Florence by mills
Florence by Mills is a privately held, celebrity-founded multi-category lifestyle brand selling clean beauty, fashion, coffee, eyewear, luggage, and pet accessories through Shopify storefronts and licensed partners, primarily to Gen Z consumers of founder Millie Bobby Brown.
- Company typePrivate
- Founded2019
- HeadquartersEl Segundo, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Florence by mills does
Florence by Mills is a privately held, celebrity-founded lifestyle brand operated under Florence Beauty, LLC, an LLC domiciled in Delaware with a registered office in El Segundo, California. The company sells clean and natural beauty products (skincare, makeup, fragrance, hair care) through florencebymillsbeauty.com and apparel through florencebymillsfashion.com, and has extended into adjacent categories including coffee (via a Keurig partnership), eyewear, bags and luggage (via a DELSEY Paris collaboration), and pet accessories. The brand earns revenue through a licensing-royalties model in which independent licensees manufacture and sell Florence by Mills branded products, supplemented by direct e-commerce sales on its own Shopify storefronts. Its customer base is predominantly Gen Z consumers, with secondary appeal to Stranger Things fans and celebrity-brand enthusiasts, and the brand ranks No. 5 on Fresha's Top 10 Most Popular Celebrity Beauty Brands.
The company's technology stack is intentionally lean: Shopify powers the e-commerce front end, Google Analytics handles web measurement, and the firm does not maintain a mobile app, public API, or proprietary technology platform. Go-to-market relies on direct-to-consumer e-commerce, influencer and celebrity marketing driven by founder Millie Bobby Brown's audience (supported by Traackr's 2024 influencer ranking), and organic search surges tied to media events such as the Stranger Things finale, which produced a 100% spike in founder searches and 127% YoY growth in brand search demand around Black Friday 2025. Distribution is global through owned storefronts and licensed partners including Keurig and DELSEY Paris.
Operating with 11-50 employees, the company is founder-controlled with no disclosed venture or institutional capital. Revenue figures are not publicly reported, and the firm's economics depend on licensing royalties from category partners plus DTC margin on beauty and fashion sales. The principal business risk is concentration: revenue durability is tightly coupled to the cultural relevance and public profile of a single founder, and growth windows have historically been driven by episodic media events rather than steady-state category demand.
Florence by mills firmographics
Firmographics- Name
- Florence by mills
- Legal name
- Florence Beauty, LLC
- Website
- https://florencebymills.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Florence by Mills is a privately held, celebrity-founded multi-category lifestyle brand selling clean beauty, fashion, coffee, eyewear, luggage, and pet accessories through Shopify storefronts and licensed partners, primarily to Gen Z consumers of founder Millie Bobby Brown.
- Ownership category
- akta.pro rank
Florence by mills industry classification
Industry- Product category
- Celebrity Beauty and Lifestyle Products
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Other Specialty Food Retailers (44529)
- SIC
- Retail-Apparel & Accessory Stores (5600), Retail-Women's Clothing Stores (5621)
- akta.pro primary industry
- Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI)
- akta.pro secondary industry
- Beauty Storage & Organization (Cases, Holders, Travel Bags) (CRABAKAJ)
Keywords
Where Florence by mills is headquartered
LocationHeadquarters
- HQ city
- El Segundo
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Florence by mills business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Marketing or Sales, Supply Chain, Operations, Technology or R&D, Personnel
Revenue model
- Beauty Products: Clean and natural beauty products including skincare, makeup, fragrance, and hair care sold through florencebymillsbeauty.com and licensed partner retailers.
- Fashion & Apparel: Clothing, intimates, and fashion accessories sold through florencebymillsfashion.com, including new arrivals, tops, bottoms, sets, and collaborations like DELSEY X FBM luggage.
- Licensed Merchandise: Coffee products through Keurig partnership, eyewear, bags and luggage through DELSEY collaboration, and pet accessories - all produced by licensees under the Florence by Mills brand.
- Beauty Brand Ownership: Millie Bobby Brown's ownership of Florence by Mills contributes to her estimated $20 million net worth, with high-paying Netflix film roles supplementing brand revenue.
