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Beauty

Why 20,000 people are on the waiting list for Millie Bobby Brown’s new beauty line

September 8th 2019 / Judy Johnson Google+ Judy Johnson / 0 comment

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And it’s launching exclusively at Boots. Here's why the playful new brand looks set to be a sell-out

Boots has announced yet another new brand that’s coming exclusively to its UK stores, and we predict a stampede. Florence by Mills, the new beauty line from Stranger Things star Millie Bobby Brown, is set to drop at Boots online on 10th September - and over 20,000 people have already signed up to the waiting list to be the first in the know.

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mills tip: use the blush on your lips! #florencebymills

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The exciting new Gen Z-focused brand promises clean, affordable beauty essentials, with both skincare and makeup covered. The award-winning actress says of the range, ‘Every young person deserves to have a good start with their skin’, and encourages young teens to embrace who they are and their individuality using the inclusive new collection.

8669864-zero-chill-face-mist-1.jpgWith everything from dewy moisturisers, shimmering face masks and a Zero Chill Face Mist to get the Insta glow, to barely-there base, super shine lip oil and a gorgeous creamy blush that’s said to be one of the brand’s hero products, the line aims to be fun, youthful yet sophisticated. Other products include the Swimming Under The Eyes Gel Pads and the Clean Magic Face Wash, with most of the range being around £10-£20.

mbb2.jpgThe playful new collection is one in a line of many new brands to arrive in Boots’ newly made-over stores in recent months. Since the relaunch of its beauty halls earlier this year, the best-loved UK store has gone from strength to strength in rivalling the likes of Sephora as a destination for health, beauty and wellness. Switching up its traditional beauty counters in favour of discovery zones it’s also welcomed cult brands such as Lime Crime, Beauty Bakerie and Fenty, as well as housing fan favourites including Urban Decay, BECCA and The Ordinary.

The Florence by Mills range looks set to continue the trend with a theme of ‘creating your own makeup rules’ and discovery. Plus, with Millie being the youngest person to ever feature on the Time 100 list of the world’s most influential people, it’s no wonder fans are scrambling to sign up for the wait list - those who do will be entered into a prize draw for the chance to meet her and be among the first to see the collection when it drops.

Sign up before Monday here for your chance to be one of the lucky few. We’ll see you there…

Florence by Mills launches at Boots.co.uk on 10th September. The full range will be available in select stores from 25th September

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