What Proya does

Proya is a Chinese multi-brand cosmetics platform founded in 2003 in Hangzhou and listed on the Shanghai Stock Exchange (603605.SH). The company operates a portfolio of brands spanning skincare, color cosmetics, and personal care, including the flagship PROYA brand along with Caitang, Off&Relax, Yuefuti, CORRECTORS, INSBAHA, Jingshi, Youzilai, and Hanya. It serves Chinese mass-market and premium consumers as well as selected international markets through e-commerce platforms (Tmall, Douyin, JD), offline retail (Sephora, Watsons, KA chains), and an expanding network of overseas retail partners. In 2024, Proya became the first Chinese beauty company to surpass RMB 10 billion in annual revenue, and the company is now actively pursuing overseas expansion across Southeast Asia, Europe, and North America.

The company's core technology stack is anchored by a sizable in-house R&D organization with 256 patents and proprietary active ingredients such as cyclic peptide-161 and Type XVII collagen, with recognition through the International Federation of Societies of Cosmetic Chemists (IFSCC). Proya operates a 5G-enabled Longchi smart factory in Huzhou that integrates AI-based visual inspection and automated production. Its business model is primarily B2C consumer goods revenue, sold through direct-to-consumer e-commerce, distributor-led offline channels, and increasingly through international retail partnerships. The company generates revenue through unit sales of skincare, color cosmetics, and personal care products, with a 2024 gross margin of approximately 71% indicating a premium-positioned portfolio. Reported 2025 revenue of approximately RMB 10.6 billion (~$1.6 billion) represented a 1.7% year-over-year decline, marking the first contraction after multiple years of 20%+ growth.

Name

Proya

Legal name

珀莱雅化妆品股份有限公司

Website

https://proya-group.com

Company type

Public

Founded year

2003

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Proya is a Chinese multi-brand cosmetics platform founded in 2003, listed on the Shanghai Stock Exchange. It operates brands including PROYA, Caitang, Off&Relax, and Flower Knows across skincare and color cosmetics, serving Chinese and international consumers via e-commerce, offline retail, and global partnerships.

Ownership category

akta.pro rank

Product category

Cosmetics & Personal Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (456)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Dermocosmetics & Medical-Grade Skincare (CRABAAAF)

Keywords

• Cosmetics brand portfolio
• Skincare products
• Color cosmetics
• Scalp haircare products
• Anti-aging skincare

Headquarters

HQ city

Hangzhou

HQ country

China

HQ region

Asia

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Operations, Infrastructure

Revenue model

1. Cosmetics Product Sales: Proya generates the vast majority of revenue through direct sales of its own-brand cosmetics products across skincare, color cosmetics, and hair care categories. Revenue is generated through e-commerce platforms (Tmall, JD.com, Douyin) and physical retail counters. The company reported 2025 full-year revenue of approximately RMB 10.6 billion (~$1.6 billion), down 1.7% YoY.
2. Equity Investment / Brand Portfolio: Proya invests in other beauty brands (e.g., acquiring a 51% stake in Flower Knows for ~RMB 2.8 billion valuation) to expand its brand portfolio and market reach. This represents a strategic investment approach to diversify revenue and capture new consumer segments.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Proya is a multi-brand cosmetics company that researches, develops, manufactures, and sells its own branded skincare, color cosmetics, and scalp/hair care products. Its portfolio of nine brands (PROYA, Caitang/TIMAGE, Off&Relax, Yuefuti/HAPSODE, CORRECTORS, INSBAHA, Jingshi, Youzilai, Hanya) targets mass-prestige to premium consumer segments with proprietary ingredients (e.g., Cyclic Peptide-161, Type XVII Recombinant Collagen), and is manufactured in its 5G-enabled Huzhou smart factory for direct sale through e-commerce platforms and offline retail channels.