Go-to-market motion3 records
Distribution channels4 records
Marketing channels4 records
Florence by mills product offering
Product offeringCore offering
Florence by Mills is a multi-category lifestyle brand founded by actress Millie Bobby Brown that sells clean and natural beauty products (skincare, makeup, fragrance, hair care), clothing and intimates, branded coffee through Keurig, eyewear, travel bags and luggage via a DELSEY Paris collaboration, and pet accessories. The brand operates primarily through its own direct-to-consumer e-commerce storefronts and a network of licensees that manufacture and distribute Florence by Mills branded goods.
Product overview
Florence by Mills is a multi-category lifestyle brand founded by actress Millie Bobby Brown. The brand operates across two primary product verticals: Beauty (skincare, makeup, fragrance, and hair care) under florencebymillsbeauty.com, and Fashion (clothing, intimates, and accessories) under florencebymillsfashion.com. The brand also extends into lifestyle categories including coffee (via Keurig partnership), eyewear, bags and luggage (DELSEY Paris collaboration), and pet accessories. The ethos centers on self-expression and authenticity, inspired by Millie's great-grandmother Florence. The brand targets Gen Z consumers and has achieved significant popularity, ranking No. 5 on Fresha's Top 10 Most Popular Celebrity Beauty Brands, with a 127% year-on-year increase in global search demand.
Differentiator
Problem solved
Functional benefit
Brands
- Florence by Mills Beauty: Clean and natural beauty products including skincare, makeup, fragrance, and hair care.
- Florence by Mills Fashion
- Florence by Mills Coffee
- Florence by Mills Eyewear
- Florence by Mills Pet Accessories
Products and services
- Florence by Mills Beauty Clean and natural beauty line for Gen Z consumers, offering skincare, makeup, fragrance, and hair care products including bestsellers such as the Pineapple Whip 24-Hour Replenishing Moisturizer and cleansing balms.
- Florence by Mills Fashion Apparel line offering comfy, fun, mix-and-match fashion including new arrivals, tops, bottoms, sets, and intimates designed for a youthful, casual style.
- Florence by Mills Coffee Branded coffee products and blends offered through a licensing partnership with Keurig, featuring caffeinated beverages sold on Keurig.com.
- Florence by Mills Eyewear Sunglasses and eyewear products designed for sun protection, featuring stylish frames sold through eyewear retail stores.
- DELSEY X Florence by Mills Bags & Luggage Premium travel bags and luggage collection created in collaboration with French luggage brand DELSEY Paris, sold through the Florence by Mills fashion storefront.
- Florence by Mills Pet Accessories Pet accessories for dog and cat lovers, offered as part of the Florence by Mills lifestyle brand portfolio.
Quantifiable outcome
- 100% surge in Google searches for Millie Bobby Brown during Stranger Things finale period
- +1 more outcomes
Companies that use Florence by mills
Customer profileSegments3 records
Ideal customer profiles2 records
Florence by mills technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Florence by mills partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and flagship.
- KeurigcoreFlorence by Mills Coffee partnership with Keurig, selling branded coffee products through Keurig.com. This collaboration brings the celebrity brand into the home coffee market, allowing consumers to purchase 'brew-tiful blends' through the Keurig platform.
- DELSEY ParisflagshipPremium travel brand collaboration for bags and luggage. DELSEY X FBM collection features travel luggage designed by Florence by Mills, sold through florencebymillsfashion.com. This represents a significant brand extension into travel accessories.
- Licensees (Florence Beauty, LLC)coreFlorence Beauty, LLC operates through licensing agreements with various licensees who produce and sell Florence by Mills branded products. Each licensee determines purpose and means for processing personal data through their respective websites. The licensing model enables the brand to expand into diverse product categories.
- ShopifycoreE-commerce platform powering the Florence by Mills websites (florencebymills.com, florencebymillsbeauty.com, florencebymillsfashion.com). Shopify provides the technical infrastructure for online sales, customer management, and analytics.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Florence by mills competitors and assessment
Company assessmentDirect peers
- The Outset: Celebrity-founded (Scarlett Johansson) clean skincare brand. Comparable to Florence by Mills in positioning clean, founder-led skincare to a broad consumer base through D2C.
