| Category | Hair Care |
| Founded | 1985 |
| Headquarters | Shanghai |
| Listing | Private (Shanghai Bee & Flower Co., Ltd.) |
| Latest revenue | No audited financials disclosed |
| Hero SKUs | Hair Conditioner |
Brand History
Bee & Flower was founded in Shanghai in 1985 and was among China's first conditioner brands. Through the 1990s, 'Bee & Flower conditioner' was practically a synonym for the category, reaching department and grocery stores nationwide through state channels at extremely low prices. Its product structure barely changed for three decades: big yellow bottles of conditioner and shampoo, prices stuck at RMB 10-30.
Its revival is a textbook event of the traffic era. In September 2023, amid a national debate over domestic beauty pricing, the brand's self-deprecating response — 'what 79 yuan buys at Bee & Flower' — went viral, sending livestream and e-commerce sales soaring, followed by collaborations and new packaging. It turned from 'your parents' conditioner' into an emotional symbol of honest domestic brands, but faces a conversion problem: turning sentiment into steady repurchase needs sustained product and channel investment, not one viral moment.
Hero Products
Three-Year Financials
Neither the brand nor its parent publishes audited annual financials; no estimates are provided.
Brand-level：The company does not publish revenue. Press reports put annual sales in the hundreds of millions to around RMB 1bn over the years, with e-commerce sales multiplying after the 2023 event-driven campaign.
Source：Company disclosures; press coverage of the 2023 campaign
Company Coverage
- 2025-11Channel refresh
Entry into convenience and discount stores aims at younger shoppers.
Source：Press reports - 2024-12Collaborations and packaging
Co-branded limited editions with cultural and food brands.
Source：Brand updates - 2023-09The '79 yuan' moment
Riding a pricing controversy, e-commerce sales doubled in a day.
Source：Press reports
Editor's note: Bee & Flower proves cheapness can itself be a brand asset — but assetisation raises the next question: what turns the sentiment-driven first purchase into a second? The product line is already catching up on formula and packaging, faster than a typical state-era brand, yet still short of being actively repurchased by young consumers.