• It’s named “Florence by Mills” Florence for her grandmother, and Mills is her nickname.
• The target demo is Gen Z. Brands its products as “PETA-certified, cruelty-free and vegan.” They aim to create “clean” products for “sophisticated teens”
• It was developed with brand incubator Beach House Group who have developed brands for Kendall Jenner and Shay Mitchell.
• The line of products will be available online and at Ulta and will run from $10-$34.