The actress Drew Barrymore’s makeup line, Flower Beauty, is shuttering, its parent company Maesa told online publication Beauty Independent on Friday.
The line, founded in 2012, was among the earliest celebrity-backed beauty brands, and was distributed at retailers including Walmart, CVS and Ulta Beauty. Much of its offering was under $15, with a focus on colourful products.
In a statement provided to Beauty Independent, Maesa confirmed it was exiting the colour cosmetics category entirely, saying it would focus instead on its “core strengths” that better meet current consumer demands.
That focus is likely hair care and fragrance; Maesa also manufactures the namesake hair care line by stylist Kristen Ess and the actress Ashley Tisdale’s hair and body line Being Frenshe, which is available in Target, and the fragrance line Fine’ry. Earlier this month, The Business of Beauty reported that Maesa will produce products for the forthcoming Old Navy beauty line. It also holds the license to manufacture Banana Republic’s perfumes.
Maesa has already divested a number of other celebrity-backed brands it incubated. It sold the hair brand TPH to its eponymous actress and the brand’s co-founder Taraji P. Henson, while Andrew Fitzsimmons, a celebrity hairstylist, bought his line back from Maesa in 2024.
Celebrity-backed and incubated brands have seen a bumpier road in recent years. While some brands with exceptional consumer relevance and skilful marketing, like Hailey Bieber’s Rhode and Rihanna’s Fenty Beauty, have soared, others have struggled to maintain their grip in an increasingly competitive landscape.
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