty brand for Gen Z by Gen Z”—brand positioning, not an independent certification or a guarantee about product performance.
In a launch-era Allure interview, Brown discussed the personal perspective behind the line. That interview helps explain the brand’s origins; it should not be treated as current evidence about product efficacy. The brand also lists formulation exclusions, including parabens, mineral oil, talc, coal tar and methylisothiazolinone, on its official story page.
From launch to retail and new categories
Beauty launch and early distribution
Florence by Mills launched as a beauty line in 2019. Ulta Beauty’s 2019 annual report included it among new makeup and skincare brands, documenting an early major retail channel. That establishes retail presence, but it does not reveal the brand’s sales or market share.
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- What's To Love: It’s the little things like sunshine or finding your skin essentials that can bring so much joy! This set features Clean Magic Face Wash, Sunny Skies Facial Moisturizer Broad Spectrum SPF 30 Sunscreen, Look Alive Brightening Eye Cream, and Oh Whale! Lip Balm to create the ultimate daily skincare routine!
- Set includes: Clean Magic Face Wash (Travel Size), Sunny Skies Facial Moisturizer Broad Spectrum SPF 30 Sunscreen (Full Size), Look Alive Brightening Eye Cream (Full Size) , Oh Whale! Lip Balm (Full Size)
- WHY MILLS LOVES IT "This set is my go to for travel. It has some of my must-haves for the perfect simple skincare routine!"
- Free of - Silicone, SLS/ SLES, Parabens, Phthalates, Sulfates.
- Cruelty-Free: Florence by Mills is 100% vegan and cruelty-free
Fashion and other extensions
In 2022, Otto Group announced a fashion collection with ABOUT YOU, describing it as the brand’s first fashion collection. A company announcement attributed to ABOUT YOU’s Director of Content Julian Jansen the ambition “to build one of the biggest Gen Z fashion brands in Europe together.” That was a partner’s stated goal for fashion—not evidence of a beauty ranking or a result already achieved.
A 2024 announcement named Delta Galil USA as a collaborator on the fashion line. Business of Fashion has also described extensions into fragrance, coffee, clothing and pet care. These examples show a broader category footprint, not that every line is equally substantial or currently sold in every market.
Rank #2
- SKINCARE ON THE GO: The e.l.f. Jet Set Hydration Kit contains all of your skincare favourites in a TSA-ready travel-sized kit. The kit includes a Cleanser (30ml), Hydrating Balm (6g), Moisturizer (25ml), Eye Cream (7g) and Night Cream (15g).
- NOURISHING & HYDRATING PRODUCTS: Each of these products is packed with nourishing ingredients such as Aloe, Shea Butter, Jojoba Oil, Vitamin E, Peptides and Hyaluronic Acid.
- FOR ALL SKIN TYPES: This skincare set is perfectly compatible with all skin types.
- HOW TO USE: Cleanse with Daily Face Cleanser & warm water. Tone with Prep & Hydrate Balm by applying all over the face in circular motions. Hydrate in the daytime with Daily Hydration Moisturizer & Eye Cream and in the evening with Nourishing Night Cream.
- We're proud to support Get Blue, part of a global movement through Water.org - helping bring safe water and sanitation to families around the world. To support Get Blue, e.l.f. has made a direct donation to Water.org.
What the “biggest” claim can—and cannot—mean
The evidence supports describing Florence by Mills as a high-profile, founder-led brand with retail distribution and an expanding range of categories. It does not establish that the company is among the world’s biggest beauty brands by revenue. Business of Fashion noted the limits of public financial benchmarks for the brand; growth language about direct-to-consumer activity is not the same as audited brand sales.
Industry context does not fill that gap. McKinsey & Company and Business of Fashion reported in 2025 that 29 of 206 brands with 2024 retail sales above $250 million were founded in 2005 or later. That statistic describes the wider industry, not Florence by Mills, and the report’s selected examples do not list the brand. It is neither a sales estimate nor proof that the brand is absent from every ranking.
