The star teased the story on her Instagram Stories last night revealing she is: “Making a special announcement tomorrow!” and asked her fans to try and guess the name, giving them a clue that it begins with an ‘F’. Brown said the project has been two years in the making and that: “It’s been hard to keep a secret.”
We now know that the beauty brand is called Florence by Mills, inspired by her great-grandmother Florence, and she told WWD in an exclusive interview that went live today: “I felt like a brand about individuality and bravery and being truthful should be named after somebody who was all of those things.” Brown added: “I’m very decisive. As soon as I make a decision, that’s my decision, and I will do it.”
Brown’s beauty line is vegan and cruelty-free and has been PETA-certified. The products are set to include a Light Skin Tint and Eye Gel Pads aimed at the younger buyer. She explained: “I’ve been in a makeup 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…I wanted to come into the space because there was a gap in the market for young people.”
The actress shared a video on her Instagram today to her followers in which she says: “Every young person deserves to have a good start with their skin.” Brown goes on to explain that she wants her brand to represent: “individuality and embrace who you are. All I know is that I want you to feel yourself.”
Fans will be pleased to know the range will be affordable, priced between around £8 to £28 and available in Boots, as well as online. Even better, part of the proceeds from the product line will be donated to the Olivia Hope Foundation, a children’s cancer charity founded to honour the late Olivia Hope LoRusso, a friend of Brown’s.
Watch this space for more details on the range which we reckon is set to be an instant sell-out.