Best (Celeb Brands)In Beauty Playbook: Introduction

The Best in Beauty Playbook: Celebrity Brands and the Art of the Exit

Why Some Beauty Brands Aren’t Just Selling Products, but Entire Stories

The beauty industry is no stranger to reinvention, but the rise of celebrity-led brands has added a new layer of intrigue. These aren’t just brands—they’re personalities, narratives, and carefully crafted worlds that captivate consumers and investors alike. In our series, The Best in Beauty Playbook, we’re pulling back the curtain on the strategic brilliance behind these ventures. We’ll look at why these brands are set for major exits—whether it’s a blockbuster acquisition or an IPO—and how they compare to non-celebrity brands that have navigated similar paths.

Part 1: Florence by Mills (Millie Bobby Brown) vs. Glossier

Florence by Mills: Gen Z’s Beauty Beacon

When Millie Bobby Brown launched Florence by Mills in 2019 (at just 15 years of age), she wasn’t just entering the beauty industry; she was bringing a whole new narrative along for the ride.

Florence by Mills isn’t just about skincare and cosmetics—it’s about a young actress growing up in the public eye, and the values that journey represents: empowerment, authenticity, and the kind of clean beauty that Gen Z adores.

In a market crowded with options, what makes Florence by Mills stand out? It’s the seamless blend of Millie’s story with the brand itself. This isn’t a celebrity slapping her name on a product line; it’s a brand that feels like an extension of who she is. The result? A deep connection with consumers who feel they’re buying into more than just a product—they’re buying into Millie’s world.

This connection is what caught the eye of Marquee Brands, which acquired Florence by Mills in 2020. It wasn’t just the brand’s growth potential that made it attractive; it was the strength of its narrative, the way it resonated with a generation that values authenticity as much as effectiveness.

“I wanted to create something for me and my generation, my friends and peers. I want them to feel like they have a seat at the table, that their voices are heard. It’s all about being unapologetically yourself, and that’s the foundation of everything we do with Florence by Mills.” - Milly Bobby Brown

Marquee Brands, Give Back Beauty and the Art of Scaling

Since the acquisition, Florence by Mills has continued to rise, bolstered by its alignment with Gen Z values and its savvy use of social media platforms like TikTok. But let’s not kid ourselves—Marquee Brands knows what it’s doing. With a track record of acquiring and scaling high-equity consumer brands, they’ve got the playbook down to an art.

Take their approach: they don’t just buy brands—they breathe new life into them, expanding product lines, entering new markets, and preserving the brand’s core ethos while pushing it to new heights. Florence by Mills is poised to follow this trajectory, making it a prime candidate for a significant exit in the not-too-distant future.

In the world of brand management, the operational structure of Florence by Mills is a clever balancing act between ownership and execution. Marquee Brands holds the reins in terms of ownership, but it’s Give Back Beauty that ensures the brand remains nimble and responsive, managing the day-to-day operations and bringing Millie Bobby Brown’s vision to life. This partnership allows the brand to push boundaries—not just in beauty, but also in new ventures like coffee and fashion. By blending Marquee’s expansive reach with Give Back Beauty’s hands-on approach, Florence by Mills navigates the complexities of extending its brand into these new arenas, ensuring every move feels both authentic and strategic.

The Potential for a Major Exit

Though the financials of Marquee’s acquisitions are often kept under wraps, the strategy is clear: find brands with loyal followings and room to grow, then make them even more desirable. Florence by Mills fits this bill perfectly. As the brand continues to expand, the potential for a lucrative exit—whether through a sale to a larger conglomerate or an IPO—remains not just a possibility, but a probability.

With the beauty industry seeing exits like Kylie Cosmetics’ sale to Coty for $600 million, Florence by Mills is well-positioned to join those ranks. It’s got the narrative, the growth, and the timing on its side.

“The brand’s growth trajectory and its resonance with younger audiences make it a highly attractive asset for any portfolio looking to tap into the future of beauty,” Jason Rabin, CEO of Marquee Brands

Glossier: The Power of Community

Now, let’s turn to Glossier, another brand that’s captured the hearts and wallets of younger consumers. But while Florence by Mills leans on the star power of Millie Bobby Brown, Glossier’s strength lies in something different: community. Founded by Emily Weiss in 2014, Glossier grew from a beauty blog into a billion-dollar brand by making its customers feel like they were part of something bigger than just a product line.

Glossier’s approach has always been about creating a shared identity among its users. It’s a brand built on the idea that beauty isn’t just something you wear—it’s something you create, together. This strategy has propelled Glossier to a $1.8 billion valuation by 2021, turning its customers into ambassadors and driving organic growth that’s the envy of the industry.

Why Florence by Mills Is on the Fast Track to a Major Exit

So, what makes Florence by Mills such a hot prospect for a big exit? Here’s the short list:

1. The Power of Storytelling: Millie Bobby Brown’s involvement isn’t just a marketing move; it’s the heartbeat of the brand. Her story keeps the brand dynamic and engaging, making it not just a collection of products but an evolving narrative that consumers want to be part of.

2. Authenticity at Scale: As Florence by Mills grows, it does so in a way that feels natural and true to its origins. This balance of expansion and integrity makes it a highly attractive target for larger beauty companies looking for a fresh, authentic brand to add to their portfolio.

3. Perfect Timing: With clean beauty and mental health awareness becoming more than just trends, Florence by Mills is perfectly positioned to capitalize on these movements, increasing its appeal as an acquisition target or IPO candidate.

Coming Up Next…

In our next installment, we’ll dive into Trinny London by Trinny Woodall and see how it stacks up against IT Cosmetics, a brand that scored a major exit through a L’Oréal acquisition. We’ll explore how Trinny London is navigating the competitive beauty market and why it might be the next big name to watch.

Got a Recommendation?

As we continue to dissect the world of celebrity-led beauty brands, your input is essential. If there’s a brand you believe is ripe for a significant exit or one that deserves a closer look, I’d love to hear about it. Your insights could shape our future discussions, so don’t hesitate to share your recommendations.

A bit about me. I'm Jim, the Director of DTC Ventures at elite talent agency YMU. With over 15 years of experience in helping consumer brands grow through social media and influencer marketing, I've worked with industry giants such as L’Oréal, Seagate Technology, NatWest, Red Bull, PepsiCo, and Uber. Today, I specialise in guiding YMU's celebrity clients in developing and launching their own brands in both direct-to-consumer and retail markets. It's a fun role navigating the intersection of talent, brand equity, and market strategy, helping clients create impactful, long-lasting consumer connections.

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