Millie Bobby Brown, star of “Stranger Things” and founder of the beauty brand, Florence by Mills, is launching her first fragrance.

The Wildly Me scent, made in collaboration with Givaudan, is inspired by a botanical garden “where where bergamot and soothing sage intertwine with purple iris, blooming wisteria, violet flowers, and fresh lavender,” the press release states. It continues, “Enchanting periwinkle florals are combined with sandalwood and upcycled cedarwood, rooting you in rich, earthy scents – all working together to help you feel inspired within your journey of being wildly yourself.”

Wildly Me’s formula includes Orpur classified ingredients, a unique label awarded to only the finest qualities of natural, raw materials from the Givaudan palette.

The fragrance is in a frosted glass bottle featuring a pretty flower decoration. Teaser videos posted on social media feature flowers, including violets and irises—see the video below.

Millie Bobby Brown, founder of Florence by Mills beauty, says, “Over two years in the making, Wildly Me tells my story of what it means to choose your own path, and being unapologetically, wildly yourself. I’m thrilled to finally be able to share this part of my passion project with the flo family.”

Unlike some other celebrity beauty brands that seem as if the only connection to the star is the brand’s name, Brown seems to be very involved with Florence by Mills. The brand started with a skincare focus, and earlier this year, a color cosmetics collection featuring eye products launched at Ulta Beauty.  

Brown spoke to WWD‘s Leigh Nordstrom about the process of choosing the scent—and how important it is to her that her brand doesn’t stray from using only natural and “clean” ingredients. 

Brown told WWD, “It’s important to me because as a young person growing up in the industry and growing up in a makeup chair, I never knew what the makeup artist was putting on my skin…And that scared me.” Nordstrom writes in WWD’s exclusive interview.

Brown’s quote continues, “My godfather, Matthew Modine, he said to me, ‘Whatever they put on your skin goes into your bloodstream,’ and that stuck with me for a really long time. And it made me think, ‘Why don’t I go into a store and find a company that I feel like I can wear?’” 

Brown said she launched Florence by Mills in 2019 because she couldn’t find clean, high-quality products. “As the brand has evolved with me, I really wanted to find a fragrance that represented my journey to adulthood,” she says.  

The waitlist for Wildly Me opens today, and the product will be available on Florence By Mills’ website beginning on August 22nd.

Florence by Mills beauty was recently listed as the third most Googled celebrity brand, in addition to being one of the most followed beauty accounts on social media.

  

 

 

 

 

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