What is the story about?
What's Happening?
Flower Beauty, the makeup brand founded by Drew Barrymore, is set to close after 13 years in operation. The brand, which initially launched at Walmart and later expanded to CVS and Ulta, will cease operations according to Beauty Independent. The closure comes as Maesa, the beauty incubator that partnered with Barrymore, decides to exit the color cosmetics category entirely. Maesa's statement highlights a strategic shift to focus on areas with greater growth potential. Despite the closure, Barrymore continues to manage other ventures, including Beautiful by Drew, Flower Eyewear, and Flower Hair Tools, all exclusive to Walmart. The Flower Beauty website is no longer functional, and products are currently on clearance at Ulta.com.
Why It's Important?
The closure of Flower Beauty marks a significant shift in the beauty industry, particularly in the color cosmetics sector. Maesa's decision to exit this category reflects changing consumer demands and the need for companies to adapt to market trends. This move could impact retail partners like Walmart, CVS, and Ulta, who have carried Flower Beauty products. Additionally, the closure may affect consumers who have been loyal to the brand's award-winning products. Drew Barrymore's continued involvement in other business ventures suggests a strategic pivot, potentially influencing her brand's future direction and market presence.
What's Next?
As Flower Beauty products are phased out, consumers may seek alternatives from other brands. Retailers like Ulta and CVS might adjust their inventory to fill the gap left by Flower Beauty. Drew Barrymore's other ventures, such as Beautiful by Drew and Flower Eyewear, may see increased focus and expansion. Maesa's shift away from color cosmetics could lead to new product developments in areas with higher growth potential, impacting the beauty industry's competitive landscape.
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