After 13 years on the shelves of Walmart , Ulta Beauty , and CVS , Drew Barrymore’s pioneering color cosmetics brand, Flower Beauty , has officially closed its doors.
The news, first reported by Cosmetics Business , comes as brand incubator Maesa exits the color cosmetics category, reflecting a major shift in the dynamics of celebrity-led beauty and U.S. mass market makeup. Why Did Flower Beauty Shut Down? The closure comes after months of digital and retail warning signs.
gone inactive, while its Instagram last posted on December 17, 2024 . Products have been steeply discounted at Ulta Beauty and are no longer stocked at CVS, intensifying industry speculation that something big was coming.
"As part of our strategic evolution, Maesa has decided to exit the colour cosmetics category,” the company said i n a statement. “We have been fortunate to have Drew Barrymore as a great founder partner, and we are grateful for the incredible journey we have shared,” adds the company.
The move comes as Maesa pivots to focus on higher-growth segments— skincare, body care, fragrance, and hair care —and away from the increasingly saturated and competitive color cosmetics market.
The Flower Beauty Legacy: From Startup to Mainstream Disruptor Launched in 2012 , Flower Beauty quickly stood out as one of the earliest and most successful celebrity-backed mass-market beauty brands…
