Pure Beauty

Florence by Mills to open US pop-up to celebrate debut fragrance Wildly Me

By Amanda Pauley | Published: 11-Sep-2023

The ‘clean’ beauty brand’s New York activation will introduce visitors to its first perfume and let them meet founder Millie Bobby Brown

Florence by Mills is hosting a New York pop-up with the help of Groundswell Experiential to commemorate the launch of its Wildly Me fragrance

The Gen Z beauty brand, founded by Stranger Things actress Millie Bobby Brown, hopes the activation will drum up buzz around the brand’s first-ever perfume. 

Taking place on Spring Street on 16 September, visitors will be able to meet Brown and shop the ‘clean’ brand’s perfume, as well as its skin care and make-up collections.

Guests will also be able to engage in interactive stations, including a ‘Challenge Wall’. 

Wildly Me is a botanical-inspired scent said to represent Brown’s transition into young adulthood. 

The 19-year-old actress first found fame on Netflix’s Stranger Things when she was 11 years old and has starred in four seasons of the show. 

Wildly Me launched on 6 September and contains notes of bergamot, sage, purple iris, wisteria, violet flowers and fresh lavender.

The Florence by Mills New York pop-up will be open from 11am to 6pm.

A render of what the Florence by Mills New York pop-up will look like

A render of what the Florence by Mills New York pop-up will look like

Brown developed Florence by Mills in partnership with brand incubator Beach House Group in 2019 with the aim to create a range of ‘clean’ beauty products. 

In 2020, Brown acquired a majority stake in the company, with Beach House Group remaining as a minority shareholder.

She then replaced her existing business partner with global beauty group Give Back Beauty in March 2021 to grow the brand further and expand it into new territories. 

Florence by Mills is not the only beauty brand to use a pop-up to drive fragrance sales.

Chanel recently opened a retro-themed diner to celebrate the launch of its Chance Eau Fraîche Eau de Parfum.

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