Chinese cosmetics leader Proya has returned to men’s skincare, filing product registrations for a new Proya Men line. The move marks the brand’s re-entry after discontinuing its initial men’s series in 2021. The new collection includes a firming serum, balancing essence, and purifying cleanser. China’s male skincare market grew to 15.6 billion RMB ($2.1 billion) in 2024 and is projected to exceed 20 billion RMB ($2.8 billion) by 2026. Proya’s parent company aims to increase brand revenue from approximately 100 billion RMB ($13.8 billion) to 350 billion RMB ($48.3 billion) within the next decade.