Fragrance house

FlowerBeauty

Flower Beauty was born in 2012 through the collaboration of Drew Barrymore and Maesa, with its retail launch announced in January 2013 by Barrymore, Walmart, and Maesa. Barrymore’s experience working with makeup artists and on formulations informed the line, while Maesa described Flower Beauty as her creative vision. The brand framed its cosmetics and tools around accessibility, playfulness, empowerment, and everyday use, and stated that it had been cruelty-free since launch. In 2013, Flower Beauty received Beauty Inc’s Newcomer of the Year: Mass award, presented to Barrymore and Maesa. It launched in the United Kingdom through Superdrug at the end of 2018. In 2019, Bain Capital Private Equity agreed to acquire a majority stake in Maesa, the incubator behind Flower Beauty. Flower Beauty closed in September 2025 after Maesa decided to exit the color-cosmetics category; Maesa described it as its first incubated brand and thanked Barrymore as its founder partner.