Proya has fully acquired Flower Knows, bringing the niche beauty brand onto its balance sheet. The deal makes Flower Knows the group’s second-largest cosmetics brand by revenue, according to a report by Inside Retail Asia .
The acquisition marks Proya’s bet on a different approach to Chinese beauty, with Flower Knows targeting a younger, online-savvy consumer base. The brand offers distinctive packaging and themed collections, differentiating it from Proya’s existing portfolio.
This consolidation reflects broader trends in China’s beauty market, where established groups are acquiring indie brands to capture new segments. For retailers and the beauty supply chain, such mergers signal increasing concentration in the industry.