Avant-garde beauty brand Flower Knows, originating from China, is sweeping the globe and swiftly making a name for itself by presenting an enchanting perspective on femininity.
Driven by the charm of fantasies and fairy tales, the brand positions itself in stark contrast to Western beauty trends, and a major competitor in the Chinese beauty market
China’s General Administration of Customs reported in 2021 that the nation’s cosmetic export volume had grown to an impressive US$4.85 billion, which exemplifies a remarkable year-on-year growth of about 14.4%.
It is easy to see real industry evolution here, especially if you compare the modest US$2.5 billion in 2018 to the US$2.774 billion in 2019. Due to their unique and appealing product features, it’s no wonder these beauty brands are making international waves. Adding intrigue is that most of these exporters are young, agile beauty brands founded in 2016. One of the most significant rising stars in this space is Flower Knows.
Drawing upon the collective nostalgia of shared childhoods, the brand aims to leave an indelible mark on its customers. Flower Knows operates in a way that intertwines the enchantment of fairy tales with its products. As a company, it crafts aesthetic masterpieces. From oriental flower-god lipsticks to unicorn-themed eyeshadow palettes, their delightful blend of magic and charm genuinely captivates consumers.
Flower Knows courageously ventured into overseas markets in 2019, starting with Japan. Nowadays, its products bless the shelves of at least a thousand stores globally. The company expanded its horizons by 2021, growing its market via online platforms such as Shopee and Lazada, making its mark in South Asia. The following year, it generated a gross merchandise volume of ¥10 million by plunging into the American and European markets.
As the fruits of a careful design strategy, the founders knew Flower Knows has ingeniously tapped into safe conservation. However, the company navigates the differences between European and American consumers. Most Asians prefer a more natural and mutated look. The strawberry, for instance, provides a safe, practical, and impeccable showcase. Users are generally transported to Asian art decorations or French architecture.
For instance, Asian users prefer a more natural look, though the group focuses more on navigating the differences between European and American markets. However, it is the universal fascination of fairy tales that has been tapped into by Flower Knows. The brand aims to delight every customer with its incredible range of cosmetics. Users of their cosmetics are transported into the world of Asian art decorations and French architecture when they unpack their products.
Upon facing numerous challenges, the pioneers at Flower Knows have faced the rich and bold colors preferred by European and American consumers and have had to compare them to the more natural, muted look of Asian users. Despite the challenges, the future of Flower Knows is constantly growing. Only time will tell if they keep blossoming in the international landscape of world beauty.
