Beautiful by Drew

What Beautiful by Drew does

Beautiful by Drew (legally Beautiful Brands LLC, operating under parent Sensio Inc. d/b/a Made by Gather) is a celebrity-branded houseware and home goods label created through a partnership between actress Drew Barrymore and Sensio Inc. The brand sells kitchen appliances, cookware, kitchen tools, furniture, bedding, bath, tabletop, and pet products, distributed exclusively through Walmart retail locations and walmart.com, with a direct-to-consumer website at beautifulbydrew.com that redirects purchase intent into Walmart's checkout. Its core technology differentiators include touch-activated display panels that illuminate only when in use, EverGood ceramic non-stick coatings free from Forever Chemicals (PFOA/PFOS), PrecisionSense blade technology in the 3-in-1 Kitchen System, and signature gold hardware across the product line. The brand pursues a product-led growth motion anchored on premium design aesthetics — soft matte finishes, contemporary colors, and gold hardware — designed to disrupt the traditional black/stainless steel kitchen appliance look. Pricing is unit-based, with visible SKUs ranging from approximately $29.96 (Hand Blender) to $139.00+ (9QT Air Fryer, Stand Mixer), with higher-priced sets and specialty items above that range. There is no subscription or recurring revenue component; the business is a pure hardware sales model. The primary customer segment is home cooks and families, with marketing focused on Drew Barrymore's social media presence (Instagram, Facebook), recipe content, email newsletters, and community-driven product feedback.

Name

Beautiful by Drew

Legal name

Sensio Inc. d/b/a Made by Gather

Website

https://beautifulbydrew.com

Company type

Private

Operating status

Operating

Short description

Beautiful by Drew is a celebrity-branded houseware label created by Drew Barrymore and Sensio Inc., selling kitchen appliances, cookware, tools, furniture, bedding, and home goods exclusively through Walmart in the United States.

Ownership category

akta.pro rank

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Kitchen Appliances: Sale of powered kitchen appliances including stand mixers, air fryers, coffee makers, blenders, kettles, rice cookers, and multi-functional kitchen systems. One-time hardware purchase with no subscription component.
2. Cookware: Sale of cookware products including Dutch ovens, fry pans, sauce pans, cookware sets, and specialty items like heart-shaped bakeware. One-time purchase model.
3. Tools & Gadgets: Sale of kitchen tools, gadgets, knives, and accessories including silicone tools, tongs, graters, and measuring sets.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Beautiful by Drew is a design-forward kitchenware and home goods brand that sells premium kitchen appliances (stand mixers, air fryers, kettles, rice cookers, blenders, ice cream makers, multi-functional systems), ceramic non-stick cookware, kitchen tools and gadgets, and home products (furniture, bedding, bath, tabletop, pet). Products feature proprietary touch-activated display technology, signature gold hardware, and contemporary soft matte finishes, sold exclusively at Walmart.

Product overview

Beautiful by Drew is a kitchenware and home goods brand created by Drew Barrymore, available exclusively at Walmart. The product portfolio centers on a range of premium kitchen appliances with innovative touch-activated displays and signature gold accents, including multi-cookers (3-in-1 Kitchen System, multi-cookers, rice cookers, air fryers), beverage appliances (kettles, coffee makers, ice cream makers), and mixing appliances (stand mixers in 5.3qt and 6qt sizes). The cookware line features ceramic non-stick sets free from Forever Chemicals (PFOA/PFOS), enameled cast iron dutch ovens and bread ovens, and the Hybrid Stainless Steel Nonstick Collection. Supporting product categories include silicone and stainless steel kitchen tools, furniture pieces (chairs, sofas, benches, tables), bedding, bath towels, tabletop items, and pet products. All products share design principles of contemporary colors, modern silhouettes, soft matte finishes, and signature gold hardware, with touch-activated displays featured across appliances.

Differentiator

Problem solved

Functional benefit

Products and services

• 3-in-1 Kitchen System An all-in-one kitchen appliance that transforms from a full-sized blender to a food processor to a personal blender in seconds, featuring a 1200-watt motor, five preset functions (Ice Crush, Chop, Dough, Milkshake, Smoothie/Clean), touch-activated display, and PrecisionSense Blade Technology. Designed for home cooks seeking versatile kitchen performance.
• 6qt Tilt-Head Stand Mixer with Attachments

Quantifiable outcome

• Makes up to 14 dozen cookies in one batch
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• WalmartcoreChannel Partner/ Reseller/ DistributorExclusive retail distribution partnership with Walmart for all Beautiful by Drew products. Products are sold exclusively at Walmart retail locations and walmart.com. This exclusive arrangement is a defining characteristic of the brand's distribution strategy.

Scale indicators2 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• Rachael Ray: Rachael Ray is a celebrity chef-backed cookware, tools, and kitchen appliance brand with multi-tier retail distribution. It competes directly in the same celebrity-kitchenware positioning as Beautiful by Drew, though with broader retail distribution beyond a single partner.
• Pioneer Woman: Pioneer Woman is a celebrity-backed (Ree Drummond) kitchen and home brand sold exclusively at Walmart, with overlapping cookware, kitchen tools, and home decor categories. It is the most direct comparable given the shared celebrity-endorser + Walmart-exclusive + multi-category home goods model.
• Ayesha Curry Kitchenware: Ayesha Curry is a celebrity-backed cookware and kitchen brand sold at Kohl's and other retailers, directly comparable in the celebrity-endorser mass-premium kitchenware positioning. Both target the same 'home cook / mom' demographic with design-forward products.

Broad incumbents

• SharkNinja: SharkNinja owns Ninja and Shark brands dominating air fryers, blenders, and kitchen systems with aggressive pricing and marketing. Both brands compete head-to-head in air fryers, blenders, and multi-function kitchen systems at similar mass-premium price points.
• KitchenAid: KitchenAid (Whirlpool) is the dominant stand mixer and small kitchen appliance brand, with broad multi-category retail distribution and deep R&D investment. Both brands compete in stand mixers, attachments, and small appliances; Beautiful by Drew's mixer explicitly supports KitchenAid-compatible hub attachments.
• Instant Brands (Instant Pot): Instant Brands popularized the multi-function kitchen appliance category with Instant Pot, and has expanded into air fryers, coffee makers, and related products. Both brands compete in multi-function countertop appliances and rice cookers at overlapping price points.
• Le Creuset: Le Creuset is the premium enameled cast iron cookware benchmark, with which Beautiful by Drew's cast enamel Dutch ovens and bread ovens directly compete on function and aspirational positioning. Both target the same home cook premium cookware segment.

Emerging players

• Our Place: Our Place is a design-led DTC cookware and kitchen brand famous for the Always Pan, comparable in design-forward premium positioning and direct-to-consumer marketing approach. Both brands target style-conscious home cooks and emphasize aesthetics alongside functionality.
• Caraway Home: Caraway is a DTC-direct ceramic non-stick cookware brand with strong design aesthetics and social media positioning. Both brands lead with non-toxic ceramic coatings (PFOA/PFOS-free) and modern design as primary differentiators.
• Made In Cookware: Made In is a premium cookware brand competing in the stainless steel and non-stick categories with chef-endorsed positioning. Both brands compete for the design-conscious home cook willing to pay a premium for elevated kitchen tools.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/cookwithbeautiful
• Instagraminstagram.com/beautifulbydrew

Compliance1 record

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 Beautiful by Drew