Product overview

Proya operates as a multi-brand cosmetics platform encompassing skincare, color cosmetics, scalp care, and high-efficacy skincare products across nine sub-brands. The core PROYA brand serves as the flagship with science-based skincare lines (Red Ruby anti-aging, Dual Anti antioxidant, Source Force repair), while Caitang provides professional makeup artist color cosmetics with Chinese aesthetics positioning. Off&Relax and 惊时 address scalp and hair care needs, 科瑞肤 offers professional laboratory efficacy skincare, 悦芙媞 targets young consumers, INSBAHA provides trendy color cosmetics, and 优资莱 and 韩雅 round out the portfolio with natural and Korean-inspired positioning respectively.

Differentiator

Problem solved

Functional benefit

Products and services

• PROYA (珀莱雅) Main flagship skincare brand of Proya targeting young consumers with science-backed formulations including the Red Ruby anti-aging line, Dual Anti (早C晚A) antioxidant line, Source Power repair line, and sun protection products. Distributed through Tmall, JD.com, Douyin e-commerce and department stores in China. Generated RMB 85.81 billion revenue in 2024 per source reporting.
• Caitang / TIMAGE (彩棠) Professional makeup artist color cosmetics brand specializing in Chinese-style aesthetic makeup, offering contouring, foundation, eye makeup, and highlighter products tailored for Chinese facial features. Achieved RMB 2.46B (2021) → RMB 5.72B (2022) revenue growth; three-color contour palette ranked #1 on Tmall highlighter/contour category for 3 consecutive years. Brand ambassador Chen Duling.
• Off&Relax Asian scalp holistic care brand providing shampoo, conditioner, scalp treatment, hair ampoules, and hair care products. Uses proprietary technologies including High-Molecular Magnetic Clean Scalp Technology for dandruff control and Si-Fi Ion Volumizing Technology. Generated RMB 368 million revenue in 2024; achieved CBE Beauty Good Brand and Trend Product awards.
• Yuefuti / HAPSODE (悦芙媞) Young skin care brand focused on products tailored for younger skin types with youthful energy and vitality positioning across the youth consumer segment.
• CORRECTORS (科瑞肤) Professional laboratory efficacy skincare brand targeting specific skin concerns such as pore refinement, with science-based formulations backed by clinical validation from the joint Pore Specialty Laboratory with Beijing University of Technology and Commerce.
• INSBAHA Original Color Bota (原色波塔) Trend-forward color cosmetics brand targeting young consumers with bold, expressive makeup products and modern aesthetics positioning.
• Jingshi (惊时) Efficacy shampoo and hair care brand specializing in scalp microbiome research and targeted solutions for scalp health concerns, with clinical credibility established through medical alliance partnerships.
• Youzilai / YOZLAI (优资莱) Natural skincare brand centered around tea-based ingredients, offering skincare products utilizing tea cultivation and skin-nourishing properties.
• Hanya / HANYA (韩雅) Korean-inspired professional skincare brand developed specifically for Chinese women's skin characteristics and concerns, offering skincare positioned at the premium segment.
• PROYA Super Membrane Silver Tube Sunscreen (源力防晒膜银管) Sunscreen product under the PROYA brand featuring proprietary Dot Matrix Light Strike Super Membrane Technology with global sunscreen spokesperson Liu Yifei.
• Red Diamond Cream 3.0 (红宝石面霜3.0) Anti-aging face cream under the PROYA brand featuring Proya's proprietary Cyclic Peptide-161, the first cyclopeptide new cosmetic ingredient approved by NMPA in China. Established a proprietary ingredient barrier in the peptide domain for Chinese beauty brands.
• Off&Relax SPA Fluffy Family + Star Satin Luxury Care Three-Step Series + Anti-Hair Loss Conductive Essence Off&Relax brand's 2026 product series expansion including the SPA Fluffy Family, Anti-Hair Loss Conductive Essence (shortlisted for 2026 Cosmoprof Awards), and the Star Satin Luxury Care three-step regimen.
• PROYA MEN Men's Titanium Silver Series Men's skincare line under the PROYA brand targeting the male skincare consumer market with Titanium Silver product positioning.
• Source Force MED Scientific Repair Series Clinical repair skincare line developed in collaboration with Grade-A hospital dermatology departments, positioned at the premium segment with dermocosmetic positioning under the 械妆双轨 (cosmetic-dermatology dual-track) model.
• Flower Knows (花西子) C-beauty color cosmetics brand majority-owned by Proya (51%), targeting Gen Z consumers in the US, Japan, South Korea, and Southeast Asia. Operates rapid overseas expansion through cross-border e-commerce.

