Proya Cosmetics became the first Chinese beauty firm to break the RMB 10 billion revenue mark in 2024, a milestone that now pushes the company toward a multi-brand, global strategy.
From domestic champion to global platform
Beyond its flagship line, Proya has added Timage and Off&Relax to its portfolio and intensified acquisitions. In June 2026 the group raised its stake in makeup brand Flower Knows to 51 percent, giving it control of a fast-growing label with a strong presence in Japan, Europe and the United States.
The move fits the “Double Ten” plan, which aims to rank Proya among the world’s top ten beauty companies within ten years. Early holiday data suggest the strategy is on track: during the first four hours of Tmall Beauty’s Double 11 event on October 20, Proya topped the platform’s transaction leaderboard, outpacing SkinCeuticals and Lancôme.
General manager Hou Yameng says the next phase is less about chasing sales peaks and more about reshaping the company’s operating logic. “A company’s leap to its next stage is fundamentally a reconstruction of its underlying business logic,” he told Jing Daily. “We also need to look at profitability, efficiency, and sustainability and build long-term brand assets driven by fundamental research and brand values.”
Organizational overhaul and international push
Hou stresses that the era of rapid, founder-driven decisions must give way to a platform-based organization that can support multiple brands. “But once a company exceeds RMB 10 billion in scale, the business becomes more diverse and the brand portfolio more complex, so a model that relies on the judgment of a small number of people needs to evolve,” he explained.
He adds that the group’s new structure will share capabilities in research, supply chain, digitalization and governance while allowing each label to retain creative independence. “Different brands have different positioning, consumers, and development rhythms, so the group needs strong R&D, supply chain, and talent systems while giving each brand enough independence to preserve its creativity and sensitivity to the market,” Hou said.
Internationally, Proya’s first major foothold will be through a partnership with Ulta Beauty. The plan calls for the brand’s products to appear in roughly 400 Ulta stores beginning in November 2026. Hou notes that success will be measured not just by sales but by “consumer acceptance, genuine repeat purchases, organic professional word-of-mouth and whether retailers increase their commitment to the brand.” He expects the partnership to test the company’s ability to reach non-Asian American shoppers and to build lasting consumer trust.
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At the International Federation of Societies of Cosmetic Chemists (IFSCC) Congress, Proya showcased 20 research projects, winning the Best Basic Research Award for its work on mitochondrial anti-aging. Four of the presented technologies have already been incorporated into existing product lines, showing the firm’s focus on scientific innovation as a competitive edge.
Hou also highlighted the importance of preserving each acquired brand’s “soul.” Flower Knows, for example, brings a “distinctive romantic, feminine visual identity” and a highly engaged fan base that the group intends to nurture rather than overhaul.
Building a global R&D engine
Through its network of laboratories in Longwu, Hangzhou, Shanghai and Europe, the group seeks to turn consumer insight into scientific breakthroughs.
Linking fundamental studies on skin biology with formulation work allows new ingredients to move quickly from the bench to the shelf. Recent presentations at an international cosmetics chemistry congress showcased dozens of projects, including a winning basic-research award for work on cellular aging pathways. Several of those technologies have already been integrated into existing lines, demonstrating the practical impact of the research pipeline.
By centralising core capabilities such as ingredient synthesis, efficacy testing and regulatory expertise, the company can support each brand while preserving its unique voice. Shared services handle sourcing, quality control and digital tools, freeing creative teams to focus on product storytelling and market positioning.
Cross-border collaborations are also expanding, with scientists in Shanghai partnering with European peers to co-develop formulations that meet regional regulatory standards. This approach aims to create a seamless pipeline that can respond to market signals worldwide without relying on a single geographic hub.
Adapting to evolving consumer expectations
The next generation of products will feature a patented peptide discovered in the Longwu research center, marking another step toward establishing “Designed and Developed in China” as a mark of scientific credibility and aesthetic innovation.