Drew Barrymore’s new cosmetics label

Drew Barrymore is launching her own cosmetics label, Flower, in association with manufacturing firm Maesa Group.

The actress-turned-director has already signed a deal which will see its products enter 1,509 Wal-Mart stores in the US in the new year.

She told WWD: "I think, if you really care about things, then you just naturally get involved. I don't want to sit there and hope it works out. I want to be in the middle, in the mix, making sure it works out.

"It is almost an uncontrollable desire to be one of the people who is creating. Maybe it is just a type of personality. I can't sleep at night. I care."

Drew, 37, is familiar with the cosmetics business, as she was spokeswoman for Lancome from 2004 to 2005 and then moved to Procter and Gamble's Cover Girl, where she's been a Face and co-creative director since 2007.

Carmen Bauza, vice president of beauty and personal care at Wal-Mart Stores, thinks the Flower brand will add a little of something that's been missing from its offering until now.

She said: "The biggest miss [in Wal Mart's range has been] aspirational, prestige product. What a great marriage for all these three businesses to come together and put something out there that's so accessible and so great for customers. The formulas are absolutely incredible. The packaging is incredible."