The Chinese group Proya continues to accelerate its expansion in makeup with a strategic move that raises its stake in Flower Knows to 51%, securing control of one of the most influential viral brands among Asian and global Gen Z.
The operation, valued at 351 million yuan (around 45 million euros), comes less than a year after Proya acquired an initial stake of 38.45%. According to data published by the company, Flower Knows would have closed 2025 with revenues exceeding 1.7 billion yuan and a net profit close to 280 million.
Founded in 2016, Flower Knows has become a phenomenon within the beauty universe thanks to a highly recognizable visual identity: packaging that is considered collectible, "fairycore" aesthetic, anime references, and launches conceived almost as fandom objects. More than makeup, the brand sells an aesthetic experience.
For Proya, Flower Knows represents a direct door to young consumers who prioritize storytelling, design, and emotional connection with brands. Furthermore, its internationalization capacity is especially interesting and with room for growth at a time when many Chinese companies are looking to grow outside their local market. The brand already operates in Japan, the United States, and Europe, and part of its international business relies on TikTok, Instagram, and collaborations with beauty content creators.
The acquisition also reflects a strategic shift in the Chinese cosmetics sector. Currently, there is talk of an increasingly saturated market that is perhaps too dependent on rapid trends. For this reason, large groups are betting on building diversified portfolios instead of relying on a single hero brand. In Proya's case, the pressure to find new avenues for growth has intensified after the slowdown of its main skincare brand during 2025.