When discussing China’s new-generation beauty brands, 🌸Flower Knows (花知晓) stands out as one of the most distinctive success stories. Founded in 2016 by two post-90s male cosplay enthusiasts, the brand quickly rose to prominence with its dreamy, 少女心 (fairytale-girlish) packaging and pastel palettes.

On Xiaohongshu, the lifestyle platform at the heart of China’s Gen Z culture, a new kind of beauty trend is taking over, and it’s not...