Drew Barrymore's Flower Beauty Closes After 13 Years Exiting Color Cosmetics

Flower Beauty, the cosmetics line co-owned by actress Drew Barrymore and the beauty incubator Maesa, is closing after 13 years. The brand was one of the first celebrity-backed beauty lines to challenge major players in the mass market, with products sold at Walmart, CVS, and Ulta Beauty, often priced under $15. Maesa announced it is exiting the color cosmetics category to focus on areas with greater growth potential, such as skincare, body care, fragrance, and hair care, and has already divested other celebrity brands. Barrymore has not made a public statement about the closure, but continues to operate other brand lines including Beautiful by Drew and Flower Eyewear, primarily sold at Walmart. The decline of Flower Beauty was marked by a diminishing online presence and product availability, with fans noting the lack of restocks and social media updates since late 2024. Despite its closure, Flower Beauty received recognition during its run, including several Allure Best of Beauty awards.