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Drew Barrymore Goes for Flower Power with a New Cosmetics Line

Posted: December 14, 2012

Teaming up with beauty development and marketing company The Maesa Group, actress Drew Barrymore is making her debut in the beauty industry as a brand owner, launching a color cosmetics line called Flower that will be available exclusively in Walmart stores and on walmart.com.

Previously, Barrymore has worked as a spokesperson for the Lancôme and CoverGirl beauty brands, but reportedly wanted to get more intimately involved in the business, development and success of a the beauty brand she was working with, leading her to the launch of Flower. As her contract with CoverGirl ends in January 2013, the timing was opportune for Barrymore to work on this new launch.

Also set to release in Walmart in January 2013, the Flower color cosmetics line will aim to offer a more luxury experience at the mass level, according to Maesa president Scott Oshry, as they’ve seen this as a gap in the beauty marketplace. And the deal with Walmart will make the line widely available to consumers. Carmen Bauza, vice president of beauty and personal care at Wal-Mart Stores Inc., has noted that the store has desired more aspirational beauty products and found Flower fit the bill.

Currently, the line includes 181 SKUs with 16 nail products, 44 eye products, 51 lip products and 70 products, all with custom formulations. And Barrymore reportedly intends to stay very involved in the line, including its development of products, its marketing and retailing, and beyond.