On November 18, 2023, the PROYA Foundation was officially established during the PROYA 20th Anniversary Strategic Conference. PROYA Founder and Chairman, Mr. Hou Juncheng, Chairman of PROYA Foundation, Mrs. Fang Aiqin, PROYA Vice President and Deputy Director of PROYA Foundation, Mr. Jin Yanhua, jointly unveiled the PROYA Foundation. This significant event marked a new milestone in PROYA's philanthropic endeavors and was celebrated with nearly a thousand guests from around the world.

PROYA Foundation is officially established.

PROYA Foundation aims to gather positive forces, promote social diversity and inclusiveness, and to create, transmit and achieve beauty. It will carry out public welfare actions focused on promoting educational development, exploring social innovation, and supporting women's careers as well as youth physical and mental health.

In her speech at the founding ceremony, Mrs. Fang Aiqin mentioned, "Looking back, we have adhered to the original intention of PROYA, which is 'Beauty Forever, Wonder to Share'. Looking ahead, we have established the PROYA Foundation with ardent love, hoping to use more professional power and a serious attitude to uphold the mission of 'enabling more people to have a better life' and take on more social responsibilities.”

Ms. Fang Aiqin, Chairman of PROYA Foundation

Over the past 20 years, PROYA has not only been dedicated to creating beautiful products, but also committed to building a better society.

In 2007, PROYA donated and built the PROYA Hope Primary School in Anhe Village, Xiyang Township, Pingliang City, Gansu Province. The company funded the expansion of school buildings, construction of water wells, and installation of rubber playgrounds. Every year, the company sends employees to deliver learning materials and charitable supplies to the students.


This is the starting point of PROYA's philanthropy effort and also a manifestation of PROYA's long-term philanthropic philosophy.

In 2012, Mr. Hou Juncheng, the Founder and Chairman of PROYA, celebrated the fifth anniversary of PROYA Hope Primary School in Qingyang, Gansu.

Over the past 16 years, from providing facilities to supporting the development of literacy education, PROYA Public Welfare has extended its reach from the PROYA Hope Primary School in Pingliang, Gansu to the Beautiful Art Classroom in Ya'an, Sichuan and the Chunlei Love Library in Jiangsu. In 2021, at the "Share · Love" Charity Auction Banquet (Shenzhen), Mr. Hou Juncheng, on behalf of PROYA, donated RMB 1.4 million for the cultural education services of two primary schools. This collaboration with the "Love in the Frontier" public welfare project aims to contribute to the construction of "border-area schools" in Xinjiang Uygur Autonomous Region. This year, PROYA has launched the "Going Afar to Reach the Future" PROYA Public Welfare Western Education Tour, focusing on the development challenges of education in border areas and opening a new chapter in border-area education popularization.

Launch of the "Love in the Frontier to Lighten up the Port" Public Welfare Program

PROYA's care for the youth has evolved from focusing on the material level to caring about their spiritual world, transitioning from surface-level to deep-rooted support. In 2021, PROYA launched the "Echo Plan," a public welfare initiative aimed at focusing on the mental health of teenagers. This initiative strives to provide kind and warm "echoes" for every emotion that young people experience.

PROYA's "Echo Plan"

Over the past three years, PROYA has utilized short films to interpret the significance of expressing emotions from different perspectives for young people. In collaboration with Douban and the Xiaoyuzhou Podcast App, PROYA has been launching a collection of books, films, music, and podcasts that soothe emotions. Additionally, we are dedicated to providing professional psychological counseling for young people, launching online public welfare open courses, establishing a long-term public welfare hotline, and inviting psychological counselors to hold offline public welfare lectures. In 2022, PROYA, in collaboration with China Education Television, launched the "Firefly Project - Anti-Bullying Public Welfare Campaign" to address the issue of campus bullying among teen students. As part of this initiative, PROYA released a special anti-bullying short film titled "Firefly Project.” The video has garnered over 23 million views, with the Weibo topic achieving a cumulative reading of over 140 million and sparking over 14,000 discussions.

PROYA has always been committed to the beauty industry, deeply comprehending the philosophy of reproducing the inner and outer radiance for women, and striving to create a path to inner happiness for more Chinese women. In 2013, PROYA became the first strategic partner of UN Women in China and launched the "Wide Sea and Sky - Women's Employment Equality Program" and the "PROYA· UN Women Umbrella for Women's Protection Program".

PROYA and UN Women Sign Cooperation Agreement for Public Welfare

In 2021, PROYA introduced the concept of "Gender is not a boundary, prejudice is," aiming to break gender bias and advocate for gender equality. The initiative emphasizes that both gentleness and roses, as well as strength and sweat, can be attributes of women. Everyone, regardless of gender, should be treated with equal respect and given equal opportunities.

For the past 16 years, PROYA has been dedicated to philanthropy, which has become an integral part of our corporate culture and values. Our unwavering commitment and actions in the field of public welfare have earned us recognition and appreciation from the outside world. including being recognized as one of the "Top 100 Zhejiang Private Enterprises for Social Responsibility in 2022" and the "Top 30 Charitable Enterprises in Zhejiang" in its inaugural edition.

With the establishment of the PROYA Foundation, PROYA aims to "Gather the power of love, and make the world better with love.". The foundation will focus on strategic planning, attracting professional talents, and ensuring efficient management. PROYA sincerely invites more partners to join and carry forward this warmth and goodwill, working together to create a better world and a better life.