‘Enola Holmes’ Star Millie Bobby Brown Turns Up the Flirty Factor in a Chic Florence by Mills Set

Millie Bobby Brown has spent the past several years quietly building out one of the more successful celebrity beauty ventures in recent memory, expanding well beyond the makeup line she originally launched as a teenager. What started as a skincare brand aimed at Gen Z has since grown into a much broader lifestyle label spanning fragrance, fashion and haircare.

That growth has continued steadily, with Florence by Mills regularly rolling out new products and collaborations tied directly to Brown’s own image as founder. The brand has built a loyal following in part by keeping its founder visibly involved in every stage of promotion, rather than treating her as a distant celebrity endorsement.

The latest push centers on Coastal Chic, one of the brand’s signature hair and body mists, alongside a matching set from its FBM Fashion line. In a new photo shared by Florence by Mills, Brown poses on a sunny balcony overlooking a pool and palm trees, wearing a pale blue cropped top and high-waisted denim shorts from the fashion collection while holding up a bottle of the Coastal Chic mist.

In a photo recently shared by the Florence by Mills, Millie Bobby Brown poses for the camera wearing a set from FBM Fashion and holding Coastal Chic, available at Ulta Beauty. pic.twitter.com/dUKsDnVWsQ

— JumpTrailers (@JumpTrailers) September 25, 2026

Coastal Chic itself is marketed by the brand as a way to hold onto a warm, tropical scent profile year-round, built around notes described by the brand as a sea mist accord, golden amber and creamy monoi. It’s part of a trio of hair and body mists that became fully available at Ulta Beauty earlier this year, following months of fan requests for wider retail access.

Florence by Mills launched back in 2019, positioned specifically as a clean, affordable beauty line aimed at younger consumers who Brown felt were being underserved by existing skincare and makeup brands. The name itself is a tribute to her great-grandmother Florence, combined with “Mills,” a nickname for Brown.

The brand has maintained cruelty-free, vegan certification since its founding, and Brown holds a majority stake in its parent company after her family acquired controlling ownership from Beach House Group back in 2020. Since then, the label has expanded well beyond its original skincare and cosmetics roots, adding fashion, coffee and other lifestyle products to its lineup, with FBM Fashion available exclusively through the brand’s own online store.

Ulta Beauty has remained the brand’s primary U.S. retail partner since its 2019 debut, and that relationship has only deepened over time. Earlier this year, Florence by Mills specifically celebrated bringing all three of its hair and body mists into Ulta stores nationwide, framing the expansion as a direct response to customer demand rather than a standard retail rollout.

What’s stood out about Florence by Mills throughout its growth is how consistently Brown remains the face of nearly every product push, rather than stepping back once the brand reached a certain scale. Social posts featuring her modeling FBM Fashion pieces alongside beauty products have become a regular fixture of the brand’s marketing, blending lifestyle content with direct product promotion.

That approach appears to be working. With hair mists, skincare, cosmetics and now a growing fashion line all under one roof, Florence by Mills has positioned itself as more of a lifestyle brand than a simple celebrity makeup line, something relatively few star-founded beauty companies manage to sustain years after launch.

For a brand that started with a fairly narrow focus on teen-friendly skincare, the current Coastal Chic push, paired with matching apparel and continued retail expansion, shows just how far Florence by Mills has grown under Brown’s direct involvement.

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