L.A.'s chic SLS Hotel proved to be the most stylish space in town yesterday as herds of fashion and beauty bloggers from all over the country crowded into the space for Lucky magazine's Fashion and Beauty Blog Conference.
While Kelly Osbourne and designer Betsey Johnson each offered a brilliant, candid energy to the crowd during their speeches on stage, Drew Barrymore truly brought down the house and caused quite a stir thanks to her mega star power and brand new cosmetics line, Flower Beauty.
The actress, who typically keeps a relatively low profile, opened up to the crowd about life as a new mom and an entrepreneur and, quite possibly, even learned a thing or two about building a brand in an industry with an outspoken (and very attentive!) audience.
"I've worked with the makeup world my whole life. I've saved every piece of makeup along the way and fell in love with the creativity of the whole process," the actress, who developed her affordable cosmetics line while pregnant, told us. "I wanted to give women department store quality at a mass retailer price. Women deserve that!"
Barrymore's charming Flower Beauty line (which currently includes 181 different products) already stocks a number of her latest must-haves (the Petal Kiss lipstick and Skincognito concealer, for starters), but she explains that many elements are still a work in progress.
"Sure, I've been a nutcase over the years experimenting with my style, but I didn't want to launch out the gate with crazy colors. I wanted the brand to be one that women can rely on first; but life is too short not to be bold, so those colors will come," she assured her fans.
And while Drew's adorable appeal was undeniable, several outspoken attendees called the actress out on being inaccessible in every way—a huge turn-off to social media-addicted bloggers.
"Before this endeavor, I was incredibly private. The last thing I wanted was to have transparency with people," she admitted. "But on a business level, the time is now. It's where everything is going, so let's get it on!" she cheered.
Moments later, after a bit of prodding from the crowd, she spontaneously agreed to developing an interactive page on her Flower Beauty site for fans to reach out to her ASAP with their comments and suggestions.
How's that for impressive progress?
And lastly, the forever young flower child won us all over with her warm and fuzzy tokens of wisdom to close out the conference. "Happiness is the best makeup any woman can wear. It's all about the inside...that's where the poison or the sunshine lays."