Drew Barrymore: Flower Beauty

Unlike modern pop-up influencer ventures, Drew Barrymore successfully managed her mass-market cosmetics brand Flower Beauty for an impressive 13-year run following its 2012 launch. Despite achieving massive mass-market accessibility through Walmart, CVS and Ulta Beauty, its incubator Maesa - backed by Bain Capital - made the strategic decision to exit the colour cosmetics category. The company confirmed in September 2025 that the line was shutting down, noting in an official statement that "Flower Beauty will always hold a special place in Maesa's story".