Millie Bobby Brown and her Gen Z beauty line Florence by Mills are diving into fragrance with Wildly Me, which Brown says is named for her current outlook on life.
, in 2019 and revealing she’s releasing her first book, “Nineteen Steps,” this September. The introduction of the fragrance, Wildly Me, marks the next stage of expansion for Florence by Mills. The product will launch with a waitlist on Aug. 14 and will officially be available on the brand’s website on Aug. 22.
Florence was launched as a clean beauty brand and, keeping with that, Wildly Me is made with Orpur classified ingredients, a labeling certifying its use of natural, raw materials. She very much views the Florence brand as representative of where she is in each stage of life; the brand evolves with her.
“I’ve had all the phases. But ultimately I’ve now landed in this very simple, soft fabric [stage]. Everything is minimalistic in my fashion right now. And that I think portrays my mental state as well,” she says. “Everything is very laid back and simple and easy and on the go, I mean everything. You know what I mean? I don’t want to wear anything that’s too fitting. Right now in my life, I want to wear the clothes, I don’t want things to wear me.”“We don’t want it to smell like a fragrance.
These days her Instagram output is mostly posts about shelter dogs available for adoption; at any given moment her home in Georgia is housing several different ones, and she works with local shelters as well to help place animals, a decidedly good use of social media. Otherwise, she tries to keep herself free from it all.
“I think it’s nice for people to have a look through a window and see how my heart is, because so many people love my characters and are interested in my characters. But for people to actually…I try to keep a lot of people out,” she says. “I draw the curtains because I believe in privacy for my own sanity really, just to keep people out and lock that fence.
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