Flower Knows Founder Yang Zifeng: How a Fairytale Brand Took Over the Beauty World

In today’s crowded beauty industry, it’s hard for a cosmetics brand to stand out. Yet Flower Knows — famous for its pastel palettes, embossed packaging, and dreamy fairytale themes — has built a cult following across Asia, the U.S., and Europe. Behind this enchanting brand is Yang Zifeng, the visionary founder of Flower Knows, who transformed whimsical fantasy into a globally recognized C-beauty success story.

Launched in 2016, Flower Knows began with a goal that seemed ambitious: produce makeup that felt like artwork, priced for everyday beauty lovers. Unlike traditional brands that spend a year developing a product, Flower Knows adopted a fast-beauty model—creating and launching entire collections in under three months. The result has been explosive growth, especially among Gen-Z consumers who love novelty, affordability, and Instagram-worthy aesthetics.

Who Is Yang Zifeng?

Before founding Flower Knows, Yang Zifeng worked in e-commerce, digital marketing, and product development. His experience in internet culture and online community behavior shaped his understanding of what modern beauty consumers want: speed, personalization, and fantasy-driven experiences.

Yang co-founded the brand with creative director Zhou Tiancheng. Both were already well-known in the cosplay world as “Baozi & Hana,” with millions of fans online. Their cosplay background helped them build a brand focused on visual storytelling — makeup that transports buyers into magical worlds filled with angels, swans, unicorns, and fairytale castles.

What Is Fast Beauty?

Fast beauty is often compared to fast fashion. Instead of releasing only a few products a year, Flower Knows launches new items every 90 days or less. This rapid cycle allows the brand to follow micro-trends and give consumers something new every season.

But speed doesn’t mean low quality. The brand works with advanced manufacturing hubs in Guangzhou, a major beauty production center in China. Designs, formulas, and packaging are developed simultaneously, reducing delays and keeping the process efficient. This model has helped Flower Knows stay ahead of other C-beauty competitors like Perfect Diary and Florasis.

How Flower Knows Became a Global Hit

Several factors powered the brand’s rise:

✅ 1. Artistic, Collectible Packaging

Instead of basic plastic compacts, Flower Knows releases sculpted, embossed, Baroque-style designs. For many customers, the products feel like jewelry or miniature artwork. Fans often share unboxing videos and display collections like figurines.

✅ 2. Affordable Luxury

Eyeshadow palettes under $20. Lip creams are around $9.
This makes the brand accessible, especially for young buyers who want premium aesthetics without luxury-brand pricing.

✅ 3. Social Media Power

Flower Knows became viral through Chinese platforms like Xiaohongshu, Weibo, Bilibili, and TikTok. Livestreaming and influencer partnerships helped build trust, while user-generated makeup looks created constant buzz.

Popular Products from Flower Knows

The brand has released over 100 items, but a few collections stand out:

• Moonlight Mermaid Five-Color Eyeshadow Palette
  Jewel-toned packaging, glitter formulas, and versatile color choices — perfect for both subtle and dramatic looks.
• Strawberry Rococo Cloud Lip Cream
  Vintage-style packaging, strawberry scents, velvet finish, and long-lasting pigment.
• Swan Ballet Embossed Blush
  A swan sculpted into the compact makes this one of the most collectible pieces. It blends smoothly and suits many skin tones.
• Little Angel Embossed Highlighter
  A signature item with radiant shimmer and intricate cherub design.

These products gained a cult following thanks to their artistry and performance, turning Flower Knows into one of the most photographed beauty brands on social media.

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Flower Knows Founder Yang Zifeng’s Journey

Yang Zifeng, a young entrepreneur, One of Flower Knows founder with creative director Zhou Tiancheng in 2016 Make Flower Knowns Company. Initially facing challenges, the duo persevered and shortened their production time from six months to under three months for each product line.

Yang’s focus on fast beauty, coupled with their commitment to original and creative ideas, propelled Flower Knows to success. The brand offers affordable products, with eyeshadow palettes priced under $20 and lipsticks at $9, making them highly appealing to consumers.

Global Expansion and Revenue Growth

Though it started as a niche brand in China, Flower Knows quickly went international. By 2021, the company had entered over 1,000 retail stores in Japan. In 2023–2024, Flower Knows officially expanded to the U.S. through Urban Outfitters, achieving more than 400% year-on-year growth. Reports estimate the brand has generated over $10 million in revenue from North America and Europe alone.

A strong repurchase rate shows consumers aren’t just buying for the packaging — they’re coming back for quality.

