What's Happening?
Flower Beauty, the makeup brand founded by Drew Barrymore, is reportedly closing. The brand, which debuted at Walmart and expanded to CVS and Ulta, was developed in partnership with beauty incubator Maesa. Maesa has decided to exit the color cosmetics category to focus on areas with greater growth potential. Flower Beauty's online presence has dwindled, with its Instagram inactive since late 2024, leading to speculation about its future. Despite its closure, Flower Beauty has been recognized with multiple awards, including 12 Allure Best of Beauty awards.
Why It's Important?
The closure of Flower Beauty reflects broader industry trends where companies are reevaluating their product lines to focus on more profitable segments. Maesa's decision to exit color cosmetics suggests a shift in consumer demand or market saturation in this category. The move may impact stakeholders, including retailers like Walmart, CVS, and Ulta, who carried the brand. Drew Barrymore's continued involvement in other ventures, such as Beautiful by Drew and Flower Eyewear, indicates her ongoing influence in the lifestyle and beauty sectors.
What's Next?
As Flower Beauty closes, Maesa may redirect resources to other areas with higher growth potential, possibly expanding into skincare or wellness products. Drew Barrymore may focus on her other business ventures and her daytime talk show. The beauty industry may see further consolidation as companies streamline operations to adapt to changing consumer preferences. Retailers may need to adjust their inventory strategies to accommodate shifts in brand availability and consumer demand.
