Stranger Things star and teen queen Millie Bobby Brown has become the latest in a long (long) line of celebrities to launch her own beauty brand. Targeted at Gen Z, Florence by Mills (named for Millie’s great-grandmother Florence) will encompass both clean skincare and a make-up range, with all products PETA-certified, cruelty-free and vegan. 

To create the range, Millie drew on her experiences in the make-up chair over the last few years and wanted to particularly ensure that the products would be good for young skin. “I’ve been in a make-up chair since I was 10, 11 years old, and I have really been introduced to all types of products. I’ve had special effects on my face, blood, all different types of foundation,” she told WWD. “I guess I could never find anything that I liked to put on my face and it felt good. I’d take off my make-up and boom, another pimple would appear.” 

The news about Millie comes shortly after it was revealed that Selena Gomez has filed for a trademark to start her own beauty brand. Ariana Grande, Kendall Jenner and Cardi B are all thought to have beauty products on the way as well.  

Florence by Mills will be sold at Ulta Beauty, Boots and online with all products priced between $10 and $34. The brand will donate part of its proceeds to the Olivia Hope Foundation, which was founded in honour of Brown’s late friend, Olivia Hope LoRusso.