Flower Knows Marks 10 Years With 450 Ulta Doors and Holiday Pop-Up

C-beauty brand Flower Knows is marking its 10th anniversary with a limited-time in-store expansion into 450 Ulta Beauty doors through the retailer’s Just Dropped Beauty platform, plus a holiday Snow Ballet collection and a mid-November New York pop-up, PR Newswire and Beauty Independent reported.

The in-store debut began September 20 and is scheduled to run at least through early 2027. Flower Knows was one of four brands selected for Ulta’s rotating Just Dropped Beauty storytelling endcaps, which spotlight emerging labels and timely trends. A curated five-SKU hero set is hitting participating doors while a broader 62-plus product assortment remains on Ulta.com at prices from about $8 to $45, the company said in its September 23 release.

The five in-store heroes named in the release are Violet Strawberry Rococo Glowy Lip Gloss in Raspberry Booze ($35), Swan Ballet Embossed Blush in Silky Ribbon ($26), Swan Ballet Six-Color Makeup Palette in White Swan ($35), Strawberry Cupid Makeup Palette in Cupid’s Mischief ($40), and Strawberry Cupid Hand Mirror in Red Velvet ($25). Packaging and fairytale collection themes — Strawberry Rococo, Swan Ballet, Strawberry Cupid — remain the brand’s visual signature.

Ulta Beauty VP of merchandising Kaitlin Rinehart said the brand “resonated strongly with beauty lovers on social” and that the limited brick-and-mortar window lets guests “test, play and experience the brand firsthand,” while also bringing global social trends stateside. Flower Knows CMO Gong Fang called the store expansion a “next chapter” after the brand’s Ulta.com launch of more than 60 products in December 2025, according to PR Newswire.

Founded in 2016, Flower Knows entered U.S. retail in 2023 and now counts the United States as its largest overseas market, with distribution also spanning Greater China, Japan, Southeast Asia, Canada, the U.K., Germany, France, Poland, Australia, the Middle East and a recent Seoul pop-up. In the U.S. it already sells at Ulta Beauty, Urban Outfitters and Amazon and markets itself as cruelty-free, Beauty Independent and the brand release said.

Anniversary plans extend beyond Ulta endcaps. Flower Knows will debut the Snow Ballet Collection for the holiday season and stage a 10th Anniversary Global Tour that includes a four-day stand-alone holiday pop-up in New York City in mid-November. Celebrity and creator mentions attached to the brand’s social rise have included Lana Del Rey, Sabrina Carpenter, Kathy Hilton, James Charles and Mikayla Nogueira, the release noted — social proof the merchandising push is trying to convert into try-on traffic.

For shoppers following retail beauty on Lifestyle, the story is less about a permanent door count and more about Ulta’s Just Dropped model: a time-boxed physical stage for a digitally famous C-beauty label already proven on Ulta.com. Five hero SKUs in 450 stores, plus holiday product and a NYC pop-up, give Flower Knows a clear fall–winter U.S. footprint without a full permanent reset of Ulta’s planogram.

Availability is already live for the curated set in participating Ulta Beauty stores through Just Dropped Beauty, with the wider catalog continuing online. The Snow Ballet drop and mid-November New York pop-up are the next calendar markers for a brand turning 10 by leaning harder into experiential U.S. retail.