Why Fast Beauty Works for Young Consumers

Modern beauty shoppers prefer variety over loyalty. Instead of wearing the same palette for two years, they enjoy trying seasonal collections. Flower Knows understands the psychology of Gen-Z:

• Affordable prices make experimentation easy
• New launches keep the brand exciting
• Cute packaging feels collectible
• Products are social-media-friendly

In China, people describe fast beauty consumption as “snacking” — small, frequent purchases that make consumers feel happy without guilt.

Consumer Perspective: Why Fast Beauty is a Hit

The appeal of fast beauty extends beyond its rapid production and diverse product range. Market research suggests that Chinese consumers, particularly those in their 20s and 30s, are drawn to the value-for-money aspect of these brands.

Affordable prices, combined with frequent product launches, allow customers to own a wide variety of cosmetics and experiment with different looks. Moreover, these brands resonate with local tastes and cultural sentiments, contributing to their growing popularity.

Marketing Strategies: Riding the Social Media Wave

Fast beauty brands effectively utilize social media platforms to reach their target audience. From leveraging word-of-mouth on WeChat and Weibo to video-based marketing on platforms like Xiaohongshu and Bilibili, these brands tap into the power of social networking.

Live-streaming on e-commerce platforms further enhances their reach, providing a platform for real-time interaction with consumers. By engaging with customers and staying attuned to their preferences, fast beauty brands create a sense of excitement and urgency around their products.

Embracing Change: A Cultural Shift in Beauty Consumption

Fast beauty consumption is often compared to “snacking,” where consumers sample a wide range of products and brands. The affordable price tags of fast beauty products enable consumers to express their uniqueness and stay current with ever-changing beauty trends.

The visually appealing and attractive packaging of these products adds to their appeal, particularly among younger consumers who seek a fun and playful beauty experience.

Flower Knows was founded in China in 2016 by Yang Zifeng and Zhou Tiancheng, who are also known as Baozi & Hana, celebrity cosplayers with millions of fans on social media.

They started the brand with their savings of slightly over $100,000 and faced many challenges at first, but they managed to shorten their production time and launch new products every three months.

Some of their popular product series include Love Bear, The Little Angle, Flower Goddess, Cherry Love, Circus Unicorn, and more.

They sell their products on Chinese e-commerce platforms like Taobao and Tmall, as well as overseas markets like Japan, Europe, and the United States. As of March 2021, Flower Knows entered more than 1,000 Japanese stores and won the 2021 Shopee Seller Awards.

Some secrets about Flower Knows Founder’s Company are:

• They collaborate with famous illustrators like Sakizo and Mika Pikazo to design their packaging.
• They use natural ingredients like rose extract, cherry blossom extract, and camellia oil in their products.
• They have a loyal fan base called “Flower Fairies” who share their makeup looks and reviews online

Global Growth and Market Impact

In 2023–2024, Flower Knows expanded beyond China, debuting in the U.S. through Urban Outfitters and achieving more than 400% year-on-year growth. Reports indicate revenue has surpassed $10 million across North America and Europe, with a repurchase rate of over 40% on new collections. This remarkable performance proves that Flower Knows is not only a social media sensation but also a scalable, globally relevant beauty brand.

Criticisms and Challenges

No brand is perfect, and Flower Knows has faced its share of feedback:

• Some users say the pigmentation is softer than Western brands
• The ornate packaging can be heavy or bulky for travel
• Early international shipping was slow

However, the brand has worked to improve formulas, create lighter compacts, and upgrade overseas logistics. Listening to consumer criticism has been key to maintaining trust.

Conclusion

The rise of fast beauty, exemplified by the success of Flower Knows CEO or Flower Knows Founder Yang Zifeng, has transformed the Chinese beauty industry. By prioritizing speed, innovation, and affordability, these brands have captured the hearts of millions of consumers, challenging the dominance of Western beauty giants.

The combination of efficient production processes, cultural understanding, and strategic marketing on social media platforms has paved the way for the exponential growth of fast beauty. As the industry continues to evolve, it is clear that the era of fast beauty has arrived and is here to stay.

Looking Ahead: Flower Knows in 2025 and Beyond

The future appears bright. With more overseas retailers, global influencers, and potential collaborations with international artists, Flower Knows is moving from a social-media favorite to a major global player.

Sustainability will likely shape the next era of the brand — reusable cases, eco-friendly packaging, and ingredient transparency. If Flower Knows can balance fast-beauty innovation with environmental responsibility, it may redefine what modern beauty brands can achieve.

Faq