Florence by Mills is coming to New York.

The multicategory beauty brand founded by “Stranger Things” actress Millie Bobby Brown will host a pop-up on Sept. 16 to commemorate the recent launch of its debut fragrance, Wildly Me.

“This is such a pivotal moment for the brand, we wanted to bring it to life and create this jungle within Manhattan for people to experience the essence of the fragrance and the brand in a fun way,” said Sam Fiock, vice president of marketing at Florence by Mills, adding the space will be dressed like a garden to emulate the floral notes of Wildly Me.

At the pop-up, which will be held at 21 Spring Street from 11 a.m. to 6 p.m., guests will be able to meet Brown, shop products and engage with interactive stations including a “challenge wall,” which will feature challenge cards that “encourage consumers to be wildly themselves,” Fiock said.

Florence by Mills' upcoming New York City pop-up at 21 Spring Street.

Florence by Mills’ upcoming New York City pop-up at 21 Spring Street.


Wildly Me, which retails for $65 for a 100-ml. eau de toilette, was developed alongside Give Back Beauty and Givaudan. The fragrance features notes of sage, purple iris, wisteria, lavender and bergamot and reportedly amassed a waitlist of 14,000 people ahead of its launch on Aug. 22.

In a recent interview with WWD, Brown said she never initially envisioned herself developing a fragrance, but that “Florence grows with me — it’s kind of a beautiful coming of age company…Staying true to who I am and what I love is the journey of finding my fragrance.”

Since launching in 2019 with a range of skin care and makeup offerings, Florence by Mills has steadily expanded its assortment to include hair care, beauty tools and now fragrance. The Gen-Z brand sells at Ulta Beauty, and in June ranked as the top beauty brand by TikTok engagement, averaging of 13.4 percent on the platform, according to Dash Hudson.

Source link

Leave a Reply

Your email address will not be published. Required fields are marked *