Drew Barrymore Makeup

Drew Barrymore has worn just about every makeup trend out there in her 37 years, so it makes perfect sense that the multi-talented star would venture into the beauty biz. Drew's new cosmetics line, Flower, is set to launch in Walmart and at walmart.com in the US this month. But her collection isn't your typical drugstore variety.

"From the beginning, there was a philosophy behind the brand of, what did we want to do that would be different? Because mass makeup is so great right now; it’s really at the top of its game," Drew explained to Into the Gloss. So to set it apart from the rest, Drew's focus is on formula and packaging, in lieu of pumping dollars into advertising the product. Call it a hybrid of high-end and drugstore, if you will.

A little knowledge of (and passion for) the business never hurts, either. Being in the acting industry since she was a child, as well as her experience as a spokeswoman for COVERGIRL, has made Drew quite knowledgeable in the field. "I had saved all of my old-school makeup — like from forever and ever and ever ago — and put it in bins, hoping that one day, maybe . . . And now, I get to break it all out," she said. And Drew readily admits she'd love to see some '90s-era looks make a return. Break out the brown-toned liner.

Drew, always one to be a free spirit, takes this love-thyself approach into her new line, as well. "My motto for this whole thing [Flower] is, 'You're already beautiful, now let's play.' It's much more about empowerment and playfulness, rather than, like, 'Be a model, do this look, do that.'" Perfectly imperfect? Now that's something we can all get behind.

Update: Back in October, it was rumoured that Drew Barrymore would be launching a makeup line (see original story below) — and it turns out the rumblings were true. A nod to Flower Films, the production company that she co-founded in 1995, Drew's Flower makeup line will include products for the eyes, face, lips, and nails. Those lucky enough to be visiting the US can find it at Walmart next month.

Drew Barrymore already wears quite a few hats (actress, new mother, and COVERGIRL, to name a few), but the funny girl might be adding another title to her already impressive résumé: makeup maven. WWD reports that Drew, who has been the spokeswoman for COVERGIRL since 2007, is planning to launch a makeup line with US chain store Walmart in January. The actress has been working with Intercos, an Italian-based makeup and skincare supplier, to create a line for the department store from scratch. This not only marks the first time Drew has delved into the world of beauty marketing, but also the first time a brand will be developed for and sold exclusively at Walmart.

But what about Drew's tenure as a COVERGIRL? The actress's contract allegedly runs out in January, but P&G told WWD that she "continues to be a COVERGIRL," but that "as a rule, we don't discuss the details of our contracts with our celebrities and ambassadors." If Drew's makeup line is true and is as spunky as she is, we'll be welcoming it with open arms come January in the US.