This week Drew Barrymore added one more line to her already impressive resume. The actress, producer, wife, and new mom of four-month-old Olive launched her beauty line, Flower, exclusively at Wal-Mart this week.
But just because Flower sells at Wal-Mart prices–all 181 SKUs (stock keeping units) are priced under $15–doesn’t mean Barrymore’s skimped on quality.
Flower is being billed as the “first and only color cosmetics line that can actually deliver on the promise of ‘luxury at mass.’” Unlike other cosmetic brands that spend a good chunk of money on advertising, Flower plans to spend zero. That’s right, zip. Instead, the brand has put that money into perfecting and refining its formulas and packaging.
And, as I tested out the products at last night’s launch event, I can say the proof is in the pudding. A simple eyeshadow compact, for example, from a typical mass makeup brand may contain only up to two to three components: A plastic top and bottom, with a hinge flip that costs pennies to make. Flower’s eyeshadow quad contains up to seven packaging components, including a rose gold base ring, lid with an emblazoned logo clasp, and separate gilded wells for each eyeshadow color.
Barrymore and Maesa, the beauty design and manufacturing firm she co-owns Flower with, have been very busy and you can see that this was a thoughtfully planned, and well-calculated line. I mean, you don’t launch in 1,509 Wal-Mart stores with a half-baked product range.
We sat down with Barrymore last night to learn a little more about how her four-month old daughter inspired her to create what she hopes to be a lasting, legacy beauty brand.
Fashionista.com: Is it hard to balance working and having a family?
You try to remember to do date night and keep it sexy and fun. It’s sweatpants and scrunchies everyday. I need an excuse to pull it together for my man. I’m like, “Oh, we’re going out?” Just give me five minutes. That’s all it takes. I don’t have more than five minutes.
What’s your favorite product to grab when you’re ready to go out?
We really labored over every single product, [all] 181 SKUs. We thought about it, formulated, packaged, fought for it with blood, sweat, tears, edited, and created. But I will pick one for you. I’m going to go with the Sheer Up Lip Tint crayon. It’s so good for daytime. But if I want to pick my eyes up at nighttime, it works well with a smoky eye. I like that versatility. Who has time to change it up?
Do you like doing your own makeup?
I do it every day. I love it. My best friends in life, most of them are the best makeup artists in the world. But they don’t do my makeup, I have just learned a lot of stuff from them. I’m talking over 20 years. I’ve always been unafraid of being playful. I see what they’re doing in fashion and the runway and it makes me feel better about being bold. While I may look like a freak at a concert, they’re making it look cool on the runway.
I wanted to create a line that is for everyone. We love insane color play. We love neutrals. We’re thinking about how to balance the two. As women, we’re not expressive every day of our lives. We really just want to do a few little things that make us feel our best so we can do other things.
Is there a ‘90s inspiration to the line?
There’s a ’90s inspiration in my makeup tonight [Ed’s Note: Drew was wearing the very 90’s combo of Black Rose and Toffee Lip Liner] but not the line. I like that I can pull from the line and do a bright coral lip and a pale eye. Or I can do a smoky eye and a pale lip.
Do you think that [your daughter] would aspire to work for the line?
Whatever she does in life, I will celebrate as long as it doesn’t hurt another person. I want to teach her to care and do her own research. One thing I love about makeup is legacy. I love what I learned at CoverGirl. I got a college degree, I wanted to use it. I would teach her to understand what byTerry did with Touche d’éclat. I would show her the Benefit girls who did a liquid blush back in the day in San Francisco and built their empire. [Ed’s Note: Color us impressed that Drew really knows her beauty.] I would want her to know that whatever you are doing, be passionate and be very studied about it. If you really care about it, know as much as you can about it. Who knows, she may have no interest in it.
We have yet to test out the full make-up range, but here are a few of our favorites so far:
–Flower Kiss High Shine in Black Rose: The shade Drew wore yesterday night. So perfectly 90’s and looks like it came off the set of The Craft.
–Flower Nail’d It: Peppy, poppy colors. As Drew says, “I don’t want to get a manicure and then have it look like I didn’t do anything.”
–Flower Zoom In Mascara: Comes with a twist-end that allows you to twist to change your mascara brush from volumizing to lengthening.
–Flower Petite Fleurs: A lip sample pen containing small “bullets” of lip product that you stack on top of each other. Change the order around to bring a different “bullet” to the pen’s tip.