Is China's fairy-tale cosmetics brand Flower Knows a K-beauty rival?

ConsumerNew owner Proya banks on brand's rising international profileThe packaging for Flower Knows cosmetics features designs that seem straight out of fairy tales. (Photo by Shizuka Tanabe)SHIZUKA TANABEAugust 26, 2026 04:22 JSTGUANGZHOU -- Flower Knows has become one of the most talked-about names in Chinese cosmetics, with whimsical designs that have won over consumers and a big investor.Read NextConsumerK-beauty's rise mirrors TSMC contract manufacturing playbookStartupsVietnam cosmetics startup targets China's $27bn marketASEAN MoneySoutheast Asian beauty brands seek overseas gloss to bolster growthBusiness trendsUS unseats China as top importer of South Korean cosmeticsRetailPrada-experienced designer revamps Uniqlo's sister brandCaixinLouis Vuitton's trademark win sparks backlash i