When Millie Bobby Brown launched florence by mills in 2019 at the age of 15, most of the beauty industry read it as a Stranger Things spin-off. Seven years and four verticals later, it is clear the brand is playing a much longer game, one that separates it from the current wave of celebrity beauty houses.
The most recent chapter is Pineapple Whip. The Pineapple Whip 24HR Replenishing Moisturizer, priced at $20 at Ulta Beauty, is a dermatologist-tested gel-cream formulation containing pineapple, coconut, niacinamide, hyaluronic acid and vitamin B5, clinically shown to boost hydration by 47% within minutes and improve the skin barrier in 15. Its launch was extended through a limited-edition co-branded "Pineapple Paradise" drink with the dirty soda chain Swig on 26-27 June 2026, a Millie Bobby Brown appearance on The Tonight Show with Jimmy Fallon, and a rooftop pop-up in New York City for the brand's community, "Flo Fam". Each layer, product, retail, branded partnership, celebrity earned media, physical experience, reinforces the same tropical narrative. It is the Barbie Movie playbook adapted for skincare.
The bigger arc is the brand architecture. Florence by Mills has extended from Beauty (2019) into Coffee (2023), Pets (2023, with Kanine Group), and Fashion (early 2024, with Delta Galil USA). Where Rare Beauty, Rhode and Fenty stay category-deep on Sephora shelves, Florence by Mills has taken the opposite path: Ulta Beauty's 1,300 US-store footprint at accessible price points, and a multi-vertical Gen Z lifestyle house being built brick by brick. In a market where Rhode sold to e.l.f. Beauty for $1 billion in May 2025 and Rare Beauty is valued around $2.7 billion, Florence by Mills is quietly assembling the structural template that could make it one of the most durable celebrity-founded houses of its generation.
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