After five years as the face of cosmetics giant Cover Girl, actress/producer/director and new mother Drew Barrymore has launched her own mass market beauty line called Flower.
A self-proclaimed ‘drugstore queen’, she spent that last year and half formulating the line: ‘I am the biggest lover of makeup on the planet,’ Drew said. ‘I have grown up in a make-up chair and then coming from being a Creative Director at CoverGirl, knowing what is right for marketing in makeup – for me, it was perfect timing to put all of those things together.’
Drew is promising that Flower will formulate high-performing, premium make-up of the highest quality at a price women can afford. ‘I love prestige makeup and I love mass makeup and with this line, I wanted to bring the two worlds together, ’ she says. ‘We have a different business model—we don’t spend millions and billions on marketing and advertising. Every penny we have actually goes into our formula and packaging.’
Acting as the face of the brand is certainly one way that Flower has cut costs, and the packaging, a chic mix of black and bone white with rose gold plating, was also designed by her.
Drew’s top picks for this season, during which she says she is ‘dying to bring back the nineties’ include the Black Rose Kiss Stick High Shine Lipstick and Toffee Line and Shine Lip Liner, the Zoom-in Ultimate Mascara, the quadruple-milled Flower Powder Up Loose Powder and the Nail’d it Nail Lacquer in Gorgeous Gerbera.
Flower is manufactured in the USA, never tested on animals and is now available on Walmart.com.