The Story
Why it exists.
The beginning
Wildy Me entered the Florence by Mills lineup in 2023, built around a simple premise: clean beauty doesn't have to play it safe. The brand brought its commitment to thoughtful formulations into fragrance with Wildy Me. Perfumers Christine Hassan and Stephen Nilsen developed the composition around violet and clary sage, a pairing that feels both grounded and expressive. Violet takes center stage here, offering a creamy, almost tactile quality that doesn't apologize for itself. Clary sage adds an herbal freshness that steadies the florals, creating a balance between softness and assertion. The name says it all: a fragrance for showing up as yourself, without apology.
What makes Wildy Me interesting is the violet-forward structure. Violet typically plays a supporting role in perfumery, a nuance, not a lead. Here, it takes center stage alongside iris, which is rarer still. The result is a powdery, almost nostalgic quality that could feel dated in lesser hands. But the earthy Cypriol oil (nagarmotha) in the base keeps things grounded, creating a tension between the floating florals and the rooted woody notes beneath them. It's that contrast, airy above, earthy below, that gives the fragrance its unexpected depth.
The evolution
Wildy Me opens slowly. The clary sage and pink pepper arrive with an herbal freshness that doesn't rush, it takes its time settling in. The bergamot flickers briefly, then fades as the lavender and violet begin to emerge. By the heart, the violet has taken over completely. It's creamy, almost tactile, with wisteria softening the edges. The iris adds a powdery depth that lingers behind the florals. Then the drydown: sandalwood and cedarwood asserting themselves, warm and woody, pulling the fragrance close to the skin. The Cypriol oil adds an earthy, almost mineral quality that keeps the base from going too sweet. What lingers is the violet, still present, still assertive, wrapped in soft wood. It stays intimate and close, a quiet presence rather than a statement.
Cultural impact
Wildy Me has found its audience among those seeking a violet-forward floral that doesn't compromise on depth. The earthy Cypriol oil in the base adds unexpected dimension, while the powdery iris and wisteria keep the florals soft and approachable. Violet takes the lead here, assertive and unapologetic, while the supporting florals add layers of softness that keep the composition from feeling heavy. It's a fragrance that feels both modern and grounded, appealing to those who appreciate clean, intentional scent design.
The House
Florence by MillsFlorence by Mills is a clean beauty brand founded in 2019 by actress Millie Bobby Brown. The brand takes its name from Brown's great-grandmother, Florence, combined with her own nickname, Mills. Targeting a Gen Z audience, the company has expanded beyond its original skincare and makeup offerings into fragrance, releasing its first scent in collaboration with Robertet's master perfumer Jérôme Epinette. The fragrance collection includes Wildy Me (2023), Soft Girl Sheer Vanilla (2025), Love Core Black Cherry (2025), and Coastal Chic Amber Fleur (2025). The brand positions itself around clean, transparent ingredients and accessible formulations designed for younger consumers.
The Creator
Christine Hassan & Stephen NilsenHassan builds accords layer by layer, much like a sculptor adds clay. She favors a clear backbone of woods—cedar, sandalwood, guaiac—anchored by mineral accords that add edge.
