Flower Beauty

What Flower Beauty does

Flower Beauty is a cruelty-free cosmetics brand founded by actress Drew Barrymore in 2013, operating as a brand under the Maesa LLC corporate umbrella. The company offers a comprehensive mass-market makeup portfolio spanning eyes (eyeshadow, mascara, eyeliner, brow products), face (primer, foundation, concealer, powder, blush, highlighter, bronzer, contour, setting spray), and lips (lip color, gloss, liner, treatments), with products priced in the $8-$20 range. Notable proprietary formulations include the Plump Up Gloss Stick (2023 Allure Best of Beauty Award winner) with hyaluronic acid and castor oil, the Supernova Celestial Skin Elixir with a gel-to-oil delivery system and six antioxidant oils, and the Warrior Princess Mascara with an exclusive hourglass brush. Select products are certified vegan and gluten-free, with the brand maintaining 100% cruelty-free status since inception.

The business operates a dual-channel go-to-market model. Direct-to-consumer revenue is generated through the owned Shopify-based e-commerce platform at flowerbeauty.com, with features including account management, order tracking, a referral program offering $5 credits on qualifying orders, and free ground shipping above $30. Retail revenue flows through two named mass-market partners, Ulta Beauty and CVS Pharmacy, with dedicated branded shop pages on both retailers' e-commerce sites. The company fulfills orders from an Illinois distribution center and markets to a horizontal mass-market consumer segment positioning around accessible pricing, ethical manufacturing, and Drew Barrymore's celebrity association. Manufacturing occurs primarily in the United States for color cosmetics, with select accessories and palettes sourced from China and Canada. Geographic operations are limited to the United States.

Revenue mechanics are straightforward unit-pricing on physical consumer goods with no subscription, licensing, or enterprise contract components. The brand is privately held with no disclosed institutional funding, and the parent entity Maesa LLC manages e-commerce operations and legal structure from its New York office. The company is currently in a phase of active product line expansion, with four new product launches in 2024 across lip, face, and eye categories, alongside a separate Flower By Drew sub-brand.

Name

Flower Beauty

Legal name

Maesa LLC

Website

https://flowerbeauty.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Flower Beauty is a cruelty-free mass-market cosmetics brand founded by Drew Barrymore in 2013, offering affordable eyes, face, and lip makeup products priced $8-$20 through its own e-commerce site, Ulta Beauty, and CVS Pharmacy. The brand is operated under parent company Maesa LLC and targets value-conscious consumers seeking ethical, celebrity-endorsed beauty products.

Ownership category

akta.pro rank

Product category

Color Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Makeup Palettes & Sets (Curated Palettes, Gift Sets, Multi-use Kits) (CRABACAF)

Keywords

• Color cosmetics
• Cruelty-free makeup
• Eye makeup products
• Face makeup products
• Lip makeup products

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Direct E-commerce Sales: Revenue generated through direct online sales via flowerbeauty.com, the company's owned e-commerce storefront. Customers purchase directly through the website with options for account creation, order tracking, and promotional offers.
2. Retail Partner Sales: Revenue generated through sales at major retail partners including CVS and Ulta Beauty, where Flower Beauty products are sold both in-store and through their respective e-commerce platforms.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Flower Beauty is a cruelty-free color cosmetics brand that designs, manufactures, and sells affordable makeup products across eyes, face, and lips. The brand distributes through its own e-commerce site and major U.S. mass retailers CVS and Ulta Beauty, with celebrity-founder Drew Barrymore driving brand awareness. Product pricing generally ranges from $8 to $20.

Product overview

Flower Beauty is a cruelty-free cosmetics brand founded by Drew Barrymore, offering a comprehensive portfolio of makeup and beauty products. The product line spans three main categories: Eyes (eyeshadow palettes, mascara, eyeliner, brow products), Face (primers, foundation, concealer, powder, blush, highlighter, bronzer, contour, setting spray), and Lips (lip color, lip gloss, lip liner, lip treatments). Key products include the award-winning Warrior Princess Mascara, bestselling Supernova Celestial Skin Elixir, and 2023 Allure Best of Beauty winner Plump Up Gloss Stick. The brand positions itself as affordable luxury with a playful 'Let's Play' ethos while emphasizing quality, efficacy, and cruelty-free formulations. Distribution is through the company's e-commerce website and major retail partners CVS and Ulta.

