Florence by Mills launches in India with Nykaa

Skincare and beauty brand Florence by Mills has launched in the Indian market exclusively with multi-brand beauty giant Nykaa. The brand has gone live on Nykaa’s shopping app, on its e-commerce store, and in select brick-and-mortar outlets. 

Florence by Mills is created by actress Millie Bobby Brown and targets Gen Z consumers, according to its Facebook page. The brand’s launch with Nykaa serves to further bolster Nykaa’s international brand offering and will enable Florence by Mills to tap into its vast, omni-channel distribution network. 
 
“We are thrilled to exclusively launch Florence by Mills on Nykaa, bringing Brown’s vision of clean and affordable beauty to our customers,” said Nykaa Beauty’s executive director Anchit Nayar, India Retailing reported. “We believe that this collaboration will resonate strongly with our Gen Z audience, empowering them to embrace their individuality and redefine beauty standards.”

Florence by Mills’ products include pimple patches, facial moisturisers, exfoliating acne solutions, face washes, detangling sprays, and a perfume. Products which have launched on Nykaa as part of its maiden roll out include liquid lipstick, lipgloss, lip liner, face mist, and eyebrow pencils among others, according to Nykaa’s website. 
 
“I wanted to create something for me and my generation, a brand that reflects us and our self-expression while being good for you, simple to use, and suitable for changing, transitional skin,” said Brown about the label. “With Florence by Mills, everyone can discover and build their own beauty philosophy with clean, accessible, and easy-to-use beauty essentials.”