Hou Juncheng is the founder and chairman of PROYA Cosmetics, and the beauty entrepreneur who helped turn a homegrown company into one of China's largest cosmetics groups. Born in Wenzhou and based in Hangzhou, he has spent nearly three decades in the beauty industry.

He founded PROYA in 2003, when international brands dominated the Chinese market, and committed the company to its own research and manufacturing. Through successive shifts in branding, channels and digital transformation, he took PROYA to the A-share main board in 2017, the first domestic beauty company listed there. In 2024 it became the first Chinese beauty group to pass RMB 10 billion in annual revenue, reaching RMB 10.7 billion. PROYA runs R&D centers in Hangzhou, Shanghai and Paris with a team of nearly 400, and in 2025 became the first Chinese cosmetics company to receive an IFSCC Top 10 Basic Research award. In 2026 its team won the IFSCC's Best Basic Research award.

Hou also serves as chief adviser to the China Beauty Town management committee, where he has helped bring more than 340 companies into the cluster since 2015, and as vice chairman of the China Association of Fragrance Flavor and Cosmetic Industries.