Proya plans to raise its stake in Shenzhen Flower Knows E-commerce to 51% through its wholly owned subsidiary Hangzhou Jinxiu Enterprise Management. The company said it will acquire an additional 12.5479% stake for RMB 351 million, or about $48.6 million, bringing Flower Knows into Proya’s consolidated financial statements.
Control Shifts to Proya
Before the new deal, Proya already held 38% of Flower Knows after investing in the brand in 2025. The latest transaction would give the group a controlling position rather than full ownership, marking a strategic step deeper into color cosmetics.
That matters because Proya has historically been more closely associated with skincare. Taking control of Flower Knows gives the company stronger exposure to a makeup brand with distinct visual branding and a younger consumer base.
Makeup Expansion Continues
Flower Knows has built recognition through ornate packaging, fantasy-led product design, and a strong online following. For Proya, the deal suggests a broader portfolio strategy in which established Chinese beauty groups use acquisitions and majority stakes to add faster-growing or more differentiated brands.
For Dewsia readers, the significance lies in category mix. Proya is not only adding scale, but also strengthening its position in makeup at a time when domestic beauty groups in China are becoming more portfolio-driven.
