End of an Era: Drew Barrymore’s Flower Beauty Bids Farewell After 13 Years
After gracing store shelves for 13 years, Flower Beauty—the mass-market makeup brand co-founded by actress Drew Barrymore and beauty incubator Maesa—has officially ceased operations. This closure signifies the conclusion of one of the pioneer celebrity-founded beauty brands that posed a challenge to major cosmetics companies in the mass retail market.
Maesa confirmed the closure in an official statement, revealing that the company is “exiting the color cosmetics category” to concentrate on faster-growing segments. These include skincare, body care, fragrance, and haircare. The brand’s website is now inactive, and their social media accounts have been dormant since December 2024. Meanwhile, products are being heavily discounted at retailers such as Ulta Beauty and CVS.
Flower Beauty, founded in 2012 and initially launched exclusively at Walmart, grew to include over 200 products across complexion, lip, and eye categories. The products were typically priced around $15. The closure mirrors broader challenges in the celebrity beauty space, making it the seventh beauty brand closure this year. This follows in the footsteps of companies like Ren Clean Skincare and Youthforia.
Despite this setback, Barrymore’s other ventures remain unaffected. Her Beautiful home goods line and Flower Hair Tools continue to thrive.
Source: Cosmetics Business