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Proya – ESG Full-link Implementation, a Benchmark for Sustainable Development of Domestic Beauty Brands
Amid the wave of green consumption, Proya integrated ESG strategy into the core of its corporate development, achieving dual improvements in brand value and market recognition through full-link sustainable practices. It successfully obtained the highest AAA-level in China Securities ESG Rating (only 1.1% of A-share companies met this standard) and topped the Wind ESG Industry Ranking for three consecutive years. On the product front, the brand focused on packaging reduction and recycling. Core products such as Double Anti-Aging Serum 3.0 launched eco-friendly refill packs, reducing plastic usage by 300 tons and carbon emissions by 938.23 tons of COâ‚‚ equivalent in 2024. Some product lines adopted reusable PP plastic circulation boxes instead of traditional cartons, with the number of circulation box uses exceeding 1.25 million, building a green logistics system.
In production, the Huzhou factory was awarded the title of “National Green Factory”, with 46.66% of its energy coming from clean energy. It achieved annual carbon reduction of over 5,600 tons through rooftop photovoltaic power generation and green certificate procurement. At the governance level, Proya innovatively linked senior executives’ incentive compensation to ESG performance, establishing an incentive mechanism combining short-term, medium-term, and long-term goals to ensure the implementation of the sustainable development strategy. It also improved the information disclosure system, carried out comprehensive business ethics training for all employees, and built a transparent and compliant governance ecosystem. In addition, the brand exceeded its public welfare investment target ahead of schedule and launched empty bottle recycling activities in collaboration with third-party organizations, promoting resource circulation from the consumer end and proving with solid data that ESG is not an abstract concept but an implementable growth strategy.