Chinese cosmetics brand Flower Knows has become the first Chinese beauty brand to launch on Musinsa, South Korea’s leading fashion and lifestyle platform popular among younger consumers. The February 25 entry follows a Seoul pop-up that drew approximately 27,000 visitors and previous integration with Kakao Talk’s gift channel. Musinsa’s beauty segment has grown over 161% YoY but has traditionally featured mostly Korean brands alongside select Western luxury labels, making Flower Knows’ inclusion a milestone. The move marks the brand’s transition from cross-border sales into mainstream Korean retail, having previously entered the U.S. market via Ulta Beauty in December 2025.

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