On May 12, the 29th China Beauty Expo (CBE) opened grandly in Shanghai. As a leading Chinese beauty brand, Proya Cosmetics presented its seven-brand portfolio and a series of scientific innovations at the expo. Senior executives attending included Hou Junchen, Founder and Chairman of Proya Cosmetics, Dr. Sun Peiwen, Chief R&D Innovation Officer of Proya Cosmetics, Antoine Deconinck, General Manager of the Proya Cosmetics European Innovation Center, and Dr. Lieve Declercq, Chief Scientific Advisor of Proya Cosmetics and Vice President of the Proya Cosmetics European Innovation Center.
At the opening ceremony, Mr. Hou delivered a speech as a representative of Chinese beauty enterprises. He highlighted Proya Cosmetics's achievements in 2024, reporting an annual revenue of RMB 10.778 billion, making it the first Chinese beauty brand to surpass the RMB 10 billion milestone. Hou Junchen stated that at the dawn of this new journey, Proya Cosmetics is firmly committed to its "Double Ten" strategic vision - to become the top 10 global beauty brands in 10 years. To achieve this, the company will focus on three key areas: first, continuously increasing R&D investment and enhancing technological innovation; second, keeping pace with the times by actively advancing digital and intelligent transformation; and third, fully implementing ESG practices to pursue a path of green, low-carbon, and sustainable development. He also emphasized deepening collaboration with domestic beauty brands, industry chain partners, and media to share resources, achieve mutual success, and propel Chinese cosmetics onto the global stage.
At the "Brand Technology Premiere" session of the 10th International Cosmetic Technology Conference in 2025, Dr. Lieve Declercq was invited to deliver a keynote speech, marking her first public address in China since joining Proya Cosmetics. Using Proya Cosmetics's Advanced Original Repair Essence 3.0 and Cream 2.0 as examples, she elaborated on the company's research into the dermal-epidermal junction in Chinese skin types, the globally exclusive scientific achievement of XⅦ recombinant collagen, and its clinical validation in the Advanced Original Repair product line, demonstrating Proya Cosmetics's strong capabilities in both scientific innovation and product performance.
In addition, at this year's expo, Proya Cosmetics showcased all seven of its brands: flagship brand PROYA, professional makeup artist brand TIMAGE, Asian scalp care expert Off&Relax, oily-skin skincare specialist HAPSODE, high-efficacy skincare brand CORRECTORS, eye makeup expert INSBAHA, and functional personal care brand Awaken Seeds. Together, these brands span a wide range of categories, including skincare, makeup, and hair and body care, enabling Proya Cosmetics to precisely meet the diverse needs of consumers.
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