I Tried £280 Worth Of Florence By Mills. Here’s What To Buy (& What Not To)
Forget Glossier, The Ordinary and Drunk Elephant for a moment because Florence by Mills is one of the most sought-after beauty brands among skincare and makeup enthusiasts right now. Dreamed up by Stranger Things actor Millie Bobby Brown, Florence launched in 2019 with a handful of products. Fast-forward to this year and it’s jam-packed with mainstays from foundation and mascara to targeted skincare products like toners and face masks.
There’s no denying the brand got off to a rocky start, with fans accusing Millie of faking skincare tutorials. But it seems they were just teething problems. On Instagram, Florence has a loyal following of 2.6 million and on TikTok an enormous 1.4 million followers like, share and comment on the brand’s snappy videos. In fact, Florence by Mills is shaping up to be one of the most googled beauty brands this year as Gen Z and millennials alike look to scale things back with easy, fuss-free makeup and skincare.
As a beauty editor, I have a healthy scepticism when it comes to celebrity beauty brands but there are some real gems in Millie’s lineup. So should you jump on the hype train? Here’s what I’d recommend spending your money on (and what not to).
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These little whale-shaped under-eye masks are fun but they’re not to be underestimated. Moisturising glycerin and sodium hyaluronate (a souped up version of hydrating hyaluronic acid) work to iron away obvious lines. Though the effects are temporary, my skin felt soft and plump thanks to the serum, which I massaged in at the end. If your eyes are prone to puffiness in the morning, you’ll love the soothing, cooling effect. That said, £34 is a little pricy for single-use eye masks. There are similar yet much cheaper options out there, like Planet Revolution’s Vegan Collagen Bio Soft Eye Masks x15, £5.
Florence by Mills Swimming Under the Eyes Gel Pads, $, available at LookFantastic
Move over Glossier Boy Brow and Anastasia Beverly Hills. This is officially the best tinted brow gel I’ve used. The brush is tiny but it’s easier to control compared to others and makes light work of shaping and beefing up sparse brows without making a mess. The formula is quite wet (so go slowly) but it dries fast and doesn’t make hairs feel rock hard. Top marks!
Florence by Mills Tint N Tame Brow Gel, $, available at Beauty Bay
I tell everyone about this cream blush — it really is one of the best. Highly pigmented yet so easy to blend, it lends cheeks a convincing, natural flush. Unlike other creamy blush textures, it won’t make a hole in your foundation base. Apply with your fingertips or use a dense foundation brush for more control.
Florence by Mills Cheek Me Later Cream Blush, $, available at LookFantastic
While I didn’t notice my skin get any brighter while using this, it was a lot softer and more hydrated thanks to the cucumber water (very soothing) and glycerin (a great moisturising ingredient). If you have dry, sensitive skin it’s a great toner to incorporate into your routine, as it’s alcohol-free and helps along the absorption of serum and moisturiser.
Florence by Mills Spotlight Toner Series: Episode 1 Brighten Up, $, available at ASOS
If you prefer more of a natural look, this is the mascara for you. The effect is very similar to Glossier’s Lash Slick: understated, fluffy lashes. The bristles are thick and fuzzy rather than plastic, and while it took me a couple of coats to create the emphasis I like, there were no clumps whatsoever. It doesn’t smudge easily, either.
Florence by Mills Built to Lash Mascara, $, available at LookFantastic
I was most intrigued to try this foundation as it has lots of mixed reviews online. I didn’t notice any strong smell and, using a foundation brush, it applied very easily with no patchy finish. It gave my skin the most amazing, dewy glow (that’ll be the nourishing oils) and looked like a second skin. That said, the ingredients list might mean it’s not a great long-term option for oily, acne-prone skin. It did oxidise a little throughout the day so I’d recommend opting for a shade lighter.
Florence by Mills Like A Light Skin Tint, $, available at Beauty Bay
This product is fun, however it created a bit of a greasy mess. The idea is that you squash the cream pearls and apply the product like a moisturiser but they slip and slide and don’t melt very easily. If you’re after an intensely moisturising mask that’s entirely fuss-free, I’d recommend Summer Fridays Jet Lag Mask, £22.50, or the excellent Sisley Paris Black Rose Cream Mask, £119, if you want to splurge.
Florence by Mills Hit Reset Moisturising Mask Pearls, $, available at Beauty Bay
Inspired by TikTok’s obsession with nostalgia, lip gloss is back in a big way. This duo doesn’t do it for me though. The shades (a baby pink that’s so light it’s almost white and a holographic glitter) feel outdated compared to other gloss trends, like wearable nudes and clear to suit all skin tones. I’ll give it some points for being moisturising, not sticky.
Florence by Mills UBU Lip Gloss Duo, $, available at LookFantastic
From trending lilac to coral, I love all the shades in this palette but the pigment isn’t intense enough for my liking. It took a while to build up noticeable colour (I used my fingers as the formula doesn’t quite work with a brush unless wet). The finish wasn’t as seamless as other eyeshadow brands I adore, like Natasha Denona and Urban Decay. If you want highly pigmented, non-budge eyeshadow, make these your go-tos.
Florence by Mills UBU Eyeshadow Palette, $, available at LookFantastic
This is my new favourite moisturiser, purely because it made my skin gleam and didn’t break me out like plenty of others. Calling everyone with oily, acne-prone skin: it’s very light and doesn’t leave behind a greasy slick but thanks to glycerin and vitamin B12 it moisturises well and boosts radiance.
Florence by Mills Dreamy Dew Moisturiser, $, available at Beauty Bay
I didn’t expect much from this cleanser as it doesn’t lather up or turn into a cream on contact with water but it does a brilliant job to cut through mascara, foundation and SPF in one go. You don’t need water, as it can be used with cotton pads, but I applied it onto damp skin and used my hands to dislodge my makeup. It’s great for when you’re too tired to fuss around with skincare.
Florence by Mills Magic Micellar Cleansing Gel, $, available at ASOS
Spot patches won’t magic your acne away but they’ll stop you from bothering blemishes and making them much worse. These are infused with salicylic acid, which helps bring down angry red zits. They’ve nixed many of my unsightly whiteheads over the past few weeks and I plan to stock up pronto.
Florence by Mills Spot A Spot Blemish Patches, $, available at Beauty Bay
This didn’t brighten my dark circles, nor did it help with puffiness, but it did moisturise my dry under-eye skin and help minimise the appearance of fine lines. It gets my vote for providing a Velcro-like base for concealer, stopping it from creasing as much.
Florence by Mills Look Alive Eye Balm, $, available at ASOS
I wouldn’t use this to fashion a feline flick (stick to liquid liner for that) but it’s perfect for creating a smoky look or the reverse cat eye that’s all over TikTok. The creamy, gel texture glides on, blends beautifully and stays put for hours. It’s on par with designer versions which are twice the price.
Florence by Mills What’s My Line? Eyeliner, $, available at LookFantastic
Florence by Mills Hit Snooze Lip Mask, $, available at ASOS
Maybe I applied this a little too thin but it didn’t give me the satisfying peel-off factor of other cult peeling masks, like Glamglow’s Gravity Mud, £45, or Revolution’s Charcoal Peel Off Mask, £6. It did make my skin appear radiant, though, and I think that’s mostly down to the iridescent shimmer particles that linger after you’ve removed the product. It’d be perfect before an occasion.
Florence by Mills Low Key Calming Peel Off Face Mask, $, available at Beauty Bay
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