PROYA, Ulta Beauty partners for US retail expansion
The launch represents a major milestone for PROYA Cosmetics as it seeks to strengthen the international presence of Chinese beauty brands in the prestige skincare market.
USA – PROYA, flagship brand of PROYA Cosmetics Co., Ltd, is set to make its U.S. brick-and-mortar debut through a partnership with Ulta Beauty, marking a significant step in the company’s international expansion strategy.
The partnership will see PROYA join Ulta Beauty’s global prestige skincare portfolio.
From November 2026, the brand’s Advanced Firming and Original Repair collections will be available in 400 Ulta Beauty stores across the United States, as well as through the retailer’s online platform, Ulta.com.
Through the partnership, PROYA plans to introduce its science-led product development approach and research-driven skincare philosophy to U.S. consumers.
According to PROYA, its global expansion strategy extends beyond entering new markets, focusing instead on establishing lasting relationships with consumers and becoming part of their everyday skincare routines.
Yuli Cai, head of PROYA’s overseas business, said, “Global expansion today is about far more than simply entering a new market. It means earning a lasting place in consumers’ daily skincare routines.”
“Through our partnership with Ulta Beauty, we aim to bring a fresh perspective to global prestige skincare, delivering research-backed innovation with meaningful results.”
Cai added, “This partnership represents an important step in building PROYA as a global beauty brand, grounded in quality, scientific innovation and long-term growth.”
Its product development process combines ingredient research, patented technologies and clinical testing.
The company said this approach enables it to create products that address visible skin concerns while supporting skin stability and overall health.
Two product ranges will form the centrepiece of the U.S. launch.
The Advanced Firming Collection is PROYA’s flagship peptide-retinol anti-ageing range. It is designed to address common signs of ageing, including wrinkles, while balancing strong performance with a gentler skincare experience.
The collection also features refillable packaging, which PROYA said is intended to help reduce plastic consumption and support more sustainable product use.
The Original Repair Collection is positioned as a multifunctional skincare range combining skin repair and early anti-ageing benefits in one formula.
The collection focuses on supporting the basement membrane, helping repair the skin barrier and promoting collagen-related benefits. Its format is intended to appeal to consumers seeking simplified routines that combine several skincare functions in a single mild but effective essence.
Ulta Beauty’s national store network and large base of Ulta Beauty Rewards members are expected to help PROYA build awareness and consumer trust across the U.S. market. The partnership could also provide the company with a platform for future expansion into Western Europe and other international markets.
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