Flower Knows
Flower Knows is a Hangzhou-based C-beauty cosmetics brand founded in 2016, selling skincare-infused color cosmetics, fragrance, and accessories via themed fairytale-inspired collections through DTC e-commerce, Ulta Beauty retail, and shipping to 50+ countries, targeting Gen Z consumers globally.
- Company typePrivate
- Founded2016
- HeadquartersHangzhou, China
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
What Flower Knows does
Flower Knows is a Chinese C-beauty color cosmetics and skincare-infused makeup brand founded in 2016 and headquartered in Hangzhou, China. The company designs and sells whimsical, fairytale-inspired product collections across face (palettes, blush, primer, foundation, concealer, powder, contour/highlighter), eyes (eyeshadow, eyebrow, eyeliner), lips (lip cream, lipstick, gloss, glaze, jelly, balm, liner), fragrance, and accessories & tools. Core formulation technologies include Silk-Veil Fusion Technology, a low-temperature freeze-drying process yielding cushiony textures, and skincare-infused formulas with squalane and vitamin E. All products are positioned as vegan, cruelty-free, gluten-free, and soy-free. The portfolio is organized into themed collections (Knight Unicorn, Bunny Garden, The Sweetie Bear, Shell's Jewel, Strawberry Cupid, Butterfly Cloud Collar, Midsummer Fairytales, Strawberry Rococo, Little Angel, Swan Ballet, Unicorn) that drive limited-edition urgency and social media shareability, targeting Gen Z and Millennial consumers globally.
Flower Knows firmographics
Firmographics- Name
- Flower Knows
- Legal name
- Flower Knows
- Website
- https://flowerknows.co
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Flower Knows is a Hangzhou-based C-beauty cosmetics brand founded in 2016, selling skincare-infused color cosmetics, fragrance, and accessories via themed fairytale-inspired collections through DTC e-commerce, Ulta Beauty retail, and shipping to 50+ countries, targeting Gen Z consumers globally.
- Ownership category
- akta.pro rank
Flower Knows industry classification
Industry- Product category
- Color Cosmetics and Beauty Products
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Makeup Palettes & Sets (Curated Palettes, Gift Sets, Multi-use Kits) (CRABACAF)
- akta.pro secondary industry
- Fragrance Gift Sets & Discovery Kits (CRABADAI)
Keywords
Where Flower Knows is headquartered
LocationHeadquarters
- HQ city
- Hangzhou
- HQ country
- China
- HQ region
- Asia
Markets served
Flower Knows business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D
Revenue model
- Direct-to-Consumer E-commerce: Flower Knows generates primary revenue through its owned e-commerce platform flowerknows.co, selling cosmetics, fragrance, and accessories directly to consumers globally. The company reported RMB 1.73 billion (~$257 million USD) in revenue and RMB 280 million in net profit for 2025.
- Retail Distribution: Products are sold through third-party retail partnerships including Ulta Beauty in the US market, with expanded product range of 62 items available at launch.
- Gift Sets and Bundles: High-value gift sets ranging from $30 to $769+ serve as a premium revenue stream, with limited edition collections driving purchase urgency and gifting occasions.
- Loyalty Program: Points-based loyalty program where customers earn rewards on purchases, with join bonus of 100 points and exclusive member perks.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Single Products - Face, Eyes, Lips, Fragrance |
| Unit Pricing | Pay-as-you-go | Gift Sets - Fixed Collections |
| Unit Pricing | Pay-as-you-go | Custom Build Your Own Sets |
| One time/ perpetual license | Pay-as-you-go | E-Gift Cards |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels11 records
Flower Knows product offering
Product offeringCore offering
Flower Knows designs, manufactures (via parent Proya), and sells its own branded color cosmetics, skincare-infused makeup, fragrance, and beauty accessories organized into named themed collections such as Knight Unicorn, Bunny Garden, Swan Ballet, Pink Bear, Strawberry Cupid, Blue Cupid, and Easter Bunny. Products are sold directly to consumers through the brand's e-commerce site and through retail partners including Ulta Beauty, with pricing spanning roughly $8 to $769+. The company also offers ancillary services such as e-gift cards, gift wrapping, and a customer loyalty program.
