Brand founded by Millie Bobby Brown of 'Stranger Things' tops vegan beauty list

Florence By Mills, created in 2019 by the 'Stranger Things' star Millie Bobby Brown, has a community of over three million followers on Instagram, and boasts one of the highest engagement rates. Photo: Instagram/Florence By Mills

The pandemic has completely upended beauty habits, with consumers gradually moving towards more authentic products and brands.

Natural ingredients, eco-responsible packaging and holistic beauty are now central to consumer priorities, but they're not the only factors driving decisions.