Beauty Industry

Drew Barrymore Closes Flower Beauty

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

September 29, 2025

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The brand’s website and social media accounts are no longer active.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.