Drew Barrymore has a new beauty line you’ve probably never heard of. No longer the face of Cover Girl, Barrymore created Flower, a modestly priced makeup line sold exclusively at Walmart. She’s forgoing in-your-face advertising campaigns and marketing tactics in favor of putting that cash straight into the product.

Take the Zoom-In Ultimate Mascara, for example. The adjustable brush allows you to twist the wand into a spiral shape to create volume, and then untwist to create length. That’s a neat trick packed into a $7.98 product.

In fact, every product in the Flower line is priced under $15, made in the USA, and never tested on animals. That, um, actually sounds pretty great.

$4.98-$13.98, Walmart.com