Drew Barrymore’s Flower Beauty Shuts Down After 13 Years

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.

The affordable, cruelty-free range was lauded for its colorful, inclusive products and partnership with Maesa, one of the first independent brands to challenge large heritage CPG incumbents in the mass channel, Maesa noted. At its peak, Flower Beauty was generating millions in annual retail sales.

Yet as the makeup category matured, new challengers, especially direct-to-consumer disruptors and other celebrity/influencer-founded brands, nibbled away at market share. Why Now?…