Flower Beauty
Budget“Drew Barrymore's drugstore floral house.”
Flower Beauty launched in 2013 as Drew Barrymore's drugstore makeup line, originally created exclusively for Walmart in partnership with Maesa, the same beauty incubator behind Hims & Hers and Kristin Ess. Barrymore co-developed the line and has been the consistent face of the brand for over a decade — one of the longest celebrity-founder tenures in mass-market makeup.
The Cheek Kiss Cream Blush and Dewy Lip & Cheek Stain are the franchise dupes, often compared head-to-head against Glossier Cloud Paint and Benefit Benetint at a fraction of the price. The range expanded to Ulta in 2022 and now includes complexion, color, and skincare. Flower Beauty's positioning sits between essence's ultra-budget and CoverGirl's mass-market — accessible enough for Walmart, modern enough to read like an indie brand on TikTok.
Known For
Flagship Products
- Cheek Kiss Cream Blush
- Dewy Lip & Cheek Stain
- Bitten Lip Stain
- Light Illusion Foundation
Brand Philosophy
Modern, dewy, accessible — celebrity-curated drugstore makeup designed to read prestige on TikTok at Walmart prices.
FAQ
For Brands & Creators
VerifiedPublic collaboration and press contact channels for Flower Beauty. Researched from official brand sources — always confirm before sending.
- Website
- flowerbeauty.com
- General inquiries
- [email protected]
- Press & PR
- [email protected]
- Phone
- 1-888-705-5955
- Contact form
- Open form
- Sold at
- WalmartBrand.comAmazon US
Drew Barrymore brand. Also [email protected] publicly listed. PR handled by DeVries Global for parent Maesa ([email protected]; individual contact Suhanee Patel [email protected]). Brand has closed / is dormant — Maesa exited mass color cosmetics in 2024-2025. Affiliate via Direct. Drew Barrymore's brand; Walmart exclusive in US