Notice: Function _load_textdomain_just_in_time was called incorrectly. Translation loading for the wordpress-seo domain was triggered too early. This is usually an indicator for some code in the plugin or theme running too early. Translations should be loaded at the init action or later. Please see Debugging in WordPress for more information. (This message was added in version 6.7.0.) in /var/www/html/wp-includes/functions.php on line 6260 Drew Barrymore Closes Flower Beauty  - Beauty Packaging

What are you searching for?

Sign in
Beauty Industry

Drew Barrymore Closes Flower Beauty 

After 13 years, the Maesa incubated brand closes as Maesa focuses on other faster-growing markets.

Author Image

By: Rachel Klemovitch

Assistant Editor

Drew Barrymore’s co-founded mass-market brand with Maesa, Flower Beauty, has closed after 13 years. This is because Maesa is pivoting away from makeup, focusing on other markets such as skincare, body care, fragrance, and haircare. 

Flower Beauty was founded in 2012 and was one of the earliest celebrity-founded brands. The brand offered affordable, colorful products that were distributed at Walmart, CVS, Ulta, and online. 

The brand’s website and social media accounts are no longer active. Products are now discounted at Ulta Beauty and are no longer available at CVS. 

Industry data showed sales declines across product categories, with declining visibility and marketing support in recent years.

Masea will provide more support to its other brands in higher-growth categories, such as Fine’ry, and Mix:Bar. Maesa will also create a new beauty brand for Old Navy and will launch Niches & Nooks at Target.

Separate from Flower Beauty, Barrymore has other Flower brands such as Flower Hair Tools, Flower Eyewear, and Flower Home, which are unaffected. 

Beauty Packaging Design Trends for 2025 and Beyond

Photo: Instagram/ Flower Beauty

Add us as a preferred source on Google

Get the latest Beauty Packaging news, insights and analysis in your Google Search and AI experiences.

Add Beauty Packaging as a preferred source on Google (opens in a new tab)

Keep Up With Our Content. Subscribe To Beauty Packaging Newsletters

Topics