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Florence By Mills
Florence By Mills is a natural, clean beauty brand founded by Millie Bobby Brown. Our mission is to redefine beauty on our own terms and provide eco-conscious makeup and skincare products that are free of phthalates, parabens, and sulfates. We are cruelty-free and vegan, and donate to the Olivia Hope Foundation.
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DTCetc’s Take
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Florence By Mills is a natural, clean beauty brand founded by Millie Bobby Brown in 2019. The brand is focused on “defining beauty on our own terms” and donates to the Olivia Hope Foundation. They offer a wide range of inclusive, eco-conscious makeup and skincare products that are free of phthalates, parabens, and sulfates. Customers can also enjoy free shipping on orders over $35, cruelty-free and vegan products, and duties and taxes included at checkout.
Florence By Mills is a makeup and skincare brand designed for young people interested in starting out with makeup but wanting to maintain a natural look. It offers products that are specifically made for Gen Zers, with many targeting acne control. The brand also celebrates natural beauty and encourages people to embrace their true selves while taking care of their skin.
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Here's what shoppers have to say:
- Florence By Mills is positioned as beauty for tweens, with adorable packaging that is geared towards younger folks of age 12-14.
- The brow gel is one of the favorite products for brows, with great results.
Cons
- The quality of some products could be improved.
- Some customers have reported issues with the packaging.
- There have been complaints about the price point of the products.
Florence By Mills offers worldwide shipping, with customers outside of Australia, Canada, and the UK responsible for any extra duties and taxes. Domestic orders take 4-8 days to process, and can take 4-30 days to arrive. Tracked shipping ranges from $6-$26, but is free for orders over $35. International orders take 4-8 days to process, and can take 4-30 days to arrive. Tracked shipping ranges from $6-$26, but is free for orders over $35.
Florence By Mills does not offer returns or refunds, but will replace defective items if contacted within 14 days. No returns are accepted. There is no time limit for processing returns. All sales are final and no items can be returned.
DTCetc Bottomline
Target Audience
Young Adults
Stereotype
Tech-savvy
Pricing Rating
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This brand offers products that are on the pricey side.
Sustainability Score
90
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This brand offers products that are on the pricey side.
Quality Score
90
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This brand offers products that are on the pricey side.
DTCetc Score
78
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100
This brand offers products that are on the pricey side.
Target Audience
Young, Natural, Inclusive
Stereotype
Gen-z
Pricing Rating
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Sustainability Score
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Quality Score
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DTCetc Score
78
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100
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