Key Takeaways:

• With roots in cosplay, Flower Knows fills a market gap for collectible, fantasy-driven beauty.
• Early APAC expansion taught the brand that a distinctive POV goes further than a heavily localized one.
• Ulta Beauty distribution and flagship launch will test whether viral appeal can translate into mainstream retail success.

In just a decade, Flower Knows has blossomed from a Hangzhou-based indie startup into one of the most recognizable names in Chinese beauty. 

With a presence in more than 20 countries, the cosmetics player has carved a niche—based not on traditional Chinese aesthetics, like several of its peers, but on fairytale worldbuilding and whimsical product designs. In 2025, the brand generated RMB 1.7 billion ($254 million) in revenue and RMB 280 million ($41.8 million) in net profit, with China accounting for roughly 80% of total revenue.

2026 marks a pivotal year for the brand. Besides celebrating its 10th anniversary, Flower Knows has hit several milestones, including transitioning to majority ownership under Proya Cosmetics, debuting in 450 Ulta Beauty stores, and opening a global flagship in Shanghai.

The year also signals a turning point in the brand’s growth narrative. Flower Knows largely gained traction through its fast beauty model and organic social media buzz. Now, as it deepens engagement in its largest international market, the US, it is testing whether that online virality can translate into mainstream retail success and whether a brand still largely driven by China can scale into a truly diversified global business.

One Million Yuan and a Dream

Flower Knows was founded in 2016 by Yang Zifeng and Zhou Tiancheng, two Chinese cosplayers...