#3 Florence by Mills
Florence by Mills
Followers: 3.5 million
Likes: 64.7 million likes
Another celebrity-led brand, Florence by Mills is the brainchild of Stranger Things actress Millie Bobby Brown. The vegan, clean and cruelty-free beauty brand collaborates with a diverse range of creators to drive sales and increase visibility. It takes an interpersonal approach, forging relationships via Brown’s fanbase – the ‘Flo Squad’ – and facilitates engagement by interacting with users. It’s clearly an effective strategy for the brand, which reported that TikTok has become its number one route of traffic to its direct-to-consumer site.
