End of an Era: Drew Barrymore’s Flower Beauty Quietly Closes Doors
After gracing retail shelves for 13 years, Drew Barrymore’s Flower Beauty has silently ceased operations, signaling the conclusion of a significant chapter in mass-market makeup. The brand, a joint venture between the actress and beauty incubator Maesa, has gone silent with its website deactivated and the most recent Instagram post dating back to December 17, 2024.
Reports from industry insiders suggest that Flower Beauty products have seen significant price reductions at Ulta Beauty and have completely vanished from CVS shelves. This fuels speculation about the brand’s closure. The shutdown mirrors the broader challenges that celebrity beauty brands face in a fiercely competitive market where consumers crave authenticity and innovation.
On the other hand, the beauty retail landscape continues to evolve. Gap Inc. is venturing into beauty and accessories through Old Navy, trialing the category across 150 stores this fall. This strategic move is in line with Euromonitor’s forecast that the beauty and personal care sector will surpass $100 billion in sales by 2025, making it an enticing prospect for non-traditional retailers looking for growth opportunities.
Source: View the Vibe