Differentiator

Problem solved

Functional benefit

Products and services

• Warrior Princess Mascara Buildable, clump-free mascara that thickens, curls, and volumizes lashes for a soft fanned-out look, sold in Royal Black; 100% vegan and cruelty-free.
• Supernova Celestial Skin Elixir Revolutionary gel-to-oil skin elixir that hydrates, primes, and smooths skin with antioxidant-rich oils and pearlescent pigments for a soft ethereal glow.
• Plump Up Gloss Stick Gloss-balm hybrid that nourishes, hydrates, and comfortably plumps lips with buildable color and dewy finish; vegan and cruelty-free.
• Gloss Crush Lip Serum High-shine lip serum infused with avocado oil, raspberry seed oil, and rice bran extract; available in six crush shades.
• Cream & Chrome Eyeliner Duo 2-in-1 eyeliner combining ultra-blendable cream and chrome formulas for customizable day-to-night looks; available in five shade combinations.
• Ultralight Liquid Blush Gel-based tint that delivers a natural pinched-cheeks look with a superlight texture; available in five shades (Peachy, Cheeky, Poppy, Toasty, Wildberry).
• Bright-Eyed Under Eye Corrector Under-eye corrector that neutralizes and brightens dark circles; available in Light, Medium, Medium Deep, and Deep shades.
• Chrome Crush Pressed Pigments Gel-powder pressed glitter eyeshadow with fine micro-pearls and shimmering pigments for reflective, buildable dimension; available in six shades.
• Desert Lights Shadow Palette Bestselling eyeshadow palette with six creamy and shimmery shades inspired by desert colors; infused with micro-pearls for metallic finish with no fallout.
• The Skinny Microbrow Pencil Ultra-precise slim eyebrow pencil with 1.5mm tip creating fine hair-like strokes; features built-in buffing brush; vegan and gluten-free.
• Fiber Fix Brow Gel Weightless, fiber-infused eyebrow gel that sculpts, tints, and tames brows using a precision micro-brush for mistake-proof application.
• Forever Wear Eye-Lighter Universally-flattering creamy eye brightener that highlights and illuminates for bigger, brighter-looking eyes; waterproof and long-lasting.

Quantifiable outcome

• 15 million Spotify streams for song in lawsuit case (irrelevant to product performance)

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Scale indicators1 record

Recent moves4 records

Expansion highlights5 records

Emerging players

• Honest Beauty: Clean, cruelty-free beauty brand carried at Target and Ulta with mass-prestige positioning. Comparable ethical/clean positioning and broad distribution.
• Kosas Cosmetics: Clean beauty color cosmetics brand with Sephora distribution and ingredient-transparency positioning. Comparable on clean/cruelty-free ethos but priced higher (premium mass-prestige).

Direct peers

• Tarte Cosmetics: Cruelty-free color cosmetics brand with Ulta and Sephora distribution, strong in face and lips categories. Comparable ethical positioning and mass-prestige price band.
• ColourPop Cosmetics: Direct-to-consumer-first affordable color cosmetics brand with strong social media presence and Ulta distribution. Comparable in price points, DTC-plus-retail model, and digital marketing intensity.
• Fenty Beauty: Celebrity-founded (Rihanna) color cosmetics brand with broad shade ranges and mass-prestige positioning. Comparable in using founder equity to drive category-leading product launches.
• Milani Cosmetics: Affordable mass-market color cosmetics brand sold at Ulta, CVS, and Target. Competes on similar price points ($5-$20) and drugstore-shelf channel mix.
• e.l.f. Cosmetics: Mass-market affordable color cosmetics brand carried by the same retailers (Ulta, CVS) with comparable $5-$20 price points and cruelty-free positioning. Closest direct competitor in price and channel mix.
• Rare Beauty: Celebrity-founded (Selena Gomez) mass-prestige color cosmetics brand sold at Sephora and Ulta. Directly comparable celebrity-driven brand model with similar ethical/clean positioning.
• NYX Professional Makeup: Mass-market professional color cosmetics brand owned by L'Oréal, sold at Ulta, CVS, and Target. Competes head-to-head in price, distribution, and target demographic.

Others

• Maesa (parent) — other Maesa brands: Maesa LLC operates multiple celebrity and mass beauty brands; comparable portfolio companies share distribution, manufacturing, and operational infrastructure relevant to assessing Flower Beauty's cost structure and growth runway.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks2 records

Key highlights7 records

Customer concentration

• Xx.com/flowerbeauty
• YouTubeyoutube.com/flowerbeauty
• Facebookfacebook.com/RealFlowerBeauty
• Instagraminstagram.com/FlowerBeauty
• TikToktiktok.com/@flowerbeauty
• LinkedInlinkedin.com/company/flower-beauty

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Flower Beauty