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Drew Barrymore launching a beauty line makes sense. Drew Barrymore launching a beauty line called "Flower" makes sense. Drew Barrymore launching a beauty line at Wal-Mart? No so much. The LA-based actress knows this, which is why she's working with cool-girl beauty sites like Into the Gloss to promote the brand.
In a recent ITG profile, Barrymore explained Flower's philosophy and business model: "We don't spend millions and billions on marketing and advertising. Every penny we have actually goes into our formula and packaging. We're an upstart company at Walmart, which sounds like an oxymoron, I know. We are at the largest retailer in the world, but we are a new business." The 181-piece collection is "full of the things I loved the most from different lines, from over the years, things that were discontinued."
The star also shared some of her favorite pieces from the range. Given that she's "dying to bring back the nineties," Flower is filled with retro-inspired products, like the grunge-y Black Rose lipstick ($6.98) and a toffee lipliner ($6.98). Read more about the products and her diet ("I do a green drink every day") here.
· Flower by Drew Barrymore [Wal-Mart]
· The Face: Drew Barrymore [Into the Gloss]
· Is Drew Barrymore Really Launching a Beauty Line for Wal-Mart? [Racked]