Flower Knows stands out with its whimsical, fairytale-inspired makeup and intricate packaging. The brand is solidly established in the cosmetics market in China due to its unique “girlish aesthetic,” which has garnered a loyal Gen Z and Millennial customer base. Part of the success of Flower Knows’ strategy in China can also be attributed to a robust social media presence that highlights the brand’s frequent product launches.
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Founded in Hangzhou in 2016 by avid cosplayers Yang Zifeng and Zhou Tiancheng, Flower Knows is heavily influenced by the visual storytelling elements of cosplay. Instead of competing head-on with more established brands, it intentionally carved out a distinct niche that primarily targets cosplayers and followers of certain aesthetics.
Strong aesthetic appeal drives consumption
Across all markets, Flower Knows’ target demographic remains mainly Gen Z and young urban consumers. The brand differentiates itself from other C-beauty brands by positioning itself as a niche, premium, and fantasy-driven brand, incorporating Victorian, Baroque, and Rococo themes into the ornate packaging emphasizing collectability.
Performance makeup basics are enhanced by unique designs
Flower Knows’ products blend functionality with emotional appeal through aesthetic, highly differentiated designs. The brand offers 180–200+ distinct SKUs domestically, with categories ranging from lip products to fragrances and accessories. Like other domestic competitors such as Florasis, Judydoll, and Perfect Diary, Flower Knows’ strategy in China follows a “fast beauty” model, launching new themed collections five to six times per year. This frequent product launch strategy generates anticipation among audiences, encourages repeat consumption, and leverages the collectability factor.
However, the ultimate driver of the brand’s resounding success is its collectible and intricate product design. Unlike brands with Western-inspired, sleek, minimalist packaging, Flower Knows emphasizes the concept of “少花心,” meaning “girlish heart,” through its products’ pastel colors and fantasy motifs. Many consumers purchase the products not just for their functionality but primarily for their packaging and aesthetics, engaging in aspirational and identity-driven consumption.
Consumer-driven social media marketing supports brand growth
Flower Knows mainly relies on social media and creator-driven content to raise brand awareness and drive purchase. With over 648K followers on RedNote (also known as Xiaohongshu or Little Red Book in China) and 1.7 million followers on Instagram, it has garnered significant awareness among Gen Z and Millennial audiences.
Instead of broader paid ads, Flower Knows’ strategy in China typically focuses on working with prominent celebrities and thousands of creators whose aesthetics align with that of the brand’s. Such creator-generated content fuels organic virality, which is typically more effective among Gen Z than traditional paid ads. Many influencers have also organically promoted Flower Knows products through reviews due to genuine preference for their products. Thus, the brand has leaned into natural, fan-driven social content to amplify the brand online.
In-person activations generate momentum
One of the brand’s key in-person activations was its South Korea pop-up in Seongsu-dong, Seoul, which ran from October through November 2025. This experimental store marked Flower Knows’ first official pop-up, featuring a visually rich, Instagrammable, pink, princess-themed interior.
The pop-up served as Flower Knows’ official offline debut in the Korean beauty market. Its dessert-shop–like interior centered on the “Sweetie Bear” collection, allowing consumers to try products and fragrances in person. Additionally, the pop-up hosted a tea-party event for Korean influencers to gather and sample new products.
The immersive experience of the Seongsu-dong pop-up enabled local engagement for a predominantly online brand, combining community-building with a space designed for UGC content.
Flower Knows’ strategy in China and beyond
- The brand’s main differentiator lies in its aesthetic, whimsical, storybook-inspired packaging. The combination of functional products and the appealing “girlish aesthetic” has resulted in domestic and global popularity.
- Flower Knows targets niche cosplay and aesthetic communities among Gen Z and Millennial consumers with its unique, collectible packaging.
- Products are known for quality colors and usability, with popular categories including lip, face, and eye products.
- Social media is the company’s main avenue of marketing beyond e-commerce, with user-generated content and influencer reviews driving engagement.
- The brand recently held a pop-up in Seoul, with an emphasis on community-building, content creation, and product visibility.
