Drew Barrymore To Launch ‘Flower’ Beauty Line

Mimi ON Dec 14, 2012 AT 3:34 pm

Drew Barrymore with Flower beauty line

Back in October we mentioned that Drew Barrymore was due to launch her own beauty line, but with details scarce and images non-existent, we were left to speculate what the actress would come up with. And now we find out.

The make up range of over 180 products has been designed for Wal-Mart and is named ‘Flower’. Senior director of Maesa, the company behind Flower,  Petra Tucker-Moss explained that despite the price points, “We are a line of star products. There is not one item we compromised on.”  Along with lines of lipsticks and eyeshadows, Flower includes a “true” BB Cream, an Ultimate Mascara and a Powder Up loose powder. Of the Flower BB Cream, Tucker-Moss said, “It is not the new version, which is really a marketing twist. They are tinted moisturisers. Ours is an actual treatment cream that addresses everything from blemishes to enlarged pores”.

Housed in white and rose gold packaging, Flower is “so luxurious but also approachable”.

For Barrymore, Flower couldn’t have come at a better time. Not only is her contract with Cover Girl almost at an end, she is also close to giving birth which has paused her typically busy movie-making schedule.

Flower cosmetics by Drew Barrymore

Drew explained, “I didn’t want to be the kind of mom who didn’t know how to cook. This last year when I’ve been developing this, there wasn’t any films, there wasn’t anything else,” she said. “This was something that we really dedicated ourselves to, and we couldn’t have pulled it off in this way otherwise in this amount of time. It was really my sole project, and I don’t want to do things where I am just checking in and out. I really do everything at infinite percent.”

Barrymore is not just another name attached to a brand however, “This is not a celebrity brand,” said Oshry. “This is a brand that was built by business people that have a passion for this particular segment of the market. Drew is an owner and one of the founders of a new color cosmetics line.” To Wal-Mart’s Bauza, that involvement is key. “We have not seen success when you have celebrities just put a name on something,” she said.

Curious to know what lies in store for her film-making, Barrymore explained,  “I’m going to see, especially as a new mom, where my life is headed. It is an interesting precipice for me of how do I want to live the rest of my life. I know what I’ve done up until this point. If you look, I haven’t been working at the same pace recently because I’ve been doing it for 36 years. Your priorities continue to shift and change,” she said “All other things come and go. This is real right now. It really does have my time and focus.”

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