After a 13-year run, Flower Beauty, Drew Barrymore's mass-market makeup line incubated by Maesa, is shutting down.WHO: Drew Barrymore launched Flower Beauty in 2012 with beauty incubator Maesa, initially as a Walmart exclusive, and later rolled out to Ulta Beauty and CVS. The range included roughly 200 products across complexion, multitasking lip and cheek sticks, and eyeshadow priced around $15.Maesa was founded in 1997 in Paris, expanding to the US in 2007 and becoming a leading global provider of beauty brand incubation and strategic outsourcing across beauty categories through a vertically integrated operation. Bain Capital took a majority stake in the business in 2019. The business has incubated a stable of brands that include Kristin Ess, Fine’ry, Being Frenshe, Hairitage, ITK, Mix:Bar, Kōze Place, and others.WHY: There were signs that the brand might be closing, with its official website no longer active, social platforms dark since the end of 2024, and products on clearance at Ulta Beauty.IN THEIR OWN WORDS: In a statement via email Maesa shared, "Flower Beauty will always hold a special place in Maesa’s story. It was the first brand that Maesa incubated, in close partnership with its visionary founder, Drew Barrymore. Born in 2012, Flower was one of the first independent brands to challenge large heritage CPG incumbents in the mass channel. As part of our strategic evolution, Maesa has decided to exit the color cosmetics category. This shift allows us to focus on areas with greater growth potential and align our resources with our core strengths and consumer demands.