Drew Barrymore


“We’ve been working on this line [Flower] for a year and a half. And nine months of that year-and-a-half—which is pretty much the majority of it—I was pregnant. So, it was very romantic in that way. I just kept thinking about, on one level, what women want. On another level, you know, I would love this to be a big company, if we could ever be successful enough to continue on, I wonder if my daughter would one day want to be involved. Not knowing who she’s going to be, or what she’ll want to do, I just liked the idea of a legacy. You know? I really admire these multi-generational companies that you have in fashion and beauty, so I was like, ‘I wonder if I’m building something like that, and that one day... could it ever be?’ It was a nice driving force.

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. Prestige makeup has always been great, but there’s such a discrepancy, formula-wise and financially, between the high and the low. I was really out to see if we could build a bridge between the two. We have a different 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. It’s not unlike being a [film] producer, where you have to get creative about how you’re going to market and promote movies. And then coming from being a creative director at CoverGirl, knowing what is right for marketing in makeup, and being in a makeup chair since I was six years old, and that great aspirational, fun, playful world that I’ve just always loved—for me, it was perfect timing to put all of those things together.

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. I get to curate a line that’s full of the things I loved the most from different lines, from over the years, things that were discontinued… or just thinking, ‘What if this could actually be like this,’ or if I could combine those two things into one.

I'm dying to bring back the nineties. I love that Pop magazine shoot [from the November 2008 issue; photo 3]. It’s so fun, so nineties. I want that red hair color back, actually. And the lips—we actually have a color in the line that’s emblematic of that, Black Rose. I think [the nineties influence] definitely shows up in the line. First of all, you want a toffee lip liner. That and Black Rose are two colors I’ve been wearing a lot, to bring back the nineties. Our Plum lip liner is great for that, as well. I made all of the lip liners with our lab so that they wear really well as lipstick, too—which, again, is really nineties. That’s what we did in the nineties; we wore lip liner as our lipstick!

I am the biggest lover of makeup on the planet, but I love taking off my makeup and having a fresh face and letting my skin breathe. I don’t wear makeup all day long, every day. I love letting my skin breathe—you have to. But I love going out, and doing a little dot of concealer, and a kiss of something on my lip, and using the lip [product] on my cheek—just having those two items and running out the door. I actually always just double my lipstick as a cheek tint; it’s so great, so easy. I use concealer under my eyes, and then always a little on my chin, sometimes around my nose, and then wherever the red spots are that day. It’s like, ‘How are they moving around like that? Yesterday one was here, today it’s there.’ It’s like, constellations in the sky—I’m amazed.

For me, I need my time alone in my bathroom or my closet. I dance around and put makeup on, listen to music, and have these really free, fun, silly moments. I love the idea that girls are like that: we’re fun and silly, and expressive. Then we go out into the real world, outside of that very safe shell of ‘I get to do whatever I want, nobody’s looking at me,’ and kind of fight to protect that sweet, innocence and fearlessness. I like a sense of playfulness, and we shouldn’t lose that in business or in life. 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.’ You know? We are who we are—we should celebrate that. Stop fighting it, be silly, do what makes us feel beautiful. Happiness is the best makeup, period. When I’m a good person that day, that makes me feel happy. I feel attractive when I make my husband laugh. [Laughs] I really do. I’m like, zinga, I feel so sexy! And I’ll be in sweatpants and a scrunchie, and I’m like, ‘Oh man, I just made him laugh. That’s hot!’ I like to play. I mean, come on. We could get hit by a bus tomorrow, and we’re going to have played it safe and conservative? Forget it. I want to try every hair color, I want to paint my face crazy colors for an M.I.A. concert, I want to work with CoverGirl and everything in-between. I don’t care what people think or say, I want to live. I want to have fun! We worry so much in life; I want to worry less.

Skincare-wise, I’m obsessed with Dickinson’s Witch Hazel wipes. They’re like facials on-the-go; I buy them at the drugstore. They completely help keep my skin clear. They’re awesome. You want the individually packed ones—for some reason the other ones don’t work as well. And I can’t live without Aquaphor. I put it on my lips like it’s going out of style. I have the tiny tube, I have the industrial tube, I have the tub—I have all of it. I love Aquaphor. I love a Mason Pearson brush—I would die without my Mason Pearson. I never do anything with my hair except for brush it out, and hope for the best. Those three things I’m obsessed with.

