Flower Knows is expanding its U.S. retail presence with a limited-time launch in 450 Ulta Beauty stores as the cosmetics brand celebrates its 10th anniversary.
The Chinese beauty brand debuted Sept. 20 through Ulta Beauty’s “Just Dropped Beauty” platform, an in-store feature highlighting emerging brands, trends and products. The Flower Knows placement is scheduled to continue through at least early 2027, according to a Sept. 23 press release from the company.
The move follows Flower Knows’ December 2025 launch on Ulta.com, where more than 60 products became available. The brand will now bring a smaller selection into participating stores while continuing to sell its broader assortment online.Related: 7 TSA-Approved Beauty Items Come With Me on Every Trip
Which Flower Knows Products Are Coming to Ulta Beauty Stores?
Flower Knows is bringing five products to participating Ulta Beauty stores for a limited time, with prices ranging from $25 to $40, according to the company’s announcement. The selection includes products from its Strawberry Cupid, Strawberry Rococo and Swan Ballet collections.
The five products are:
Violet Strawberry Rococo Glowy Lip Gloss in Raspberry Booze, $35 Swan Ballet Embossed Blush in Silky Ribbon, $26 Swan Ballet Six-Color Makeup Palette in White Swan, $35 Strawberry Cupid Makeup Palette in Cupid’s Mischief, $40 Strawberry Cupid Hand Mirror in Red Velvet, $25Flower Knows’ broader assortment on Ulta.com includes more than 62 products, with prices ranging from $8 to $45.
What Is Flower Knows’ Snow Ballet Collection?
Flower Knows
Flower Knows is also introducing its Snow Ballet Collection for the holiday season as part of its 10th-anniversary plans.
While full collection details remain under wraps, the brand has previewed products such as the Snow Ballet Lip Duo. The collection will be part of an anniversary Global Tour that includes a four-day holiday pop-up in New York City in mid-November.
Gong Fang, Chief Marketing Officer of Flower Knows, said the expansion into Ulta stores gives U.S. consumers a chance to interact with the products in person.
“Bringing Flower Knows into stores gives even more consumers the opportunity to have a true real-world experience by interacting with our products and seeing the artistry, storytelling and sense of wonder behind the brand firsthand,” Fang said.Related: Princess Diana’s Iconic Blue Eyeliner: How To Modernize It
Why Is Flower Knows Expanding Its U.S. Retail Presence?
Flower Knows entered U.S. retail in 2023 and says the United States has since become its largest overseas market. The company has attributed its international growth to its social media presence, distinctive packaging and fantasy-inspired makeup collections.
The brand is also sold in markets including Greater China, Japan, Southeast Asia, Canada, the United Kingdom, Germany, France, Poland, Australia and the Middle East. It most recently expanded into South Korea, where the company said it held a pop-up in central Seoul.
In the U.S., Flower Knows is currently available through Ulta Beauty, Urban Outfitters and Amazon, according to the company.
Ulta Beauty Vice President of Merchandising Kaitlin Rinehart said the retailer wanted to give customers an opportunity to experience Flower Knows beyond social media.
“Flower Knows has built an incredible following by tapping into the bold, playful and expressive side of beauty,” Rinehart said. “We’re excited to take that discovery beyond the screen and create an opportunity for our guests to test, play and experience the brand firsthand through a limited-time in-store presence.”
Related: Ulta Just Released a New Makeup Product Shoppers Say Is a ‘Game Changer for Mature Skin’
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