January 24, 2013 Beauty, Makeup

Flower: Drew Barrymore Launches Her Own Mass Market Beauty Line


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

Flower by Drew Barrymore

Flower Kiss Stick High-Shine Lipstick
Flower Line & Shine Lip Liner
Flower Zoom-In Ultimate Mascara
Flower Powder Up Loose Powder
Flower Nail’d It Nail Lacquer

Deepika Padukone In Prabal Gurung - 58th Idea Filmfare Awards

Deepika Padukone In Prabal Gurung – 58th Idea Filmfare Awards

Jenna Elfman In Rodarte - ‘1600 Penn’ White House Screening

Jenna Elfman In Rodarte – ‘1600 Penn’ White House Screening

17 Responses to Flower: Drew Barrymore Launches Her Own Mass Market Beauty Line

  1. cynta February 23, 2013 at 2:00 am #

    I hope they bring the line to Canada eventually. I’m sooo curious to try

  2. Rebecca January 29, 2013 at 12:59 am #

    I think the name was smart considering her production company, and there are literally thousands of flower names to choose from. I think most brands get caught in generic names of products, especially drugstore names. We end up with names like berry blush or mauve pink. I think the packaging and names are all cheerful and easy on the eyes.

  3. Penny January 28, 2013 at 7:06 pm #

    Drew, I would love it if you would make a blue mascara, not black blue and not bright blue – somewhere in between, so when you put it on it actually looks blue not black, but not the royal blue of mabeline. there are so many blue eyed fair skinned women looking for this color and I know your products will be excellent. I am going to buy the brown only because I can’t find a blue anywhere and I know you really care and I am sure your products will be excellent and affordable. I am buying your products because it is you who is making them

  4. EmmaWoodhouse January 26, 2013 at 7:51 pm #

    She looks pretty in the picture.

  5. Haley January 24, 2013 at 11:10 pm #

    I’ve honestly been waiting for this. She seems like the type that would’ve done this a long time ago. I do want to try her BB cream. But Walmart?

  6. Rachel Marlowe January 24, 2013 at 7:55 pm #

    Petra Tucker-Moss, Senior Director of product development and marketing at Maesa, the cosmetics manufacturing group Drew has partnered with, says Flower’s BB cream is a ‘true BB cream. It is not the new version, which is really just a marketing twist. They are tinted moisturizers while ours is an actual treatment cream that addresses everything from blemishes to enlarged pores.’

  7. Malinda Jane January 24, 2013 at 6:58 pm #

    I bought the BB cream to give it a try. She has said that it wouldn’t be just a tinted moisturizer like other drugstore BB’s tend to be, so for 12 bucks it’s worth a try.
    I’ve heard mixed reviews about the products and the packaging is a littler cheaper looking than in photos but it’s still more chic than a lot of low-end brands. I’m always up for trying new products and I love Drew.

  8. Kathy January 24, 2013 at 6:41 pm #

    Flower as a brand name? Seriously? The products look sleek and chic, but I cannot get past the name. Agree with Anj, it’s generic and has no thread of individuality.

  9. Amy January 24, 2013 at 6:29 pm #

    I cringe whenever I hear celebs doing those kind of stuff but I’ve only read positive things about her products, so good luck to her !

  10. Anj January 24, 2013 at 6:24 pm #

    I like the packaging and lettering (font) but I don’t like the name. It’s too generic. In all honesty, when you’re trying to choose a name brand, you can’t pick something so generic no one could find it if they looked it up in a search engine.

    • Rachel Marlowe January 24, 2013 at 6:31 pm #

      The name of the line is a nod to Drew’s long running production company.

    • Amy January 24, 2013 at 6:32 pm #

      Actually, Drew has always called her “brand” flower. I don’t know if you know that but her film production house is also called Flower Prod so I guess it makes sense that her cosmetics line is called the same. She probably has an obsession about flowers.

    • Malinda Jane January 24, 2013 at 6:54 pm #

      I think she chose the name Flower because she also has a production company called Flower Films which has produced a lot of her movies, so this cosmetics line is an extension of that “brand”

    • julyol1972 January 24, 2013 at 7:08 pm #

      I agree with you but I think she choose the name because for many years Drew wore daisies in her hair. That was something she was associated with, so I get it.

  11. J January 24, 2013 at 6:14 pm #

    No animal testing! yay!

    • Amy January 25, 2013 at 12:30 am #

      That’s great, isn’t it? we need more products like these.

    • Beta January 25, 2013 at 8:53 am #

      I was thinking “another celebrity brand” but I appreciate a lot that it’s produced in the US (good-controlled work conditions for the manufacturers) and not tested on animals

      and the stuff is VERY affordable 😀

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