Product overview
Flower Knows is a global C-beauty cosmetics brand established in 2016, offering color cosmetics and skincare products primarily targeting Gen Z consumers. The product portfolio is organized into themed collections (Knight Unicorn, Bunny Garden, The Sweetie Bear, Shell's Jewel, Strawberry Cupid, Butterfly Cloud Collar, Midsummer Fairytales, Strawberry Rococo, Little Angel, Swan Ballet, and Unicorn) featuring makeup products across Face (palettes, blush, primer, foundation, concealer, powder, contour/highlighter), Eyes (eyeshadow, eyebrow, eyeliner), Lips (lip cream, lipstick, lip gloss, lip glaze, lip jelly, lip balm, lip liner), and Fragrance (perfume, solid perfume) categories, plus Accessories & Tools (hand mirrors, brushes, barrettes, hand cream). The company also offers gift sets (limited, custom, and all-in configurations), e-gift cards, and gift wrapping services. Products are vegan, cruelty-free, gluten-free, soy-free, and feature skincare-infused formulations with ingredients like squalane and vitamin E. Flower Knows operates globally with presence in the US, Japan, South Korea, and Southeast Asia, distributing through its official website and retailers like Ulta Beauty.
Differentiator
Problem solved
Functional benefit
Products and services
- Knight Unicorn Collection A themed collection of color cosmetics and accessories built around the Knight Unicorn motif, sold to Gen Z consumers via the Flower Knows DTC site and Ulta Beauty.
- Bunny Garden Collection Themed color cosmetics collection centered on a Bunny Garden concept, offering palettes, blushes, lip products, and accessories for individual consumers.
- Swan Ballet Collection A themed color cosmetics and accessories collection built around the Swan Ballet motif, sold to consumers through Flower Knows' DTC and retail channels.
- Pink Bear Collection Pink Bear-themed color cosmetics and accessories collection targeted at Gen Z consumers seeking aesthetic, giftable beauty products.
- Strawberry Cupid Collection Strawberry Cupid-themed color cosmetics and accessories collection designed for individual consumers and gifting.
- Blue Cupid Collection Blue Cupid-themed color cosmetics and accessories collection marketed to Gen Z consumers through Flower Knows' DTC and retail channels.
- Easter Bunny Collection Seasonal Easter Bunny-themed color cosmetics and accessories collection sold to consumers during the Easter gifting period.
- Unicorn Perfume A signature Flower Knows fragrance product (Unicorn Perfume) sold to consumers via DTC and retail, fitting the brand's fantasy aesthetic.
- Flower Knows E-Gift Card A digital gift card redeemable on the Flower Knows website for purchase of the brand's cosmetics, fragrance, and accessories.
- Flower Knows Gift Wrapping Service An add-on gift wrapping service offered at checkout on Flower Knows' e-commerce site, designed for consumers purchasing products as gifts.
Quantifiable outcome
- C-beauty brands captured 57.37% of domestic Chinese cosmetics market in 2025
Companies that use Flower Knows
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles1 record
Flower Knows technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration13 records
Feature3 records
Flower Knows partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Ulta BeautyflagshipFlower Knows expanded retail presence in the US market by launching on Ulta.com, starting with 62 products. This marks the brand's first major entry into mainstream Western retail, following successful expansion in Asia markets including a record-breaking South Korea pop-up.
Scale indicators8 records
Recent moves7 records
Expansion highlights6 records
Flower Knows competitors and assessment
Company assessmentDirect peers
- ColourPop: US-based, online-first color cosmetics brand targeting Gen Z and millennials with affordable palettes, sets, and frequent limited edition drops — directly comparable GTM, price tier ($8–$40), and product-led viral strategy.
