Not So Stranger Things: Millie Bobby Brown Launches Coffee Line
Actress Millie Bobby Brown is the latest celebrity to make a move into specialty coffee, launching a line of coffee and coffee-related products that expands her Florence by Mills brand from cosmetics to consumables.
“Millie’s personal brand is all about self-love and expression, so she invites coffee fans to be ‘Authentically Brew,’ promoting how coffee isn’t just a beverage rather it’s an integral part of our lifestyle,” an announcement for the line shared on LinkedIn stated. “Millie sees coffee as a gateway to be present and a source of comfort especially during those long days on set where she’s playing an intense role.”
First teased on her social media channels in April, Brown created the line with products aimed at both experienced and novice coffee drinkers alike. In total, there are 11 skus, including two varieties (Authentically Brew and Mindful Moments) of coffee beans in whole and ground varieties ($11), a coffee concentrate ($20), cold brew bags ($12 for a ten count box) and flavored syrups sold in multipacks (Vanilla, Caramel, Hazelnut, Honeycomb, Crème Brûlée and English Toffee) and a branded glass tumbler.
Subscribers receive a 10% discount on all items in their subscription.
At launch yesterday, products were available on the brand’s website for subscribers only, an app will debut later this year. Florence by Mills coffee is available for sale in The United States, Canada, Mexico, the United Kingdom, Ireland, and parts of Europe.
Though the line shares a name with Brown’s makeup and skincare brand, the two will be sold on different websites in order to “to maintain their [separate] identities.” However, both product lines will pull from the same color palate.
Sustainability was a key focus, the company said. Both varieties are Rainforest Alliance Certified, and all products were developed in partnership with Farmer Connect, a blockchain solution that tracks supply chain traceability.
With the coffee launch, Mills joins an array of influencers, creators and celebrities who have their own coffee lines, including Emma Chamberlain (Chamberlain Coffee), Hugh Jackman (Laughing Man), Chris Olsen (Flight Fuel) and Sean McLoughlin, aka Jacksepticeye (Top of the Mornin’). Within the emerging industry two core production and supply chain partners have emerged: Bixby Coffee, which recently sold to Westrock Coffee, and UK-based Collab Coffee. The depth of relationships between brands and their creators or celebrities vary, from figurehead to involved business partner. But some have struggled to translate strong e-commerce momentum into traction at brick-and-mortar retail, where they face established category giants like Starbucks and Keurig Green Mountain.
Florence by mills was developed in partnership with global licensing partner IMG, which also has negotiated deals surrounding the Mills’ flagship clean beauty line and an upcoming pet care line.
The Screen Actors Guild (SAG) Award winning actress has seen strong success to-date with her cosmetics line, with Cosmetify ranking it 2022’s top beauty brand in terms of Google searches, Instagram followers, Instagram engagement and Instagram mentions. Cosmetify found that the brand had an 1.78% Instagram engagement rate and 3.1 million Instagram followers — the latter of which has since grown to 3.4 million.
