On the first day of September, Chinese domestic makeup brand Flower Knows went viral.
Today, the brand officially announced the completion of its Series B financing, exclusively invested by Chinese beauty industry leader Proya, with Chishan Capital serving as its long-term exclusive financial advisor. The funds will be used for global expansion, supply chain integration, and content innovation.
At the same time, Flower Knows is set to launch a brand-new early autumn collection this month, marking its third new product series of the year.
Flower Knows Secures Series B Financing
Founded in 2016, Flower Knows has quickly captured the hearts of Gen Z consumers with its distinctive “girlish aesthetic,” highly content-driven operations, and original full-mold designs, becoming one of the most beloved makeup brands among this demographic while also drawing wide attention from the beauty industry.
In 2024, Flower Knows introduced a long-term partner—Shanghai Zhenchen Cosmetics Co., Ltd. (hereinafter “Shanghai Zhenchen”), a leading domestic OEM in the color cosmetics sector—as a strategic investor through its affiliated entity. Notably, Shanghai Zhenchen has long been Flower Knows’ largest OEM partner. With 18 years of brand customization expertise, the company had already established a deeply collaborative supply chain relationship with Flower Knows. This capital partnership not only marks a further deepening of their ties but will also significantly enhance Flower Knows’ supply chain integration efficiency and stability.
To further strengthen its supply chain layout, in April 2025 Flower Knows established Huai’an Flower Knows E-commerce Co., Ltd., investing in local facilities, equipment, and warehousing to continuously reinforce its vertical supply chain capabilities.
The latest exclusive investment from Proya represents another major boost for Flower Knows following its 2024 equity restructuring and introduction of industrial capital. This funding will inject fresh momentum into the brand and further consolidate its leading position in the “girlish-style” makeup segment.
Aiming for 1 Billion RMB ($142 million), Expanding Overseas Markets
With strong support from both capital and the industry, Flower Knows has not only achieved counter-trend growth in the domestic market but also made significant breakthroughs overseas. Key highlights include:
Rising international influence: Flower Knows’ official overseas social media accounts have attracted over 3 million followers, making it one of the most influential Chinese beauty brands on global social platforms. Its products have been spontaneously recommended by Western celebrities such as Lana Del Rey and Sabrina Carpenter.
Deepening global market presence: In 2024, Flower Knows entered U.S. retailer Urban Outfitters, becoming the first Chinese cosmetics brand to enter a mainstream American retail channel. Within just three months, it ranked among the retailer’s top five best-selling beauty brands, repeatedly setting new makeup sales records.
Meanwhile, Flower Knows has cultivated the Japanese market for five years, where it has become a household name in girlish-style cosmetics. Today, the brand has expanded to dozens of countries, with offline displays and retail exposure in more than 10. In 2024, its overseas revenue exceeded 100 million RMB ($14 million), with the U.S. market surpassing Japan for the first time to become its largest international market.
Sustained growth: In 2025, the brand’s first two collections, Strawberry Cupid and Shell Pearl, both broke Flower Knows’ debut sales records. Full-year revenue is projected to exceed 1 billion RMB ($142 million). The upcoming early autumn collection will further enrich its product portfolio and strengthen its resonance with young consumers worldwide.
Flower Knows’ co-founder and CEO Yang Zifeng stated:“The ‘girlish aesthetic’ has always been Flower Knows’ core inspiration and guiding theme. It’s a universal language of beauty, and we want Flower Knows to bring a dreamy, surprising makeup world to consumers everywhere. With the support of capital and the industry, we’ll move faster in supply chain integration, product development, and international expansion.”
Looking ahead, Flower Knows will open a large-scale overseas pop-up store in October 2025 and plans to enter more influential U.S. beauty retail channels this year, pursuing deeper collaborations to accelerate globalization.
