Drew Barrymore On Her Beauty Journey & New Flower Beauty Line

Crow’s feet. Gray hair. To Botox or not to Botox. Ahh aging. Drew Barrymore Flower Beauty

Beauty challenges aside, there is one lovely benefit to seasoning with time: The ability to look back at events in one’s life and see how the germination of little passions and ideas took hold to become something much larger. For me: I was the young girl who slept in her new clothes — shoes and all — so I suppose it wasn’t too surprising that one day I would eventually find myself in the world of fashion.

For Drew Barrymore, her recent launch of Flower Beauty Makeup and Cosmetics blossomed (pun intended) out of the indelible memories as a wide-eyed young girl watching fellow actresses in the makeup chair getting made up for their roles.

“There was the little girl who loved watching women getting dressed in the [movie] trailers … and the transformative moment stayed with me,” said Barrymore at the recent Lucky FABB conference in Los Angeles.

In fact, many of the Hollywood beauty trailer favorites are items that Barrymore has either updated or hopes to reinvigorate in her line, carried exclusively at Walmart.

Items such as Kohl eyeliner. “I want to bring that back,” said Barrymore.  “And I liked the pan sticks, but they seemed to just disappear [from the market].”

Barrymore is on to something– if the online pleading for Max Factor’s beloved Pan Stik is any indication. The Max Factor stick, credited as the first makeup developed for technicolor film, is apparently no longer made in the U.S. and is, instead, available only at online retailers. Make Up For Ever does make a pan stick and others brands have similar products, but it’s still more of a specialty item.

Barrymore’s answer to that: Flower Beauty’s Skincognito concealer. “If someone said ‘You’re going to a desert island and can only take one thing’ It’s my concealer or just kill me now,” she said. Next on the list: The Khaki Shimmer eyeliner.

Drew Barrymore Flower Beauty

Drew Barrymore demonstrating products from her new Flower Beauty line at LuckyFABB.

While her obsession with beauty products started at a young age, it burgeoned when she became a Covergirl model and spokeswoman.

“I’ve been on a beauty journey,” said Barrymore. “And then Covergirl called and I said ‘How can we do this differently and be authentic in the beauty world?’ and they made me a co-beauty director.”

And now it’s come full circle with her own line. While trendy buzzwords such as “authentic” and “organic” are starting to sound anything but that, when it comes from the utterly relatable Barrymore, it feels sincere and even refreshing. And dare we say it? Well, Organic. One senses that this was a venture born out of a true passion, not a simple licensing opportunity.

Barrymore has had her hand in every aspect of the business and, in turn, every sample quite literally smeared on her hand.  The brand, which currently offers 181 products, features modern, clean white packaging and luxe-looking rose gold accents that belies the brand’s affordability. Nothing is over $14. “I wanted to do prestige at mass,” offered Barrymore. To keep costs down, she said the company chose not to invest in splashy advertising.

While many of the products for the initial launch are in keeping with more wearable, everyday palettes, makeup fanatics need not worry: Barrymore promised that there are plenty of fashion colors coming into the mix for upcoming seasons, such as bolder eye shadows that will hit the shelves in the third and fourth quarter of this year.

Drew Barrymore Flower Beauty  drew in lab


Her biggest beauty secret, however, won’t be found in her new brand. As a new mom and business owner Barrymore has gleaned so much more out of her beauty journey than can be offered in a makeup trailer, spokesmodel position or even one’s own line sold at the world’s largest retailer. Her secret: The magic of a life well lived.

Said Barrymore, “It’s the inside, that’s where the poison or the sunshine lays.”

We know that no pan stick can cover up the blemishes of unhappiness. But, hell, a little Skincognito concealer from Flower can’t hurt.

Flower Cosmetics can be purchased on walmart.com. Go to flowerbeauty.com to read more about the line, see Drew’s behind-the-scenes beauty journey, get tips and more!

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Author:Michelle Dalton Tyree

Fashion Trends Daily is the brainchild of Michelle Dalton Tyree. She is the former West Coast Retail Editor for Women’s Wear Daily, Fashion Editor for The Japan Times, and founder of former L.A. luxury boutique Iconology. Michelle is frequently quoted about fashion retail trends in major media outlets such as NPR, KPCC, The Inside Source and the New York Times. She has developed content for many luxury brands and retailers and has written for Allure, Worth Global Style Network, Footwear News and other media outlets.