1H25 earnings saved by sub-brands; Maintain BUY

（以下内容从招银国际《1H25 earnings saved by sub-brands; Maintain BUY》研报附件原文摘录）
珀莱雅(603605)
Proya delivered 1H25 revenue and attributable NP growth of +7.2% and +13.8%YoY respectively, missing BBG consensus by 3%/4% primarily driven bysustained momentum across sub-brands and continued pressure on core brandProya. GP margin improvement was partly offset by heavier selling expenseson 618 promotion and sub-brands marketing. The company announced HKlisting plan to accelerate overseas expansion. We trim our TP by 3% toRMB129.83 to reflect lower earnings forecast, based on 30x 2025E P/E,Maintain BUY.
Sub-brands growth cushioned pressure of core brand. Rev. of corebrand Proya dropped 0.1% YoY in 1H25 on a high base and fiercercompetition. Sub-brands TIMAGE/OR/ INSBAHA sustained high growth withrevenue up 21/102/80% YoY, with their combined revenue contribution liftedto 20.2% in 1H25, up 4.7ppts YoY. Looking forward, management has laidout a clear plan to enrich the product matrices across sub-brands: TIMAGEwill iterate base-makeup technologies; OR will focus on anti-hair-losssolutions with aromatherapy concepts; and INSBAHA will deepen nichecolor cosmetics. International expansion is set to accelerate, with ORlaunches planned in Hong Kong and Japan and Hapsode rollout inSoutheast Asia. The proposed HK listing should also provide capital andbranding support to scale overseas and consolidate the company’s multibrand advantages.
7M25 sales largely in line with the industry. In 1H25, offline sales dropped21.3% YoY while online sales grew steadily at 9.2% YoY (self-operated+4.2% / distribution +25.9%). Based on our tracked cosmetics database,Proya’s GMV (covered Proya/Timage/OR) on Taobao & Douyin combinedgrew 4% YoY in 7M25, slightly slower than industry’s 5%.
Cost savings outcome partly offset by rising marketing expenses.Gross margin expanded by 3.6ppt YoY to 73.4% in 1H25 thanks to costcontrol efforts such us shifting freebies from “mini” to “mid-size” to reducepackaging & unit marketing costs. SG&A ratio rose by 2.6ppt YoY givenheavier 618 promotions cost and celebrity endorsements for sub-brands.With 2H marketing will likely remain elevated around 11.11 shopping festival,we expect the full-year selling expense ratio to trend higher.
Maintain BUY. We maintain our BUY rating, with TP cut 3% to RMB 129.83,on 30x 2025E P/E. Risks: worse-than-expected consumption sentiment,intensifying competition, and raw material price hike etc.