Actress Drew Barrymore's make-up brand Flower Beauty has expanded into hair care.
It is the first time the celebrity-founded masstige line has ventured outside of colour cosmetics.
From US$29.88, the new six-strong hair tool range is available exclusively at Walmart and includes hair dryers, a straightening iron, hot air brush and rotating styling iron.
Barrymore said the tools were designed to be multifunctional: "We wanted to create a collection of high-quality hair tools that were not only functional, but bold and beautiful."
Julia Mavrodin, Head of Beauty Category of Walmart eCommerce, added: "We are truly invested in delivering the best in beauty and the new Flower Beauty hair tools line is a fantastic example of how we are expanding our offerings of curated and exclusive products online and in-store."
Launched with incubator Maesa in 2013, the Flower Beauty expanded into the UK via Superdrug last year.