I get my hair colored by Tracey Cunningham. I’m sure I’ll change the color soon; I can never sit still. But I think I told myself I wasn’t allowed to change it for one year, so I have to figure out exactly when I got this color. I was messing with it too much, and it was kind of disintegrating. I think that was from when I did blond hair and black tips around five years ago, for the Whip It press tour: Tracey and I dyed my hair white blond, cut it at the shoulders, used a ruler, put black dye on the ruler, and put Vaseline in the hair to the edge of the ruler so the color wouldn’t bleed up. As soon as I finished that tour, I had to go back to [shoot] CoverGirl, and the black tips were not very CoverGirl; I had to cut it all out. So, I’ve been growing my hair out since then, and it just took forever to grow out. I kept coloring it, but I just need to leave the poor follicle alone. ‘Give a guy a break,’ that’s what my hair is saying. I was using the Pureology line—their shampoo, conditioner, and the leave-in mask—to help it get better. But if you put too much protein on your hair, in the form of conditioners, creams, masks, then that’ll damage it, too, so there’s a limit.

In terms of my diet, I do a green drink every day; I’m obsessed with the green drink. [I do it at home] or go somewhere and buy one. It’s like my favorite thing in the world, my green drink. [Laughs] And then I eat a lot of vegetarian food, because I was a vegetarian for most of my life. But then I love a good steak. I’m all over the map. Consistency is not my strong suit—except for in work, and now with my family.

[My husband Will Kopelman] and I have fashion veto power. He came down in a t-shirt one day, and I was like, ‘That is awful. I hate that t-shirt!’ [Laughs] I don’t even know what it was! Apparently it was this skateboarding company. It was anything but cool. What did he veto of mine the other day? My rad eighties-style nameplate necklace—it said ‘Olive,’ our daughter's name. He was like, ‘No, please!’ He’s much more conservative than I am, and yet he is the guy who has some tattoos and is definitely more drawn to a woman who’s a bit edgier. Sometimes I don’t know how he ended up with me. Like, how are you not with some nice, thin, tall Upper East Side girl? Like, this doesn’t make any sense. Why are you with the girl in the scrunchie doing like, a ho-down dance in your bedroom making you laugh? But I’m so glad that that’s what he likes; he celebrates who I am."

—as told to ITG

Drew Barrymore photographed by Emily Weiss in New York on January 14, 2013. 2: Drew at her Flower presentation; 3: Drew in Pop magazine, November 2008; 4: Flower makeup (including Luxury Lip Color in Chocolate Lily, Shine On Lip Gloss in In the Gardenia, Kiss Stick High-Shine Lip Color in Black Rose, and Line & Shine Lip Liner in Toffee).

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  • http://nomadic-d.blogspot.com/ Nomadic D.

    Loved this! Drew is just so damn cute! And who knew that one of these interviews could be so inspiring, but leave it to Drew to magically be both adorable and wise. Wish I could just squish her.


  • fairytalesandcoffee

    I like Drew Barrymore. It's weird and unusual how she has the SAME EXACT face since she's been a small child. That face has not changed! Love who she has grown into and all the business side projects she's been a part of. She could have easily turned out a a true hollywood story but didn't. I hate celebrity beauty lines and have not been tempted to try one out, but would like to with this one. Speaking of which, I sniffed Salma Hayek's Nuance haircare line and boy was I intrigued...That's two to try out.

  • http://www.facebook.com/stelladallas Alice Dennard

    I have always been totally smitten with Drew Barrymore. She's so gorgeous and fun. Love love love.

  • Mollie Parks

    Thanks for this interview! I have always loved Drew's carefree attitude toward Hollywood, fashion, and life. She seems like a hilarious individual. Loved it!

  • Nau

    Could you post the colors of the Flower Lipsticks, lipliner and lipgloss in the last photo? Thank You

    • Harlowrose

      Not sure about the liners, but the lipsticks are Velvet lipstick in Tender Tuberose, and High Shine lipstick in Black Rose.

  • Marcela Cristovao

    Love this post!
    I think Brew Barrymore is great. She just seems to have this genuine passion for life that is contagious.
    Its exiting to know that she now has a makeup line. I am certainly curios and anxious to try it out.
    Emily as always, another fabulous post!

  • http://www.facebook.com/drew.martino Drew Martino

    She has always been an idol of mine. And not just because we share a first name. Love her and love this post!

  • http://www.facebook.com/profile.php?id=100002985385288 Melissa Princcess

    yes! drew barrymore is my favorite actress. Ever After- come on, who cannot love that fairy tale?! And her makeup line is awesome- and affordable!

    • dresspw

      And all that glitter and the wings? Perfect 90's princess moment.

  • k80

    I just died and went to heaven as soon as I saw who the latest 'Face' is! Drew is always so inspirational, every interview I read is full of her zest for life and I find it so contagious. I can't wait to try the makeup line, if I can get my hands on it in the UK. Love!

    • http://anothermagpie.tumblr.com/ Twentysomething Creative Type

      Yes EXACTLY. A fantastic Face. I wasn't even excited about this "Drew Barrymore has a makeup line!" thing--but now I'm in such a swoon that I've gotta get out there and buy every damn thing. Walmart or no Walmart.

