Flower Knows Expands Into 450 Ulta Beauty Stores

Flower Knows is marking its 10th anniversary with a limited-time rollout to 450 Ulta Beauty stores nationwide, beginning September 20, 2026. The cosmetics brand is one of four brands selected for Ulta Beauty’s Just Dropped Beauty platform and is expected to remain in stores through at least early 2027. The initiative follows Flower Knows’ December 2025 launch of more than 60 products on Ulta.com. It also includes a four-day New York City holiday pop-up in mid-November and the release of the Snow Ballet Collection for the holiday season.

A Limited Time Store Launch

Participating Ulta Beauty locations will carry five Flower Knows products for a limited time: Violet Strawberry Rococo Glowy Lip Gloss in Raspberry Booze, Swan Ballet Embossed Blush in Silky Ribbon, Swan Ballet Six-Color Makeup Palette in White Swan, Strawberry Cupid Makeup Palette in Cupid’s Mischief, and Strawberry Cupid Hand Mirror in Red Velvet. Prices for the five products range from $25 to $40.

Just Dropped Beauty is a rotating in-store storytelling experience designed to spotlight timely trends, emerging brands and exclusive products. Flower Knows’ expanded online assortment of more than 62 products will continue to be available on Ulta.com, with prices ranging from $8 to $45.

Kaitlin Rinehart, Vice President of Merchandising at Ulta Beauty, said:

“Flower Knows has built an incredible following by tapping into the bold, playful and expressive side of beauty in a way that feels fresh and has resonated strongly with beauty lovers on social. We’re excited to take that discovery beyond the screen and create an opportunity for our guests to test, play and experience the brand firsthand through a limited-time in-store presence. As beauty becomes increasingly global, we’re also focused on bringing the trends and brands gaining momentum around the world stateside for our guests to discover. Flower Knows is a great example of how we’re translating what’s capturing attention globally and socially into new opportunities for self-expression and discovery at Ulta Beauty.”

Expanding the U.S. Footprint

Founded in 2016, Flower Knows made its U.S. retail debut in 2023. The United States is now the company’s largest overseas market, the company said. The brand is also available across Greater China, Japan, Southeast Asia, Canada, the United Kingdom, Germany, France, Poland, Australia and the Middle East, and recently expanded into South Korea with a pop-up store in central Seoul.

Its U.S. retail presence includes Urban Outfitters and Amazon. Flower Knows’ established collections include Bunny Garden, Strawberry Cupid and Strawberry Rococo.

Gong Fang, Chief Marketing Officer at Flower Knows, said:

“The expansion into Ulta Beauty brick-and-mortar stores for this special storytelling moment marks an exciting next chapter for Flower Knows in the U.S. and reflects the incredible response we’ve seen since launching on Ulta.com. Bringing Flower Knows into stores gives even more consumers the opportunity to have a true real-world experience by interacting with our products and seeing the artistry, storytelling and sense of wonder behind the brand firsthand. As the U.S. continues to be an increasingly important market for Flower Knows, we’re thrilled to deepen our partnership with Ulta Beauty and introduce our world of beauty to an even wider audience.”

New York Anniversary Plans

Flower Knows’ 10th Anniversary Global Tour will include a four-day holiday pop-up in New York City in mid-November. The company will also introduce its Snow Ballet Collection for the holiday season.