Fragrance house

Flower Knows

Founded in China in 2016 by Yang Zifeng and Zhou Tiancheng, known in cosplay circles as Baozi and Hana, Flower Knows developed a girlish-makeup identity shaped by fantasy, fairytales, and timeless art. The founders’ cosplay background influenced the brand’s early use of makeup, visual design, and character-oriented storytelling, with its creations presented as story-bearing visual objects. Around 2019, Flower Knows aligned its packaging, brand style, and marketing around girlish makeup, helping it move from cosplay and niche social-media circles toward a wider consumer audience. From 2021, it increased its use of Douyin and Xiaohongshu content and continued developing products through user observation, testing, and iteration. Its 2026 acquisition documentation describes a brand using girlish design to tell fantasy stories to global consumers and records more than 25 original themed makeup collections since its founding.