Drew Barrymore’s beauty brand, Flower Beauty is closing after 13 years in business, originally reported by Beauty Independent.
The brand has gone inactive on its website and social media accounts, with its last post on Instagram being December 18th, 2024.
In a statement provided to The Business of Beauty, its parent company, brand incubator Maesa, confirmed it was exiting the colour cosmetics category entirely, saying it would focus instead on its "core strengths" that better meet current consumer demands.
Flower Beauty was founded in 2012, with a focus on colourful products, and was one of the earliest celebrity-backed brands to launch in the beauty space.
"We have been fortunate to have Drew Barrymore as a great founder partner, and we are grateful for the incredible journey we have shared," Maesa said in a statement.
Maesa reportedly plans to focus on faster-growing categories, such as skin care, body care, fragrance and hair care.
At the time of publication, Flower Beauty is still available to shop via Chemist Warehouse in Australia, here.
Image credit: Flower Beauty
