Proya targets global beauty market expansion
Established in 2003, Proya Cosmetics—China’s top-listed beauty firm—now leads the country’s cosmetics sector by revenue, generating RMB10.597 billion in 2025. The company’s product range covers skincare, makeup, body care, and haircare through brands like Proya, Timage, Off&Relax, and Flower Knows as it pursues global expansion.
The company has set a target of becoming one of the world’s top 10 cosmetics companies within the next decade and reaching RMB50 billion in annual revenue by 2035. To achieve this, Proya is focusing on international expansion, with its flagship brand preparing to make its official US retail debut in November through a partnership with Ulta Beauty.
Global Expansion Strategy
The company’s international expansion is moving from planning to actual store shelves.
Proya Founder and Chairman Hou Juncheng and Chief Scientific Officer Dr Huang Hu outlined the company’s strategy. For Huang, the formula behind Proya’s next stage of growth starts with R&D. “R&D is the forefront of our brand and products,” he said. “To have a winning product in the market, the most important thing is building very strong R&D capabilities.”
Proya operates three R&D and innovation centres across Hangzhou, Shanghai, and Paris. By the end of 2025, it had obtained 303 patents, including 143 nationally licensed invention patents, and had led or participated in the development of 21 national standards, seven light industry standards, and 40 group standards.
Each research centre has a distinct role, with the Hangzhou centre focusing on fundamental research, the Shanghai centre on hair care and scalp care, and the Paris centre on cutting-edge technology. They aim to improve consumers’ lives through innovation and high-quality products.
At the 36th IFSCC Congress in Perth, Proya submitted 20 studies, all of which were accepted. The firm also earned the title of IFSCC Technical Gold Benefactor and won the 2026 IFSCC Podium Fundamental Research Award for work on mitochondrial DNA replication in skin cell aging.
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Domestic Market Transformation
Behind Proya’s international ambitions sits an equally significant transformation in its domestic market.
Proya’s strong position at home supports its international goals.
R&D and quality upgrades over many years have built the groundwork for expansion, according to Hou, who pointed out that since China’s reform era, only 20 to 30 years have passed, yet investment in science must keep growing to meet rising consumer expectations.
Proya’s next major step comes in November, when the company is scheduled to launch its Advanced Firming and Original Repair skincare collections in 400 Ulta Beauty stores and on Ulta’s e-commerce platform. The partnership marks the flagship brand’s official entry into the US market and part of its broader global expansion strategy.
The company has established a European subsidiary in Paris, with an R&D centre to co-create and share technology with biotech companies from various countries.
The next major milestone comes in November, when Proya is set to launch in 400 Ulta Beauty stores across the US and online, placing the brand alongside some of the world’s biggest beauty names and significantly increasing its visibility with American consumers.
International Expansion
Proya’s expansion into Malaysia and its upcoming launch in the US market are key steps in its global expansion strategy. The company’s partnership with Ulta Beauty will give it significant physical and digital exposure in the world’s largest beauty market.
