Opportunity blooms: Viral C-beauty brand Flower Knows international expansion a ‘major focus’

Chinese beauty brands have grown beyond their own shores and are entering international markets, including brands such as Florasis​, Perfect Diary, and Skintific.

Flower Knows (花知晓), one of C-beauty’s most buzzworthy brands, recently announced it has entered the US market through retailer Urban Outfitters.

The colour cosmetics brand is a favourite of Generation Z beauty lovers for its ornate and whimsical products.

The brand has attracted fans such as singer-songwriter Lana Del Rey with its art- and fairytale-inspired collections such Strawberry Rococo, which was inspired by the 18th-century Rococo style.

The brand is aligned with several trends that resonate with Gen Z consumers especially.

“The brand can tap into several major trends and opportunities. These include a unique identity that appeals to Gen Z, the influence of K-pop and maximalism, the innovative edge of Asian beauty and C-beauty, and the hype around no-makeup makeup looks, and pastel colours,”​ said Gong Fang, partner and chief marketing officer of Flower Knows.

The popularity of the brand over the globe has motivated the company to seek overseas opportunities.

Fang told CosmeticsDesign-Asia​ that international expansion has been a “major focus​” for the company.

It has been establishing itself in various markets, including Australia, Canada, France, Germany, Japan, Malaysia, Poland, Singapore, Thailand, the Philippines, the UK, and Vietnam.

“​We are excited to expand and grow with the largest global markets for our audience… ​Over the last year, the brand has grown by over 200% internationally,” said​ Fang.

She highlighted that expansion into markets such as South East Asia have been performing ‘exceptionally well’, with an annual growth rate of over 100%.

“​We have seen increasing popularity in countries like Vietnam and Thailand,”​ said Fang.

Potential in the US

The brand’s partnership with Urban Outfitters is set to broaden the brand’s accessibility in the US.

“Urban Outfitters has an incredible community that is zealously leading the trends and lifestyles for this generation. It has created a beautiful dreamland for its customers, which aligns perfectly with Flower Knows’ aesthetic, and we are thrilled to partner with the retailer,”​ said Gong Fang, partner and chief marketing officer of Flower Knows.

Urban Outfitters will launch 45 products from the latest collections – Strawberry Rococo, Swan Ballet, and Little Angel. Prices will range from Prices range from USD8 to USD50.

Fang said the brand’s move into the US was primarily motivated by customer demand, social media traction, and market potential.

“The US market is centralised with great opportunities for upscale growth. Our opulent design and storytelling resonate strongly with US consumers. The brand fills a gap in the market, particularly for younger demographics who embrace new and independent brands. With a strong identity, we fulfil everyone's fairytale dreams and whimsical fantasies.”​

Moving forward, the brand is in talks to expand further with more partners and fans can expect new product launches.

Fang said: “​In the next 12 months, you can expect more exciting and stunning launches from Flower Knows, more retail expansions with international partners, and more collaborations with local creators or brands.”​