Millie Bobby Brown attracted hundreds of fans at the official launch of her beauty brand, florence by mills, in Boots UK’s new beauty hall in Covent Garden at the end of September.

A fresh approach to clean skincare and makeup, florence by mills is a collection ofclean and affordable beauty essentials founded on the belief that true beauty comes from loving and embracing yourself. On a mission to inspire her generation to define beauty on their own terms, Millie developed florence to create better options and a more inclusive beauty culture.

Boots officially opened its new store at 107-115 Long Acre in the summer and is the brand’s latest flagship concept, whereby the store format focuses on creating a more interactive and engaging customer experience.

Simon Taylor, Property Director at the Mercers’ Company commented on the launch: ‘Since opening, the new Boots store has become a key footfall driver for the Mercers’ estate and visitors to the city. The selection of the Long Acre flagship for the launch of lines such as florence by mills, highlights the appeal of Boots to brands and its strong London location, set in the heart of Covent Garden.

This event follows the recent news that the original action sports brand, Vans, has unveiled its first European concept store at 5-7 Neal Street and LaDuca, the internationally renowned dance shoe brand from New York, has officially opened its first UK site on Drury Lane – both in Covent Garden.