It's vegan, cruelty-free, and super affordable.

By Renee Cherry
August 30, 2019
PRNewsfoto/florence by mills

Everyone's favorite 15-year-old now has her own beauty brand. Millie Bobby Brown debuted Florence by Mills, a new makeup and skin-care company aimed at Gen Z.

The brand is definitely playing to its audience. Each product is clean, cruelty-free, vegan, and within the $10-$34 price range. Plus, the collection includes lots of Instagram-friendly skin-care products, like a bright purple Mind Glowing Peel-Off Mask (Buy It, $20, florencebymills.com) and Swimming Under the Eye Gel Pads (Buy It, $34, florencebymills.com), under-eye masks that resemble whales. (JSYK, Brown identifies with whales because they're big, loud, and love the ocean.)

Makeup-wise, everything plays into a natural look. Cheek Me Later Cream Blush (Buy It, $14, florencebymills.com) is intended to create a subtle rosy tint, and Like a Light Skin Tint (Buy It, $18, florencebymills.com) provides coverage that "gives us all the glow we need but is still sheer enough to let our natural beauty shine through." (Related: The Best Tinted Moisturizers for Natural-Looking Coverage)

Florence by Mills gets its name from Brown's great-grandmother, Florence, an "amazing unique individual," in Brown's eyes. The Stranger Things actress says she wanted her brand to appeal to teens who like to show their own individuality. "I wanted to create something for me and my generation, my friends and peers," she said in a press release. "A brand that could reflect us and our self-expression and still be good for you, simple to use and suited for changing, transitional skin. Being young in general is so tough, so creating a place to support everyone on their beauty journey was important to me." (Related: The Best New Clean Skin-Care Products)

For now, you can shop the collection at florencebymills.com, but some of the products are already selling out. Florence by Mills will also launch on ulta.com on September 8, and you'll be able to shop the products IRL at Ulta stores on September 22.

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