Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

China’s Biggest Beauty Firm Lays Out Strategy to Rival L’Oréal

Proya reported sales above 10 billion yuan last year, the first Chinese beauty company to do so. Its billionaire founder is now on the hunt for European brands.
Actress Liu Yifei is Proya's global brand ambassador.
Actress Liu Yifei is Proya's global brand ambassador. (Proya)

Proya Cosmetics Co

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

Further Reading

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Beauty
Analysis and advice on the fast-evolving beauty business.

Can Mikayla Nogueira Sell Fragrance, Too?

The beauty influencer is hoping her 20 million-strong following can cut through the category’s oversaturation with Only Sunshine, a tropical scent launched with indie brand Snif.


Ulta Beauty Joins TikTok Shop

Ulta Beauty becomes the first US specialty beauty retailer to launch on TikTok Shop, making the case for partnership rather than competition with the platform’s beauty e-commerce business.


view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.
VIEW MORE
Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON