Hou Yameng is General Manager of PROYA Cosmetics and chairman of Flower Knows, and the next-generation leader steering one of China's largest beauty groups toward global scale. Based in Hangzhou, he is the son of PROYA founder Hou Juncheng.

He joined PROYA's e-commerce department in 2014, became a director and deputy general manager in 2021 and was appointed general manager in September 2024. Under his leadership PROYA has set out its "Double Ten" strategy, which aims to place the group among the world's top 10 cosmetics companies within a decade, recruited senior executives from P&G, LVMH and L'Oréal, and filed for a Hong Kong listing.

He has also led PROYA's push into new brands. The group was the sole investor in Flower Knows' Series B in 2025 and took majority control in May 2026 in a deal that valued the fairy-tale makeup brand at about RMB 2.8 billion, and Hou became its chairman that July. Founded in 2016, Flower Knows generated RMB 1.726 billion in revenue in 2025 and sells in markets including Japan, the United States and South Korea.