- Huda Beauty: Influencer-founded beauty brand (Huda Kattan) built largely on social/community marketing. Direct peer to Florence by Mills in leveraging a personal brand to drive global beauty demand.
- Humanrace: Celebrity-founded (Pharrell Williams) skincare and wellness brand. Comparable to Florence by Mills as a creator-led lifestyle/wellness brand extending beyond a single product category.
- KVD Beauty: Founder-led (Kat Von D) beauty brand with strong digital and Sephora distribution. Comparable to Florence by Mills as a celebrity/creator-founded color cosmetics and skincare brand targeting digitally native consumers.
- Fenty Beauty: Rihanna-founded beauty brand operating at the high end of the celebrity beauty segment, with broad category coverage and global retail distribution. Directly comparable to Florence by Mills as a celebrity-founded, community-driven beauty label.
- Rare Beauty: Celebrity-founded beauty brand (Selena Gomez) competing in the same Gen Z-friendly, clean-leaning D2C beauty space as Florence by Mills. Both rank among the top celebrity beauty brands and target similar demographics through founder-led marketing.
- Pattern Beauty: Celebrity-founded (Tracee Ellis Ross) haircare brand targeting an underserved consumer segment. Comparable to Florence by Mills as a celebrity-founder-led, community-driven beauty business.
- Honest Beauty: Celebrity-founded (Jessica Alba) clean beauty and lifestyle brand with D2C and retail distribution. Overlaps with Florence by Mills in clean-beauty positioning and multi-category lifestyle extension.
- Makeup by Mario: Founder-led (Mario Dedivanovic) color cosmetics brand recognized in Traackr's 2024 top beauty influencer ranking alongside Florence by Mills. Comparable as a single-creator-led prestige color cosmetics line.
Broad incumbents
- Drunk Elephant: Established clean/biocompatible skincare brand now backed by Shiseido. Comparable to Florence by Mills as a clean-beauty skincare player, but operates at meaningfully larger scale and broader retail distribution.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Florence by mills social profiles
Digital presenceFlorence by mills financial estimates
Financial estimateRevenue estimate
Valuation estimate
Florence by mills leadership team
Management profileNumber of profiles
Profiles1 record
Florence by mills funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Florence by mills M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Florence by mills
What does Florence by mills do?
Florence by Mills is a multi-category lifestyle brand founded by actress Millie Bobby Brown that sells clean and natural beauty products (skincare, makeup, fragrance, hair care), clothing and intimates, branded coffee through Keurig, eyewear, travel bags and luggage via a DELSEY Paris collaboration, and pet accessories. The brand operates primarily through its own direct-to-consumer e-commerce storefronts and a network of licensees that manufacture and distribute Florence by Mills branded goods.
Is Florence by mills a public or private company?
Florence by mills is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Florence by mills founded?
Florence by mills was founded in 2019. It employs 11 to 50 people.
Where is Florence by mills based?
Florence by mills is headquartered in El Segundo, United States, in the North America region.
How does Florence by mills make money?
Four revenue lines are on record. Beauty Products are the primary driver. The others are fashion & Apparel, licensed Merchandise and beauty Brand Ownership.
Who are Florence by mills's main competitors?
Direct peers on record are The Outset, Huda Beauty, Humanrace, KVD Beauty, Fenty Beauty, Rare Beauty, Pattern Beauty, Honest Beauty and Makeup by Mario. Drunk Elephant is listed as a broad incumbent.
Does Florence by mills have an API?
No public API is recorded for Florence by mills.
What industry is Florence by mills in?
Florence by mills's product category is Celebrity Beauty and Lifestyle Products. Its primary akta.pro industry code is CRAHAGAI, Specialty Coffee & Tea Retail (Beans, Leaves, Accessories), with a secondary code of CRABAKAJ, Beauty Storage & Organization (Cases, Holders, Travel Bags). Its NAICS code is 45612 and its SIC code is 5600.