- Romand: Korean color cosmetics brand known for affordable, aesthetically packaged products (lip tints, palettes) targeting young consumers globally — directly comparable price tier, aesthetic-led branding, and cross-border e-commerce growth.
- Florasis (Huaxizi): Direct C-beauty competitor also founded in 2016, selling premium color cosmetics with traditional Chinese aesthetic packaging internationally — closest home-market peer in positioning, scale, and overseas DTC strategy.
- Judydoll: C-beauty color cosmetics brand targeting Gen Z with playful, affordable palettes and lip products — same demographic, similar price points, and overlapping TikTok-led acquisition motion.
- Pinkbear: C-beauty color cosmetics brand targeting Gen Z with cute, affordable palettes and lip products — directly comparable demographic, price points, and viral social media acquisition strategy.
Broad incumbents
- NYX Professional Makeup: L'Oréal-owned mass-prestige color cosmetics brand focused on Gen Z creators and prosumers across face, eyes, lips, and tools — same product categories and target demographic, but with broader portfolio and global retailer presence.
- e.l.f. Cosmetics: US-listed mass-prestige color cosmetics leader with strong Gen Z appeal, broad retailer presence (Target, Ulta, Walmart), and viral marketing — comparable category and audience, but materially larger scale and multi-brand portfolio.
- Morphe: Color cosmetics brand historically popular with Gen Z creators for palettes and brushes, with multi-channel retail distribution — comparable product categories and youth-led marketing playbook.
Emerging players
- Tirtir: Emerging Korean color cosmetics brand gaining rapid Gen Z traction via TikTok with affordable base and lip products — overlapping audience and digital-first growth motion, though smaller and more US-focused.
Regional players
- Canmake: Japanese drugstore color cosmetics brand known for cute, affordable packaging and youthful aesthetic — comparable aesthetic positioning and Gen Z-leaning target, but primarily Japan-domestic distribution.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Flower Knows social profiles
Digital presenceFlower Knows financial estimates
Financial estimateRevenue estimate
Valuation estimate
Flower Knows leadership team
Management profileNumber of profiles
Profiles1 record
Flower Knows funding detail
Funding detailFunding overview
Funding rounds3 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Flower Knows M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Flower Knows
What does Flower Knows do?
Flower Knows designs, manufactures (via parent Proya), and sells its own branded color cosmetics, skincare-infused makeup, fragrance, and beauty accessories organized into named themed collections such as Knight Unicorn, Bunny Garden, Swan Ballet, Pink Bear, Strawberry Cupid, Blue Cupid, and Easter Bunny. Products are sold directly to consumers through the brand's e-commerce site and through retail partners including Ulta Beauty, with pricing spanning roughly $8 to $769+. The company also offers ancillary services such as e-gift cards, gift wrapping, and a customer loyalty program.
Is Flower Knows a public or private company?
Flower Knows is a private company. It is classified as corporate owned and is currently operating.
When was Flower Knows founded?
Flower Knows was founded in 2016. It employs 251 to 500 people.
Where is Flower Knows based?
Flower Knows is headquartered in Hangzhou, China, in the Asia region.
How does Flower Knows make money?
Four revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are retail Distribution, gift Sets and Bundles and loyalty Program.
Who are Flower Knows's main competitors?
Direct peers on record are ColourPop, Romand, Florasis (Huaxizi), Judydoll and Pinkbear. Broad incumbents are NYX Professional Makeup, e.l.f. Cosmetics and Morphe. Tirtir is listed as an emerging player. Canmake is listed as a regional player.
Does Flower Knows have an API?
No public API is recorded for Flower Knows.
What industry is Flower Knows in?
Flower Knows's product category is Color Cosmetics and Beauty Products. Its primary akta.pro industry code is CRABACAF, Makeup Palettes & Sets (Curated Palettes, Gift Sets, Multi-use Kits), with a secondary code of CRABADAI, Fragrance Gift Sets & Discovery Kits. Its NAICS code is 456120 and its SIC code is 2844.