Drew Barrymore is launching a 181-piece “luxury at mass” makeup collection

Back in October, rumour had it that Drew Barrymore would be launching a makeup line at Wal-Mart and today WWD confirmed that a 181-piece collection will be released in January 2013 under the brand name Flower.

Barrymore will not be lending her face to front the line, but instead is a co-owner who will be involved in every step of the process. The collection is described as “true luxury at mass” and rose-gold and white packaging will be priced from $5-$14 exclusively sold at Wal-Mart.

The line is said to be custom-made and contain many ingredients that are used in luxury beauty products on the market today. To bring the masses affordable luxury-esque products, Flower will skip out on marketing campaigns and bank on Drew Barrymore’s fame, social media presence and the reach of Wal-Mart. (Fingers crossed she’s as relevant to beauty product junkies as they think!). The budget for advertising went straight into making the products as high quality as possible with a super cheap price tag.

As Drew Barrymore’s contract with Cover Girl—which she’s been the face of since 2007—comes to an end in January, this is the actress/producer/mom’s next move to stay working in the beauty industry. Barrymore told WWD that she isn’t sure what her future in filmmaking may be but “this is real right now. It really does have my time and focus.”

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