Quantifiable outcome

• Revenue grew from RMB 46.33B (2021) to RMB 107.78B (2024), becoming China's first 100B+ domestic beauty company, with net profit growing from ~RMB 0.58B to ~RMB 15.52B over the same period.
• +4 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature6 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Flower Knows (花西子)coreStrategic or Co-development Partner · 28 May 2026Proya acquired an additional 12.6% stake in Flower Knows from founder Yang Zifeng for RMB 351 million ($51.6 million), increasing its total stake to 51% and gaining majority control. Flower Knows is valued at approximately RMB 2.8 billion ($416 million). Flower Knows reported RMB 1.73 billion revenue and RMB 280 million net profit in 2025, with rapid overseas expansion across the US, Japan, South Korea, and Southeast Asia targeting Gen Z consumers.
• Guardian (Malaysia)coreChannel Partner/ Reseller/ Distributor · 1 April 2026Proya entered a strategic partnership with Guardian, Malaysia's leading health, beauty and personal care retailer with 200+ stores. The partnership led to Proya's Source Power series becoming the highest-selling single-day product from a Chinese beauty brand at Guardian's largest flagship store in Mid-Valley Megamall, Kuala Lumpur.
• Shanghai Dermatology Hospital (上海市皮肤病医院)coreStrategic or Co-development Partner · 1 March 2026Proya and Shanghai Dermatology Hospital established the 'Skin Clinical Innovation Laboratory' and jointly published China's first 'Proya Basement Membrane White Paper' focusing on Chinese population skin basement membrane damage pathways. Clinical research validated basement membrane repair efficacy of Proya's Source Power line.
• Zhejiang University School of Pharmacy (浙江大学药学院)coreStrategic or Co-development Partner · 1 October 2025Proya and Zhejiang University School of Pharmacy established the 'Skin Health and Aging Research Joint Laboratory'. The partnership focuses on skin aging mechanisms, mitochondrial function regulation, and ingredient efficacy, producing award-winning IFSCC research on the Cellergy Pro™ ingredient complex.
• Sichuan University West China Hospital (四川大学华西医院)coreStrategic or Co-development Partner · 1 July 2025Proya partnered with West China Hospital focusing on 'mitochondrial anti-aging' research direction. This collaboration contributed to Proya's IFSCC 2025 Top Ten Basic Research Award.
• Enhe Biotech / Bota Bio (恩和生物)coreTechnology or Integration · 1 May 2025Proya entered a strategic cooperation with Enhe Biotech to apply synthetic biology and AI technology in beauty ingredient R&D. AI platforms accelerate ingredient screening and biological manufacturing capabilities, compressing development timelines.
• Zhejiang University AI Biology Research Center (浙江大学AI生物学联合研究中心)coreTechnology or Integration · 1 March 2025Proya joined Zhejiang University's AI Biology Joint Research Center as a 'Biological Intelligence Frontier Application Strategic Partner', embedding AI across consumer insights, R&D literature processing, and formulation development.
• UN Women China (联合国妇女署)coreGTM or Marketing Partner · 1 March 2025Proya became UN Women China's first corporate partner in 2013, committing RMB 10 million for various gender equality programs. Programs include 'Women Protection Umbrella Plan', 'Equal Employment Initiative', and gender equality awareness campaigns including the HeForShe movement.
• Shanghai Jiao Tong University Systems Biomedical Research Institute (上海交通大学系统生物医学研究院)coreStrategic or Co-development Partner · 1 October 2024Proya Shanghai Scalp Care R&D Center and Shanghai Jiao Tong University established the 'Scalp Health Joint Laboratory', the first in China to use metagenomic sequencing technology for Chinese scalp microbiome research. Research presented at IFSCC.
• National Integrated Medicine-dermatology Hair Disease Medical Alliance (国家中西医结合医学中心毛发专病医联体)coreStrategic or Co-development Partner · 1 August 2024Off&Relax brand partnered with this medical alliance to publish the 'Asian Scalp Health White Paper', establishing clinical credibility for the scalp care brand through medical institution collaboration.
• Beijing University of Technology and Commerce (北京工商大学)minorStrategic or Co-development Partner · 1 July 2024Proya's CORRECTORS brand partnered with Beijing University of Commerce to establish China's first university-enterprise joint 'Pore Specialty Laboratory', focusing on Chinese skin pore research and product development.
• State Forestry Administration / RSPO (可持续棕榈油圆桌倡议)minorStrategic or Co-development Partner · 1 January 2024Proya joined the Roundtable on Sustainable Palm Oil (RSPO) to source certified palm oil derivatives, reducing deforestation impact. Proya's skincare factory received RSPO supply chain certification (Mass Balance model) in 2024.

