THE WHAT? Proya Cosmetics has reported declining revenue and profit, driven by weaker performance from its core brand.
THE DETAILS The Chinese beauty company posted a 1.7% drop in 2025 revenue to 10.6 billion yuan, missing analyst expectations, while net income fell 3.5% to 1.5 billion yuan. The slowdown continued into the first quarter, with revenue down 2.3% and profit declining 6%. Sales of the flagship Proya brand—accounting for over 70% of total revenue—fell 10.4% year-on-year, highlighting a loss of momentum after years of rapid growth. The company has also undergone leadership changes as part of an ongoing restructuring.
THE WHY? The results reflect increasing competition in China’s beauty market and the challenges of sustaining growth at scale as traffic-driven expansion slows.
Source: Bloomberg
