Florence by Mills isn’t just another celebrity skincare line. It’s one of the few that has continued to grow steadily since launching in 2019. Founded by Stranger Things star Millie Bobby Brown, the brand was built with Gen Z in mind, offering fun packaging, affordable price points, and content that speaks directly to a younger audience.
What sets Florence by Mills apart is its ability to blend storytelling with strategy. The brand’s content combines skincare education with updates from Brown’s personal life, creating a personality-first approach that builds loyalty across social channels. This consistency helps Florence by Mills maintain a strong presence and stay connected with its core audience.
However, staying relevant in the competitive beauty category, especially on platforms like TikTok, requires more than just good branding. It demands consistent consumer interest and measurable performance.
Key Takeaways
According to Charm data, Florence by Mills holds a Success Score of 78.44 and a Growth Score of 69.51, placing it among the stronger performers in the celebrity beauty category. These scores reflect steady traction in both digital performance and brand momentum. While success scores measure overall brand success by total numbers of followers, website traffic, etc., growth scores look at how the brand is continuing to grow across channels over time.
In terms of social presence, Florence by Mills has built a combined following of over 7.2 million across TikTok, Instagram, and Facebook. TikTok is its strongest platform, where the brand saw its audience grow from 3.6 million to 4 million between June 2024 and June 2025. Instagram follows with 3.2 million, while Facebook remains smaller at 43,000.
The median product price sits at $12.75, which aligns well with its Gen Z audience. This accessible pricing has helped the brand stay competitive as price sensitivity increases among younger shoppers.
Together, these metrics show that Florence by Mills is not just maintaining visibility but also expanding its influence. Its ability to grow followers on TikTok and maintain a strong success score indicates a brand that continues to resonate, especially with younger beauty consumers.
Florence by Mills has seen steady growth on TikTok, with followers rising from 3.6 million to 4 million over the past year. However, its Instagram audience remains just as important, currently sitting at 3.2 million followers. This platform continues to serve as a secondary touchpoint for product education, launches, and brand storytelling. While TikTok drives fast-paced trends, Instagram offers consistency and deeper engagement through carousel posts, Reels, and Stories.
Charm demographic insights confirm that Florence by Mills is connecting with its core Gen Z base. The largest age group in its audience is 18 to 24, making up over 53%, followed by the 25 to 34 segment at 26%, and 13 to 17 at just over 16%. This mix points to a crossover appeal that starts in teenage years and continues into young adulthood, which can be valuable for retailers looking to target early long-term brand loyalty.
Gender data also shows a strong skew, with 87.72% female followers. This concentration is consistent with other teen-focused skincare and beauty brands and helps explain why campaigns built around community, self-expression, and personal care resonate strongly.
Geographically, the United States makes up 29.88% of the audience, followed by Brazil, France, the United Kingdom, and Mexico. The top cities include Los Angeles, New York, London, and São Paulo, all of which are major beauty and media hubs. This distribution shows that Florence by Mills is reaching beauty-forward markets that are often early adopters of new product trends and formats.
Florence by Mills is more than a celebrity brand with a loyal fanbase. Its performance across TikTok Shop, social platforms, and ecommerce signals measurable growth that retailers and investors cannot ignore. With strong traction among Gen Z and a clear edge in beauty-forward markets, the brand continues to deliver results that go beyond surface-level hype.
Charm’s dataset tracks more than 5 million DTC brands, using AI-powered metrics to deliver accurate insights across every major product category. From TikTok Shop performance to brand-level analytics, it helps retailers, agencies, 3PLs, and investors make confident, data-backed decisions.
The performance of Florence by Mills shows that a strong social following, consistent engagement, and competitive pricing can drive long-term brand momentum, even in a crowded market. Download the full report, to see how Florence by Mills compares to other celebrity beauty brands and explore detailed rankings across success scores, growth metrics, and market reach.