Scale indicators15 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Marubi (丸美): Chinese listed skincare company focused on eye care, anti-aging, and peptide-based formulations. Comparable to Proya on anti-aging peptide positioning (Marubi is a peptide ingredient leader; Proya has cyclopeptide-161), Tmall/JD distribution, and mass-prestige price tier.
• Yatsen Holding (逸仙电商): NYSE-listed parent of Perfect Diary and Little Ondine, one of Proya's closest peers in the D2C color cosmetics and mass-prestige beauty space in China. Both brands pioneered Douyin livestream commerce and built flagship stores on Tmall with similar Gen Z target segments.
• Botanee (贝泰妮 / Winona): Chinese dermocosmetics leader behind the Winona sensitive-skin brand, listed on the Shenzhen Stock Exchange. Directly comparable to Proya's Source Power MED line — both target sensitive-skin and dermatology-endorsed skincare with clinical positioning and medical-channel sales.
• Shanghai Jahwa (上海家化): One of China's largest listed personal care conglomerates with brands including Maxam, Herborist, Liushen, and Give Me Five. Directly comparable to Proya as a multi-brand domestic beauty company; competes in similar channels (Tmall, JD) with both heritage and modern brands.
• Bloomage Biotechnology: Leading Chinese biotech-driven skincare/cosmetics company built around hyaluronic acid and recombinant collagen (BM Muscle, Quadi, Bio-MESO). Directly comparable to Proya as a domestic science-led beauty platform with proprietary ingredients, medical-grade positioning, and similar R&D investment intensity.

Broad incumbents

• Amorepacific: Korean beauty giant with brands including Sulwhasoo, Laneige, Innisfree, and Etude. Comparable to Proya as a major Asian beauty multinational with strong R&D, multi-brand strategy, and growing presence in Chinese Tmall and travel retail — competing in similar product categories and price tiers.
• Estée Lauder Companies China: Global prestige beauty conglomerate (Estée Lauder, La Mer, Tom Ford Beauty, Clinique, Bobbi Brown) with a major China business across department stores, Tmall, and Sephora. Comparable to Proya as the leading international premium beauty competitor in the same anti-aging and repair segments.
• L'Oréal China: Global beauty leader with extensive Chinese brand portfolio (Lancôme, Helena Rubinstein, L'Oréal Paris, Maybelline, YSL, La Roche-Posay). Comparable to Proya as the dominant incumbent in Chinese prestige and mass-prestige beauty that Proya is competing against on Tmall, JD, and department store channels.
• Shiseido (資生堂): Global Japanese beauty major with deep presence in Chinese prestige skincare (SHISEIDO, Cle de Peau, IPSA, Anessa). Comparable to Proya as it competes in the same Chinese premium skincare, sun care, and department store channels that Proya is moving into with Source Power MED and Red Diamond 3.0.

Emerging players

• Kans / Shangmei (韩束 / 上美股份): Chinese listed multi-brand beauty company with Kans, One Leaf (一叶子), and Babycolor. Comparable to Proya as a domestic C-beauty competitor with similar Tmall/Douyin livestream commerce model, multi-brand portfolio, and mass-prestige positioning in anti-aging and skincare.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights8 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Proya