Chinese makeup brand Flower Knows has opened its global flagship store at No 520 Middle Huaihai Road in Shanghai, in partnership with Wow Beauty, marking the brand's 10th anniversary.

The store spans three floors, each with a distinct take on Flower Knows' signature aesthetic, blending girlish charm with elements inspired by Chinese design and classic fairy tales. The first floor showcases rotating full-length mirrors and French-style arches, while the second floor features an oversized mirror installation. The top floor is styled like a vintage attic, with limited-edition anniversary products and store-exclusive items.

The opening signifies a new stage in the partnership between Flower Knows and Wow Beauty, which began in 2018 when Flower Knows was still an emerging brand. Their collaboration has evolved from a single-brand counter in a multi-brand beauty store to a joint global flagship store.

Flower Knows has expanded its presence to more than 50 countries and regions. Shanghai, meanwhile, remains a key gateway to the Chinese market for international beauty brands.

In 2025, the Huaihai Road commercial area welcomed the opening of 87 first stores across various market levels, including three global first stores and 20 national first stores.

Source: Shanghai Observer