Actress and entrepreneur Millie Bobby Brown have purchased a majority stake in Florence by Mills, the Gen-Z clean beauty and skincare brand launched in 2019. According to a report from WWD, Beach House Group, the brand incubator that helped develop and launch Florence by Mills, has sold a majority of its equity stake to the Brown family. The group will now serve as a minority shareholder, and Paula Pontes will stay on as the brand's chief executive officer, the report said.
“We loved being partners with Millie in the first phase of her vision for Florence by Mills, which focused on beauty,” PJ Brice, Beach House Group’s chief executive officer told WWD.
“We are so proud of what Florence has achieved in its first 18 months. There is no doubt that the brand will continue to prosper and expand, especially with Millie’s vision to build Florence into a brand beyond beauty.”
Outside of Florence by Mills, Beach House Group is the celebrity beauty incubator behind Moon Oral Care, the oral beauty brand co-created by Kendall Jenner, as well as Pattern Beauty, the haircare brand founded by Tracee Ellis Ross.
Currently, Florence by Mills' range of paraben and sulfate-free, vegan products are available through its own e-commerce platform, as well as through Ulta and UK retailer Boots.