Flower Knows, a global cosmetics brand, is marking its 10th anniversary by expanding its presence in the United States with a launch in 450 Ulta Beauty locations. The expansion also includes a four-day holiday pop-up event in New York City and the introduction of the new Snow Ballet Collection. This move aims to enhance brand visibility and engagement during the upcoming fall and holiday season.
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Launched on September 20, 2026, Flower Knows was selected as one of four brands featured in Ulta Beauty's "Just Dropped Beauty" platform, which showcases trending and emerging products. This exclusive presence will continue at Ulta through early 2027.
Kaitlin Rinehart, Vice President of Merchandising at Ulta Beauty, stated that Flower Knows has resonated strongly with beauty enthusiasts online by embracing a bold and playful approach to beauty. This in-store experience allows customers to interact with the brand's offerings directly.
Gong Fang, Chief Marketing Officer of Flower Knows, expressed excitement about bringing the brand to physical stores for a more immersive experience. Since its successful launch on Ulta.com in December 2025, the brand aims to deepen its relationship with U.S. consumers, positioning the market as a crucial area for growth.
For this limited-time retail event, Flower Knows will offer a selection of five popular products, including the Violet Strawberry Rococo Glowy Lip Gloss and the Swan Ballet Six-Color Makeup Palette, with prices ranging from $25 to $40. The brand is also set to launch the Snow Ballet Collection during the holiday season.
Founded in 2016, Flower Knows debuted in the U.S. market in 2023 and has quickly become a prominent player in the beauty industry. Its products are also available in various international markets, including Greater China, Japan, and the United Kingdom. The brand has gained recognition for its unique packaging and viral social media presence, attracting attention from influencers and celebrities.
Flower Knows products will be available in Ulta Beauty stores for a limited time, while a broader selection will continue to be accessible through Ulta.com.