Flower Knows: Bringing Fairytale Beauty to a Global Audience

Flower Knows turns the imagination of fairytales into color cosmetics. Founded in Hangzhou in August 2016, the Chinese brand combines decorative packaging, themed collections and detailed craftsmanship to make everyday makeup feel like a personal ritual. Its slogan, “Live Your Fairytales,” captures that approach.

Brand profile

• Brand: Flower Knows
• Founder: Yang Zifeng
• Founded: August 2016
• Headquarters: Hangzhou, China
• Products: Makeup and beauty tools
• Overseas markets: United States, Japan, Southeast Asia and Europe
• Official website: flowerknows.co

A world built around imagination

Flower Knows draws on flowers, desserts, mythical creatures and vintage European art. Its themed collections connect colors and textures with elaborate cases and visual storytelling. Packaging becomes part of the experience: something to display, collect and revisit as well as use.

The brand encourages individuality and a connection with the inner child. After early supply-chain challenges, it developed a following among younger consumers attracted to its romantic, fantasy-driven approach to beauty.

What the name expresses

“Flower” evokes softness, romance and dreamlike beauty. “Knows” suggests an understanding of the emotions and imaginative worlds of its audience. Together, the words express the idea that beauty can respond to personal dreams and bring a little of the fairytale into everyday life.

From a niche brand to international expansion

• 2016: Flower Knows was established in Hangzhou, with early growth shaped by supply-chain challenges.
• 2019: The brand strengthened its position in romantic, youth-oriented makeup and entered a period of faster growth.
• 2020: It completed a Pre-A financing round.
• 2021: Miyawaki Sakura became its Asian brand ambassador for a partnership that has since ended. The brand also expanded into Southeast Asia.
• 2025: Its overseas presence extended across Japan, Europe, North America and Southeast Asia. PROYA acquired approximately 38.45% of the company.
• 2026: PROYA increased its holding to 51%, gaining control of Flower Knows. Xinhua reported the completed investment in July 2026.

The manufacturing behind the designs

Decorative cosmetics depend on both creative design and reliable production. Flower Knows uses contract manufacturing to translate its concepts into finished products. A 2023 report by Economic Observer identified Shanghai Zhenchen as a manufacturer of its lip products and Shanghai Zhenxin, a Zhenchen subsidiary, as a manufacturer of its blush products. These are product-specific, historical examples rather than a complete description of the brand's current supply chain.

Read the manufacturing report.

Signature product ideas

Sweetie Bear 6-Color Eyeshadow Palette

The Sweetie Bear palette brings together matte, satin and shimmer finishes in a six-shade format. Its bear-themed casing draws on vintage pastry-shop styling, extending the collection's playful identity from the packaging to the makeup inside. The palette is designed for both soft everyday looks and more imaginative combinations.

Strawberry Rococo Cloud Lip Cream

Strawberry Rococo combines references to eighteenth-century decorative art with strawberry-dessert motifs. The Cloud Lip Cream is presented as a lightweight, velvety-matte lip product, with colors spanning softer nudes and richer berry tones. Sculpted packaging makes the application experience part of the collection's appeal.

Unicorn Embossed Blush

The Unicorn collection uses relief decoration and fantasy imagery to give blush a collectible character. The product concept combines a luminous finish with buildable color, while a mirrored compact makes it practical for touch-ups.

Packaging as part of the experience

Across its collections, Flower Knows uses ornate surfaces, pastel colors and sculptural details to turn functional beauty products into objects with a distinct visual identity.

Supporting girls through the Protect-Her Program

The brand's Protect-Her Program supports adolescent girls in rural China through health and hygiene education, essential supplies and educational assistance. It connects the brand's focus on girls' inner worlds with practical support for their everyday lives.

Flower Knows has built its identity around the pleasure of imagination. As its international presence grows, its combination of themed storytelling, recognizable packaging and everyday makeup remains central to that identity.