      Pact to self, gotta be that vivre when I'm pushing forty!

  • http://www.tomorrowtodayblog.com/ Rita

    ahhh i adore drew. and she looks so gorgeous in this post! thanks for sharing. i just wish this line was available somewhere other than walmart!

  • Rachel

    I really wish her cosmetics line was being sold by some other store, any other store. I am really uncomfortable with buying a product with Walmart as the middleman. Walmart is an awful corporation and Flower's affiliation with them guarantees that I will never get to try these products.

    • ClosetCravings

      I was really disappointed about the line being sold by Walmart too. I'm kind of surprised that Drew would work with the company.

  • http://reddysteadygo.tumblr.com/ Sindhu R.

    I am actually not a big fan of Drew Barrymore. Her style has never been that interesting or appealing to me and her ideologies as well seem...practiced. I am however, excited about this beauty line! It looks intriguing and I actually love that she thought about legacy when creating it. Walmart, here I come?

  • Andrea

    i totally love drew! she is such a wise soul and a natural beauty!

  • http://modetteblog.com/ Kate {Modette}

    I love Drew! She is such a natural beauty and seems like such a sweetie! Fabulous feature today ITG! :) xx

    Kate {Modette}

  • Lucy Apted

    She is incredible!! No doubt about that at all!

  • jennifer

    I had the pleasure of meeting Drew a few years back and I can honestly say that she is one of the sweetest people I have ever met. Lovely interview.


  • http://twitter.com/Occhineri23 Suzanne

    I can't decide whether or not I like the packaging; it's sort of like Tom Ford did a line for kids. Also, I hate Walmart, so I probably won't get a chance to look at this collection in person.

    • mobeta

      The lipstick tube is strange. It's like pez dispenser meets tampon. Way too industrial, hopefully they're just first round prototypes from China.

      • Harlowrose

        Eh, no, it's the finished product. I've never seen tampons that looked like that.

  • Jess

    Obviously it's not difficult to take a great photo of Drew, but that is seriously the most beautiful photo I have ever seen...she looks so radiant, it's otherworldly!

    Emily, your photo skills are more impressive with every post...


  • Kathleen

    Oh, Drew, I expected more from you. I stopped reading at Walmart.

  • http://www.facebook.com/janet.schnol Janet Schnol

    Good for Drew. Some of the products look quite interesting and creative, particularly the lip items and the 3 in 1 concealer. Too bad Walmart's website is useless and there's not a store in Manhattan. If they posted ingredients and had decent images I'd be excited.

  • Alexandra

    I love her. Like, how does she make blemishes sound like something I want to have now because she said they remind her of a constellation?

  • Harlowrose

    I saw Black Rose and instantly put it on my 'to buy' list. I wouldn't say I'm a huge fan of her's, but I've always liked Drew. At least she keeps it real. I also don't like Walmart, but who cares. In most cities there are at least five stores, and there's bound to be one that's decent and not crowded.

  • m

    who is her coat by?

  • Kaelani

    F*** YES, Drew Barrymore.

  • http://twitter.com/Alouette_Jolly Ada

    I'm always up for trying new makeup, so I'll be sure to give this a go! She looks very happy here - at the top of her game!

  • ClosetCravings

    She looks so lovely and fresh in this photo.

  • Jenna

    Drew is the one actress/ celebrities who I'm thinking is as nice as she appears. She could be my "famous friend." I happened to be in Walmart recently but the line wasn't there yet. The store gives me a headache but I will trek back to see if it's in.

  • Lindsay

    I'd love to know if any of the Flower cosmetics are gluten free. Actually, I'd love to see an article on ITG about gluten free cosmetics in general.

  • Makeup1959

    I will agree. Walmart does give me a headache. Why can't she be in Target. I'm in there at least once a week. I don't care for Drew. But I wish her good luck. Hope her family life works out.

  • Hannah

    Really great post. Love Drew, very down to earth.

  • Cristina

    I have serious access envy here. :)

  • D.A.

    Is she no longer the face of Maybelline? Or did Maybelline produce this line for her? I love Drew and I have always loved her style, makeup-wise too. Best of luck Drew!

  • J

    I would love to check out this makeup line but it is at Walmart. Why would she do business with such an awful corporation known for their mistreatment of employees and unequal pay for women? I just can't give that company my money no matter how much I would like to try Drew's line. :(

  • katamirand

    I fucking love her!

  • Charles Daniel O’Shea

    Drewbes u are with out a dealt the most beautiful women ever.

  • Grace Nehme

    Couldn't help but read it all in her voice ;)

  • Charles Daniel O’Shea

    are u kidding just cute shes diffriently the most beautiful women i have ever saw in screens and her moldering carreer.

  • Charles Daniel O’Shea

    Aways loved drewbes from her photos to her movies and so forth. <3