Flower Knows Marks 10 Year Anniversary with Limited-Time U.S. Retail Expansion into Ulta Beauty Store Nationwide, Alongside Blockbuster Experiential Brand Moments

The global C-beauty brand is making viral waves attracting American beauty consumers with their debut into 450 Ulta Beauty doors, Increased first-hand ULTA access, Live Pop-Ups and On-Campus Collegiate Presence

LOS ANGELES, Sept. 23, 2026 /PRNewswire/ -- To celebrate Flower Knows' 10^th Anniversary of business, the brand is excited to share their expansion in the U.S. through engaging touchpoints this fall and holiday season including the launch into 450 Ulta Beauty stores across the U.S., an enormous 4-day stand-alone Holiday Pop Up in New York City, and the debut of the brand's new Snow Ballet Collection, alongside continued surprise and delight moments associated with this whimsical cosmetics brand, built on fairytale dreams.

As part of its most notable U.S. retail expansion to date, Flower Knows was selected as one of four brands to be exclusively featured in Ulta Beauty's "Just Dropped Beauty" platform, a rotating in-store storytelling experience designed to spotlight timely trends, emerging brands and exclusive products through a distinctive Ulta Beauty point of view. Flower Knows debuted September 20, 2026, and will remain at least through early 2027.

"Flower Knows has built an incredible following by tapping into the bold, playful and expressive side of beauty in a way that feels fresh and has resonated strongly with beauty lovers on social," said Kaitlin Rinehart, Vice President of Merchandising, Ulta Beauty, "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. As beauty becomes increasingly global, we're also focused on bringing the trends and brands gaining momentum around the world stateside for our guests to discover. Flower Knows is a great example of how we're translating what's capturing attention globally and socially into new opportunities for self-expression and discovery at Ulta Beauty."

"The expansion into Ulta Beauty brick-and-mortar stores for this special storytelling moment marks an exciting next chapter for Flower Knows in the U.S. and reflects the incredible response we've seen since launching on Ulta.com," says Gong Fang, Chief Marketing Officer of Flower Knows. "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. As the U.S. continues to be an increasingly important market for Flower Knows, we're thrilled to deepen our partnership with Ulta Beauty and introduce our world of beauty to an even wider audience."

As a result of its wildly successful Ulta.com launch of over 60 products in December 2025, Flower Knows will bring a curated selection of five hero products to participating Ulta Beauty stores for a limited time. These include Violet Strawberry Rococo Glowy Lip Gloss in Raspberry Booze ($35.00); Swan Ballet Embossed Blush in Silky Ribbon ($26.00); Swan Ballet Six-Color Makeup Palette in White Swan ($35.00); Strawberry Cupid Makeup Palette in Cupid's Mischief ($40.00); and Strawberry Cupid Hand Mirror in Red Velvet ($25.00).

Flower Knows will also release the new Snow Ballet Collection for the holiday season, along with an immersive and engaging 10th Anniversary Global Tour, which will include an exclusive holiday pop-up in NYC in mid-November for 4 days.

Founded in 2016, Flower Knows made its U.S. retail debut in 2023 and has since grown into a notable player in the global beauty market. The U.S. is now Flower Knows' largest overseas market. Elsewhere, the brand is available across Greater China, Japan, Southeast Asia, Canada, the United Kingdom, Germany, France, Poland, Australia, and the Middle East, and most recently expanded into South Korea with a record-breaking pop-up store in central Seoul. Following years of social media virality, Flower Knows is now experiencing rapid international growth across major global markets.

The brand's popularity continues to be fueled by unique, artful packaging, viral social media campaigns, and strategic retail partnerships. Its reputation as a nostalgic, trending brand showcasing high-quality products at accessible price points has been solidified with their best-selling hero products including the Bunny Garden, Strawberry Cupid, and Strawberry Rococo Collections. It has caught the attention of many celebrities and influencers in the industry including Lana Del Rey, Sabrina Carpenter, Kathy Hilton, James Charles, and Mikayla Noguiera, among others. Its explosive growth trajectory shows appeal and opportunity for U.S. consumers and beauty lovers looking for optimism and expression in the world of beauty.

A curated selection of Flower Knows products will be available for a limited time at 450 Ulta Beauty stores nationwide through Just Dropped Beauty, while the brand's expanded assortment of 62+ products will continue to be available on Ulta.com with products ranging from $8-$45.

About Flower Knows:

Flower Knows is a whimsical cosmetics brand built on a fantasy world of dreams and fairytales that comes to life through ethereal themed collections, vibrant, high-quality formulations, and unique packaging. In the U.S., Flower Knows is currently available at Ulta Beauty, Urban Outfitters, and Amazon and is proudly cruelty-free. Discover more at www.flowerknows.co, @FlowerKnows_Global (IG) and @FlowerKnowsGlobal (TT)

SOURCE Flower Knows