THE WHAT? Flower Beauty, the mass-market makeup brand co-founded by Drew Barrymore and incubated by Maesa, has closed after 13 years.

THE DETAILS The closure comes as Bain Capital-backed Maesa shifts away from color cosmetics to focus on faster-growing categories such as skincare, body care, fragrance, and haircare. Flower Beauty’s website and social media accounts have gone inactive, and products are now discounted at Ulta Beauty and no longer available at CVS. Industry data showed steep sales declines across product categories, with visibility and marketing support diminishing in recent years. Launched in 2012 and once generating an estimated US$50 million in annual retail sales, Flower Beauty initially debuted at Walmart before expanding to Ulta and CVS.

THE WHY? The shutdown highlights the challenges of sustaining celebrity-backed mass makeup brands in a competitive market where consumer attention has shifted toward skincare and fragrance. For Maesa, the decision reflects a strategic pivot to categories with stronger growth momentum, where it has recently expanded with brands like Fine’ry, Mix:Bar, and Niches & Nooks.

Source: Beauty Independent