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Drew Barrymore, Walmart and Maesa Launch Premium Cosmetics Line

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By: Jamie Matusow

Editor-in-Chief

 
Sold exclusively at Walmart, Flower cosmetics promise prestige quality formulations and packaging at mass market prices.
Drew Barrymore has taken ownership a few steps further than Katie Holmes has done with Alterna, in this case, launching her own brand of color cosmetics developed with Maesa, in an exclusive partnership deal with mega-retailer Walmart. The brand, called Flower, is described as focusing on luxury brand quality at an affordable price, with more than 180 eye, face, lip and nail products ranging from $4.98 to $13.98. According to Barrymore, the custom formulated cosmetics have the same quality ingredients found in department store luxury brands—and in cosmetics she’s used throughout her career. She said the unique partnership allows the budget to be directed completely to formulations and packaging, rather than advertising, which results in a premium product at mass pricing levels.

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