September 1, 2025, Chinese cosmetics brand Flower Knows (花知晓) announced the completion of its Series B financing, with Proya (珀莱雅) as the exclusive investor and Chishan Capital (池杉资本) serving as the long-term financial advisor.
According to corporate registration filings, Proya, through its newly established Proya (Hainan) Investment Co., Ltd. (珀莱雅（海南）投资有限公司), acquired a 38.45% stake, becoming the company’s second-largest shareholder. The brand’s longtime OEM partner, previously the second-largest shareholder, has exited the shareholder structure.
Founded in 2016, Flower Knows has become one of the leading representatives of Chinese beauty brands going global in recent years. Known for its “girlish aesthetic” positioning, the brand has transformed its unique visual style into a global asset. After quickly accumulating a loyal customer base domestically, Flower Knows entered the Japanese market in 2019 and launched its independent e-commerce sites for the U.S. and Europe in 2022. Unlike most Chinese cosmetic brands that focus on Southeast Asia and Northeast Asia, Flower Knows has built the U.S. into its largest overseas market. Overseas revenue now accounts for 10% of total sales, and the brand has amassed a combined 3 million followers on Instagram and TikTok, demonstrating strong global influence.
Yang Zifeng (杨子枫), co-founder and CEO of Flower Knows, stated that the brand’s “girlish aesthetic” resonates universally, attracting young consumers globally who are willing to pay for its designs and products. The company expects its 2025 annual revenue to exceed CNY 1 billion and plans to further increase investment in Europe and North America while solidifying its position in Asian markets. Flower Knows’ goal is to establish itself as a globally influential Chinese cosmetics brand.
As part of its globalization strategy, Flower Knows is also strengthening its supply chain capabilities. In April 2025, the company set up a subsidiary in Huaian, Jiangsu Province, investing in new facilities, warehousing, and production equipment to secure stable overseas supply. The newly raised funds will support long-term investments in logistics, after-sales services, and marketing to better serve international consumers.
Proya stated that its decision to invest in Flower Knows reflects not only its confidence in the growth potential of China’s cosmetics sector but also Flower Knows’ unique appeal to Gen Z consumers and its rapid expansion overseas. In the first half of 2025, Proya’s sub-brand 彩棠 (Caitang) recorded revenue of CNY 705 million, up 21.11% YoY, outpacing its flagship brand. By investing in Flower Knows, Proya aims to enhance its portfolio, close gaps in younger demographics, and accelerate internationalization.
Industry analysts note that Flower Knows’ growing presence in mature markets like Japan will also help Proya strengthen its global expansion capabilities and improve its influence in the international beauty supply chain. However, they caution that Flower Knows’ niche “anime-inspired” and “girlish” positioning may face challenges as the brand scales internationally. Still, from a strategic perspective, the partnership between Flower Knows and Proya is expected to create complementary strengths across different markets.
Against the backdrop of a cooling Chinese beauty investment environment compared to the 2020 boom, industrial capital has become the key driver for the growth of emerging brands. Flower Knows’ Series B round not only eases its funding pressures but also underscores the crucial role of strategic investments in accelerating the global expansion of Chinese cosmetics brands.