Millie Bobby Brown’s Florence by Mills brand debuts first fragrance targeting Gen Z

15 Aug 2023 --- Clean beauty brand Florence by Mills, created by Stranger Things actress Milly Bobby Brown, has entered the fragrance industry with its first-ever perfume, Wildly Me.

Florence by Mills collaborated with fragrance house Givaudan to craft the scent described as emulating a “desire to redefine beauty.” 

“I launched Florence by Mills Beauty in 2019 due to the lack of clean, high-quality products available for myself and my friends,” says Millie Bobby Brown, founder of Florence by Mills Beauty.

“As the brand has evolved with me, I wanted to find a fragrance representing my journey to adulthood. Over two years in the making, Wildly Me tells my story of what it means to choose your path and be unapologetically, wildly yourself. I’m thrilled to finally be able to share this part of my passion project with the Flo family.”

The Wildly Me scent is inspired by a botanical garden of bergamot, sage, purple iris, blooming wisteria, violet flowers and fresh lavender. 

Florals meet earthy notes
Describing the scent as “periwinkle florals combined with sandalwood and upcycled cedarwood,” the beauty brand says the scent roots the user in rich, earthy scents. 

Milly Bobby Brown releases her first-ever fragrance to celebrate her entering adulthood.The scent also aims to make the consumer feel inspired to be themself. Wildly Me’s formula includes Orpur classified ingredients – a label awarded to the quality of natural, raw materials from the Givaudan palette.

The company says it is targeting Gen Z with Wildly Me. The bottle “caters to the demographic’s appeal” with a frosted glass bottle.

Florence by Mills Beauty was recently listed as the third most Googled celebrity brand. It is also “one of the most” followed beauty accounts on social media, according to the brand. 

Depending on the sizing, pricing will range from US$24-US$65.

Fragrance launches
Also this week, Ariana Grande unveiled her latest perfume, Cloud Pink, in collaboration with perfumers at the Firmenich fragrance house. Debuting on the Ulta platform, the product is described as “ethereal and modern” and is “inspired by Ariana’s magnetic optimism and confidence.”

“Developing a new fragrance under this fan-favorite franchise was daunting at first, but I think we’ve created the perfect sister scent to the original Cloud,” commented Grande.

Among other industry developments, Inter Parfums signed an exclusive worldwide fragrance license for the luxury fashion brand Roberto Cavalli. Subsidiary Interparfums Italia in Florence will manage the Cavalli fragrance business, aligned with the company’s strategy to grow as an Italian brand hub.

Roberto Cavalli scents are described as sophisticated, luxurious and flamboyant, while Just Cavalli fragrances target contemporary, urban customers that are young or “young at heart.”

By Sabine Waldeck