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Rank #3
- Discover the best of LANEIGE in this limited-edition set featuring four must-have minis: Cream Skin Toner & Moisturizer, Water Bank Blue Hyaluronic Cream Moisturizer, Water Sleeping Mask, and Lip Sleeping Mask in Berry for the ultimate Korean skincare routine.
- Highlighted Ingredients: Blue Hyaluronic Acid (Blue HA) (Water Bank Cream Moisturizer): Delivers effective, long-lasting hydration. Ceramide and Peptide Complex (Cream Skin Toner & Moisturizer): Intense, nurturing hydration and visibly firming benefits.
- Skin Type: Normal, Dry, Combination, and Oily
- Skincare Concerns: Dryness, Dullness, and Loss of Firmness and Elast
A fair comparison with another celebrity-founded beauty business would need consistent evidence: disclosed annual sales and their reporting basis, geographic reach and retail distribution, range of product categories, ownership or licensing structure, and repeat demand. A founder’s fame, social following or launch publicity cannot stand in for those financial measures.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What the brand sells now
The official bestsellers page lists products including Pineapple Whip 24 Hour Hydration Replenishing Moisturizer, Stay Plush Serum Infused Lip Oil Tint, Butter Crème Super Balm and Love Core Black Cherry Hair & Body Mist, alongside other skincare and makeup. These names illustrate the range; the page is the appropriate place to check current listings and availability.
Rank #4
- This trial set packs four body cream minis for your best skin yet: our iconic firming Brazilian Bum Bum Cream, collagen-boosting* Beija Flor Elasti-Cream, smoothing Bom Dia Bright Body Cream, and deeply moisturizing Delícia Drench Body Butter—for skin that looks as great as it feels, from neck to toe.
- Whipped, ultra-rich Delícia Drench Body Butter deeply moisturizes skin while restoring its protective barrier and nourishing the microbiome. Powered by nutrient-dense bacuri butter, our Brazilian Soothing Complex, and prebiotic hibiscus, it relieves extra-dry skin for a velvety (never greasy) finish. In the uplifting woody vanilla scent of Cheirosa 59.
- Iconic Brazilian Bum Bum Cream visibly firms, tightens, hydrates, and leaves skin glowing—thanks to powerhouse ingredients like guaraná extract, cupuaçu butter, and plant squalane. In the irresistible & sunny scent of Cheirosa 62.
- Lightweight Bom Dia Bright Cream retexturizes, visibly brightens, and delivers 24-hour hydration. Powered by fruit AHAs, vitamin C ester and willow bark, the formula gently exfoliates and clarifies, addressing bumps and strawberry skin for your smoothest skin. In the sultry warm floral scent of Cheirosa 40.
- Rich, indulgent Beija Flor Elasti-Cream delivers a boost of collagen and elasticity for smoothness and bounce. Featuring cacay oil (a natural retinol alternative), polypeptides and plant squalane, the formula visibly plumps and supports skin's resilience while delivering 24-hour moisture for renewed skin with a silky finish. In the enchanting fruity floral scent of Cheirosa 68.
The brand’s product portfolio is evidence of an active consumer business, but a product list alone does not show how much the company sells. Retailer inventory and availability can also change by location and over time.
Quick Recap
Best Value
- What's To Love: These cute lil cloud gel patches float under our eyes with caffeine extract to help wake up tired, puffy skin that sometimes can create the appearance of dark circles. They are also soaked in green tea extract to soothe and cactus extract to hydrate.
- For Best Results: Place a pair of clouds under the eyes. Leave on for 10-15 minutes.
- Key Ingredients: Caffeine Extract: Helps depuff under eye area. Green Tea Extract: Helps soothe skin. Cactus Extract: Provides water-binding and hydrating properties
- Free of - Silicone, SLS/ SLES, Parabens, Phthalates, Sulfates.
- WHY MILLS LOVES IT "Our OG eye gels are a favourite of mine, BUT these might be my new love. I put these in my skincare fridge so they are chilled, then pop them on in the morning to wake up my eyes. They work wonders for my early mornings!"
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
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