Millie Bobby Brown launches vegan, cruelty-free Gen Z beauty brand

Katie O'Malley

Stranger Things actor Millie Bobby Brown has announced that she is launching a Gen-Z beauty brand, revealing that she wants the brand to "represent individuality".

On Tuesday afternoon, the actor announced the launch of her cosmetics line Florence by Mills, inspired by her great-grandmother Florence, on Instagram.

“Every young person deserves to have a good start with their skin,” the 15-year-old states in a video posted to the social media platform promoting the brand, which is aimed at individuals born between 1997 and 2012.

In the clip, young models try on various products from the cosmetic range including skincare, nail varnish and lip gloss.

Brown’s beauty range is vegan and cruelty-free and has been PETA-certified.

Describing the line, Brown says in the video that she wanted it to be “easy to get and fun to use” and “represent individuality”.

“I want you to feel yourself,” she tells her 27.7 million followers.

Actor Millie Bobby Brown attends the 24th Annual Screen Actors Guild Awards at The Shrine Auditorium on January 21, 2018 in Los Angeles, California. (Getty Images)

In an interview with WWD to announce the launch, the star said that she felt inspired to create the beauty brand following her experience of wearing make-up in childhood for acting roles.

“I’ve been in a makeup chair since I was 10, 11 years old, and I have really been introduced to all types of products,” she told the publication.

“I’ve had special effects on my face, blood, all different types of foundation…I wanted to come into the space because there was a gap in the market for young people.”

Products featured in the range include a Light Skin Tint and Eye Gel Pads aimed younger buyers and are priced between around £8 to £28 in Boots and online. The Florence by Mills website will go live on Monday 26 August.

Moreover, a proportion of the proceeds from the line will be donated to the Olivia Hope Foundation, a children’s cancer charity founded to honour the late Olivia Hope LoRusso, who was a friend of Brown’s.

On Monday, the 15-year-old teased the news of the launch on her Instagram Stories telling her followers that she was “making a special announcement” the following day.

The teenager asked her fans to guess the name of the mysterious launch by giving them a clue that it began with an “F”.

Brown added that she had been working on the launch for two years.

Millie Bobby Brown teases beauty line launch (Instagram)

Fans of the star have taken to the comments section of Brown’s post to congratulate her on the beauty line.

“Amazing! Can’t wait to try them out. I’m sure great for mums too!” wrote one user.

“Your devotion to this project is something so beautiful beyond believe,” wrote another.

Earlier this year, Brown teamed up with Converse to create a limited-edition trainer collection, making her the youngest ever collaborator for the brand.

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Titled “Millie By You”, the line features 10 unique colour-ways and prints inspired by Brown’s love for the ocean and its animals as well as DIY fashion.

The unisex collection is also fully customisable, offering shoppers the chance to change everything from the laces and eyelets to the logos to suit their taste.

The designs are be available in two iconic Converse Chuck styles, including Hi and Ox.

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