Chinese beauty giant Proya has created a senior investment manager role at its European Innovation Center, appointing a professional with experience at Rothschild & Co and Michel Dyens & Co. The move signals that the company’s overseas M&A plans are entering a concrete planning stage. At Proya’s 2024 annual shareholders’ meeting in May, Chairman Hou Juncheng revealed initial plans to target European brands with heritage and technical expertise in categories where Proya lacks presence — children’s products, fragrances, and men’s grooming. Industry observers view the potential acquisitions as critical to Proya’s globalization strategy, drawing comparisons to Anta’s 2009 acquisition of Fila.