Drew Barrymore’s cosmetics brand Flower Beauty is reportedly shutting down after 13 years in business.
The mass-market make-up range, co-founded by the American actress and incubated by beauty brand builder Maesa, has gone inactive on its website and social media accounts.
This would be the seventh beauty brand closure this year, following the shuttering of companies such as Ren Clean Skincare, Youthforia and Ami Colé.
Flower Beauty was founded in 2012, with a focus on colourful products, and was one of the earliest celebrity-backed brands to launch in the beauty space.
The range has been distributed at US retailers Walmart, CVS and Ulta Beauty.
However, the cruelty-free brand’s website is now inactive, while its last post on Instagram was on 17 December 2024.
Flower Beauty’s products have been heavily discounted on Ulta Beauty and are no longer available on CVS.
The brand’s reported closure comes as parent company Maesa confirmed to publication Beauty Independent that it was exiting the colour cosmetics category altogether.
"As part of our strategic evolution, Maesa has decided to exit the colour cosmetics category,” the company told Beauty Independent.
“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.”
Maesa reportedly plans to focus on faster-growing categories, such as skin care, body care, fragrance and hair care.
Lead image credit: Flower Beauty
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