Drew Barrymore's Brand, Flower Beauty, Is Reportedly Closing
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Flower Beauty, the makeup brand founded by actor Drew Barrymore, is saying goodbye.
According to Beauty Independent, the line, which made its initial debut at Walmart and later expanded to CVS and Ulta, will close its doors for good.
Barrymore partnered with beauty incubator Maesa on the makeup line, which included complexion products, multitasking lip and cheek sticks, and eye shadow. “Flower Beauty will always hold a special place in Maesa’s story. It was the first brand that Maesa incubated, in close partnership with its visionary founder, Drew Barrymore," reads a statement issued by Maesa to Beauty Independent. According to the statement, Maesa has decided to exit the color cosmetics category entirely. "This shift allows us to focus on areas with greater growth potential and align our resources with our core strengths and consumer demands. We have been fortunate to have Drew Barrymore as a great founder partner, and we are grateful for the incredible journey we have shared.”
Barrymore has not yet made an official statement regarding the end of Flower Beauty. She also runs Beautiful by Drew, a line of kitchen and home goods, plus Flower Eyewear and Flower Hair Tools (all Walmart exclusives). She also, of course, hosts a daytime talk show, The Drew Barrymore Show.
Flower Beauty's customers have noticed the brand's dwindling online presence for a while now; the Flower Beauty Instagram hasn't been updated since the end of 2024, inspiring comments from fans asking why specific products haven't been restocked. Similarly, the brand's future was brought into question on Reddit nearly a year ago, where users shared how much they loved specific Flower Beauty products. “Flower has been under-discussed for years and years. So good. Their blush is excellent," wrote one editor. It's worth noting that Flower Beauty scooped up a handful of Allure Best of Beauty awards throughout its 13-year run; the Wanderlust Eye Shadow Palette, Bubble Brow Tinted Wax, and Crush Lip Serum have all snagged top honors in the past.
While the Flower Beauty website is no longer functional, the line is currently on clearance at Ulta.com.
Allure has reached out to Maesa for comment.
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Now, watch this throwback video of Drew's must-have essentials:
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29 of October 2025
