Celebrity Home Lines at Walmart and Target: Who Actually Owns What

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Celebrity home lines are everywhere — and almost nobody tells you the one thing that actually matters about them: who owns them.

It sounds like a technicality. It isn’t. Some of these brands genuinely belong to the person whose name is on the box. Others belong to the retailer, and the celebrity is a design collaborator. A few were founded by a famous name and have since been quietly sold to someone else entirely. The products can be good in all three cases — but you should know which one you’re buying.

Here are the seven biggest celebrity-linked home and kitchen lines at Walmart and Target, and the honest answer on each.

Who actually owns what

Two of those seven are owned by the retailer, not the celebrity. One was sold four years ago. That is not a criticism of any of them — it is simply the part nobody puts on the label.

The three biggest, compared

Flower Home, The Pioneer Woman and Hearth & Hand are the heavyweights — the widest ranges, the most shelf space, the most likely to furnish an actual room.

Flower Home — Drew Barrymore (at Walmart)

The most playful of the group, and unambiguously Barrymore’s own brand — Walmart stocks it, but does not own it. Bold colour, retro-floral motifs and vintage-modern shapes across furniture, wall art, dinnerware, bedding and décor. The range is unusually wide: small ceramic accents from around $10 up to statement furniture near $900, so there is an entry point at almost any budget.

Best for: renters and first homes that want colour and character without a big spend.

The Pioneer Woman — Ree Drummond (at Walmart)

The kitchen and table specialist — colourful stoneware dinnerware, cast-aluminium and ceramic cookware, bakeware, drinkware, small appliances and linens, in a cheerful vintage-floral register.

This one is worth being precise about, because it is widely misdescribed as “Walmart’s Pioneer Woman line.” It isn’t. The brand is Drummond’s — the trademarks are held on her side and predate the Walmart partnership — and Walmart is the exclusive retailer. Exclusivity is not ownership.

It is typically the cheapest way in: single pieces start at a few dollars, dinnerware sets land around $30–$85, cookware sets roughly $50–$120, with furniture reaching a few hundred. The cookware in particular tends to review well.

Best for: cheerful, affordable kitchen and table refreshes.

Hearth & Hand with Magnolia — Target’s line, designed with the Gaines

The neutral, grown-up option: farmhouse and modern-rustic pieces in muted tones, strong on everyday home, kitchen and especially seasonal décor. Most décor lands around $15–$50, with small candles and accents from about $5, and furniture higher. It generally reads a step more designed than the other two.

The ownership here is the one people get wrong most often. Target owns Hearth & Hand — its own corporate site lists it among its owned brands. Chip and Joanna Gaines’ Magnolia is the design collaborator, not the proprietor. The line is excellent; it just isn’t theirs.

Best for: neutral, farmhouse-leaning homes.

The other four, briefly

Be an Icon — Paris Hilton (Walmart). Home and kitchen, launched through Hilton’s own company 11:11 Media and manufactured in partnership with Epoca International. Hers, sold exclusively at Walmart.

Beautiful — Drew Barrymore (Walmart). Distinct from Flower Home, and often confused with it. This is the kitchen-appliance line — co-created with Shae Hong rather than solely owned — covering small appliances and cookware. If you want Barrymore’s blenders and air fryers rather than her cushions, this is the one.

Wanda June Home — Miranda Lambert (Walmart). Kitchen, bar and décor, most of it under $30. Structurally this is Walmart’s line, created in collaboration with Lambert — the same arrangement as Hearth & Hand at Target.

The Home Edit (Walmart). Home organisation, from the pair behind the Netflix series. They founded it — but the brand was acquired by Hello Sunshine in 2022, so it is no longer theirs. Worth knowing, since the whole appeal rests on their name.

The verdict

For colour and personality on a budget, Flower Home is the pick, and it’s genuinely Barrymore’s. For the kitchen and table without spending much, Pioneer Woman is hard to beat, and the cookware reviews strongly. If your taste runs neutral and farmhouse, Hearth & Hand is the natural fit and its seasonal ranges are the highlight — just go in knowing it’s Target’s line rather than the Gaines’ own.

Want the detail on each? We broke the big three down individually:

• Drew Barrymore’s Flower Home: The Standout Pieces, Compared
• Ree Drummond’s Pioneer Woman: Kitchen & Home Pieces, Compared
• Hearth & Hand with Magnolia at Target: Signature Pieces, Compared

Beyond the home aisle, we’ve also compared Papatui and Tone, the two founder-led men’s grooming lines at Target.

A note on prices and claims

Price bands above are approximate and reflect publicly reported figures at the time of writing — they are not a live feed. Ranges change and lines get discontinued; check the retailer for current pricing.

Independent editorial content. Celeb Compare is not affiliated with, sponsored by, or endorsed by any celebrity or brand mentioned. We describe who founded and who owns each brand — we do not claim that any celebrity personally uses or endorses any product. Brand names are the property of their owners and are referenced for identification and review.