Recently, the 2025 Inclusion Conference was held in Shanghai. Hu Ningbo, Chief Digital Officer of Proya Cosmetics, was invited to attend the conference and participated in a panel discussion, where he shared Proya Cosmetics’s practical experience in integrating AI technology into business operations to drive the digital transformation of beauty enterprises.
As one of the first companies in China’s beauty industry to achieve online transformation, Proya Cosmetics took the lead in launching its digital transformation journey, establishing itself as a benchmark enterprise at the forefront of technological innovation in the sector. By advancing from external ecosystem collaboration to internal system innovation, the company has built a comprehensive digital framework that spans all aspects of its operations, from consumer insights and R&D innovation to organizational management, effectively breaking down data silos. This transformation ultimately translates into a seamless, user-centric experience, where consumers encounter personalized and relevant content, discover new products tailored to their needs, and enjoy responsive, efficient after-sales service, delivering greater convenience and care at every touchpoint.
In May this year, Proya Cosmetics launched its AI-powered cloud customer service system, creating a flexible service network that integrates AI virtual assistants with human support. For consumers, this means that during promotional peaks or after-sales inquiries, common requests can be answered instantly. Even amid massive traffic surges such as during Double 11 shopping festival, the AI system automatically allocates resources to maintain consistent service quality. At the same time, its distributed deployment helps reduce operational costs, achieving a win-win balance between service excellence and cost efficiency.
In the R&D process, AI applications likewise focus on understanding consumer needs and enhancing efficiency. In the past, R&D personnel had to manually review ingredient literature and patents line by line. Now, with the AI-powered report analysis engine, this process is fully automated, significantly improving efficiency and allowing teams to focus their efforts on core innovation. Meanwhile, the Laboratory Information Management System (LIMS) enables automatic data entry and test report generation, freeing researchers from tedious documentation tasks and empowering them to concentrate on formula development, thereby greatly accelerating new product innovation.
AI-driven VOC (Voice of Customer) insight system automatically cleans and semantically analyzes massive volumes of user reviews from e-commerce and social media platforms. It then performs intelligent clustering to generate intuitive reports, providing direct guidance for product optimization and service enhancement.
AI initiatives in R&D are even more forward-looking: Proya Cosmetics is currently training an AI formulation model, which will serve as a “super assistant” for its R&D engineers. By integrating ingredient databases with consumer skin data and feedback, the system will be able to intelligently generate formulations, significantly shortening the cycle from concept to launch and enabling consumers to experience tailored, high-quality products sooner.
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