Featured Posts

To top
8 Sep

Millie Bobby Brown to Host Florence by Mills Recent

Millie Bobby Brown to Host Florence by Mills Recent

Florence by Mills is coming to Recent York.

The multicategory beauty brand founded by “Stranger Things” actress Millie Bobby Brown will host a pop-up on Sept. 16 to commemorate the recent launch of its debut fragrance, Wildly Me.

“That is such a pivotal moment for the brand, we desired to bring it to life and create this jungle inside Manhattan for people to experience the essence of the fragrance and the brand in a fun way,” said Sam Fiock, vp of promoting at Florence by Mills, adding the space shall be dressed like a garden to emulate the floral notes of Wildly Me.

On the pop-up, which shall be held at 21 Spring Street from 11 a.m. to six p.m., guests will have the ability to fulfill Brown, shop products and have interaction with interactive stations including a “challenge wall,” which is able to feature challenge cards that “encourage consumers to be wildly themselves,” Fiock said.

Florence by Mills’ upcoming Recent York City pop-up at 21 Spring Street.


Wildly Me, which retails for $65 for a 100-ml. eau de toilette, was developed alongside Give Back Beauty and Givaudan. The fragrance features notes of sage, purple iris, wisteria, lavender and bergamot and reportedly amassed a waitlist of 14,000 people ahead of its launch on Aug. 22.

In a recent interview with WWD, Brown said she never initially envisioned herself developing a fragrance, but that “Florence grows with me — it’s form of a stupendous coming of age company…Staying true to who I’m and what I really like is the journey of finding my fragrance.”

Since launching in 2019 with a spread of skincare and makeup offerings, Florence by Mills has steadily expanded its assortment to incorporate hair care, beauty tools and now fragrance. The Gen-Z brand sells at Ulta Beauty, and in June ranked as the highest beauty brand by TikTok engagement, averaging of 13.4 percent on the platform, in response to Dash Hudson.

Recommended Products

No Comments

Sorry, the comment form is closed at this time.