Hou Juncheng Net Worth

Hou Juncheng has an estimated net worth of $1.3 billion, according to Forbes Real-Time Billionaires, Hou Juncheng profile (figures as of October 20, 2026). That is up from $1.1 billion in 2020.

Hou Juncheng is a Chinese businessman and the founder and chairman of Proya Cosmetics, a Shanghai-listed maker of moisturizing and whitening skincare products. He was born in 1963 or 1964, and Forbes describes him as self-made.

His start in life was hard. In 1982, at age 18, he began working as an auto parts repairman to support his mother after his father died suddenly. He later earned a degree from Tsinghua University, one of China's top schools.

A decade after starting work, he moved into cosmetics by joining a beauty distribution business set up by his four older sisters in Yiwu, a manufacturing hub in Zhejiang province. There he handled outside relations and dealt with manufacturers, learning how the beauty trade worked from the inside.

Hou's rise from a repair shop worker to the head of a listed beauty company took about four decades. Family played a big part, since it was his sisters' distribution business that first brought him into the industry.

How Hou Juncheng made his money

Hou founded Proya in 2006 in Zhejiang. At first it worked as a distributor of local brands such as Yue Sai, and only later did it launch product lines of its own. That gave the company a sales network before it had brands to fill it.

Today most of Proya's sales come from its own Proya brand, which is popular among Chinese women aged 18 to 24 who live in small and medium-sized cities. By focusing on that group, Proya built a loyal following. The company is headquartered in Hangzhou and employs 2,720 people.

Proya's shares hit a record high in January 2020, and that rally made Hou a billionaire. His story is one of the clearer examples of a Chinese consumer brand that grew by knowing its customers well.

How Forbes has valued Hou Juncheng

Forbes first counted Hou as a billionaire in 2020, at $1.1 billion. His figure rose to $2 billion in 2021, $2.1 billion in 2022 and $2.6 billion in 2023, his highest.

It then fell to $1.9 billion in 2024, $1.7 billion in 2025 and $1.5 billion on the 2026 World's Billionaires List. As of October 20, 2026, the Forbes real-time billionaires tracker showed $1.3 billion. His fortune follows Proya's share price.