Flower Knows Celebrates 10-Year Anniversary with National Ulta Beauty Expansion
Flower Knows, the vibrant cosmetics brand known for its whimsical approach to beauty, is celebrating its 10th anniversary with exciting news for U.S. consumers. Following a successful launch on Ulta.com in December 2025, where over 60 products quickly became popular, the brand is set to introduce a curated collection of products in 450 Ulta Beauty stores nationwide this fall. This venture marks a significant milestone in Flower Knows’ journey as it seeks to engage more directly with American beauty enthusiasts.
The U.S. expansion is not just about products; it's a way for Flower Knows to share its unique storytelling through beauty. By being part of Ulta Beauty's “Just Dropped Beauty” platform, the brand is provided a unique opportunity to showcase its playful nature and connect with consumers in a face-to-face setting. Beginning September 20, 2026, customers will be able to explore five flagship products, including the stunning Violet Strawberry Rococo Glowy Lip Gloss and the Swan Ballet Embossed Blush, among others. Each item reflects the brand’s commitment to artistic formulations and enchanting designs that evoke a sense of fantasy and quality.
In addition to its retail expansion, Flower Knows is also launching an immersive holiday pop-up experience in New York City, scheduled to take place over four days in mid-November. This event will tie in with the introduction of the new Snow Ballet Collection, further celebrating the brand's anniversary and its dedication to creativity and indulgence. The pop-up promises to capture the attention of attendees with interactive displays and unique product offerings that highlight the essence of Flower Knows.
Kaitlin Rinehart, Vice President of Merchandising at Ulta Beauty, stated that the brand has resonated well with beauty lovers, showcasing an expressive side that is both fresh and compelling. This partnership allows Flower Knows to translate global beauty trends into tangible experiences for American consumers, who are eager to test and engage with the brand. Through this initiative, Flower Knows is set to deepen its connection with audiences, opening the door for self-expression and personal creativity in beauty.
CEO Gong Fang remarked on the response Flower Knows has received since its U.S. launch, noting that bringing its products into physical locations allows consumers to experience the artistry and intricate storytelling that defines the brand. As Flower Knows continues its journey, the U.S. market plays a crucial role in its growth strategy, marking it as the brand's biggest overseas market.
The story of Flower Knows began in 2016, focusing on creating a beauty line that merges fantasy with everyday use. Over the years, it has gained a cult following, especially through social media, where its unique packaging and imaginative branding have fueled its popularity. Collaborations with influencers and celebrities including Lana Del Rey and James Charles have elevated its visibility, making it a trendy choice among beauty aficionados.
As Flower Knows grows its footprint in the U.S. market, the connection between its digital narrative and real-world experience through retailers like Ulta Beauty will bring forth endless opportunities for consumers to experience its magical ethos. Given the diverse market and an expanding customer base, Flower Knows remains committed to delivering high-quality, whimsical products that echo themes of nostalgia while being accessible to all.
With its beautiful, cohesive product design and high-performance formulas, Flower Knows is not just an emerging player in the beauty landscape; it's a brand that invites users into a dreamy world of makeup, encouraging everyone to embrace their playful side this anniversary season.
The U.S. expansion is not just about products; it's a way for Flower Knows to share its unique storytelling through beauty. By being part of Ulta Beauty's “Just Dropped Beauty” platform, the brand is provided a unique opportunity to showcase its playful nature and connect with consumers in a face-to-face setting. Beginning September 20, 2026, customers will be able to explore five flagship products, including the stunning Violet Strawberry Rococo Glowy Lip Gloss and the Swan Ballet Embossed Blush, among others. Each item reflects the brand’s commitment to artistic formulations and enchanting designs that evoke a sense of fantasy and quality.
In addition to its retail expansion, Flower Knows is also launching an immersive holiday pop-up experience in New York City, scheduled to take place over four days in mid-November. This event will tie in with the introduction of the new Snow Ballet Collection, further celebrating the brand's anniversary and its dedication to creativity and indulgence. The pop-up promises to capture the attention of attendees with interactive displays and unique product offerings that highlight the essence of Flower Knows.
Kaitlin Rinehart, Vice President of Merchandising at Ulta Beauty, stated that the brand has resonated well with beauty lovers, showcasing an expressive side that is both fresh and compelling. This partnership allows Flower Knows to translate global beauty trends into tangible experiences for American consumers, who are eager to test and engage with the brand. Through this initiative, Flower Knows is set to deepen its connection with audiences, opening the door for self-expression and personal creativity in beauty.
CEO Gong Fang remarked on the response Flower Knows has received since its U.S. launch, noting that bringing its products into physical locations allows consumers to experience the artistry and intricate storytelling that defines the brand. As Flower Knows continues its journey, the U.S. market plays a crucial role in its growth strategy, marking it as the brand's biggest overseas market.
The story of Flower Knows began in 2016, focusing on creating a beauty line that merges fantasy with everyday use. Over the years, it has gained a cult following, especially through social media, where its unique packaging and imaginative branding have fueled its popularity. Collaborations with influencers and celebrities including Lana Del Rey and James Charles have elevated its visibility, making it a trendy choice among beauty aficionados.
As Flower Knows grows its footprint in the U.S. market, the connection between its digital narrative and real-world experience through retailers like Ulta Beauty will bring forth endless opportunities for consumers to experience its magical ethos. Given the diverse market and an expanding customer base, Flower Knows remains committed to delivering high-quality, whimsical products that echo themes of nostalgia while being accessible to all.
With its beautiful, cohesive product design and high-performance formulas, Flower Knows is not just an emerging player in the beauty landscape; it's a brand that invites users into a dreamy world of makeup, encouraging everyone to embrace their playful side this anniversary season.
Topics Consumer Products & Retail）
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