The actress Drew Barrymore’s make-up line, Flower Beauty, is shuttering, its guardian firm Maesa instructed on-line publication Beauty Independent on Friday.
The line, based in 2012, was among the many earliest celebrity-backed magnificence manufacturers, and was distributed at retailers together with Walmart, CVS and Ulta Beauty. Much of its providing was below $15, with a give attention to vibrant merchandise.
In a press release offered to Beauty Independent, Maesa confirmed it was exiting the color cosmetics class completely, saying it might focus as an alternative on its “core strengths” that higher meet present shopper calls for.
That focus is probably going hair care and perfume; Maesa additionally manufactures the namesake hair care line by stylist Kristen Ess and the actress Ashley Tisdale’s hair and physique line Being Frenshe, which is on the market in Target, and the perfume line Fine’ry. Earlier this month, The Business of Beauty reported that Maesa will produce merchandise for the forthcoming Old Navy magnificence line. It additionally holds the license to fabricate Banana Republic’s perfumes.
Maesa has already divested quite a lot of different celebrity-backed manufacturers it incubated. It offered the hair model TPH to its eponymous actress and the model’s co-founder Taraji P. Henson, whereas Andrew Fitzsimmons, a star hairstylist, purchased his line again from Maesa in 2024.
Celebrity-backed and incubated manufacturers have seen a bumpier street lately. While some manufacturers with distinctive shopper relevance and skilful advertising, like Hailey Bieber’s Rhode and Rihanna’s Fenty Beauty, have soared, others have struggled to take care of their grip in an more and more aggressive panorama.
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