PROYA to Launch in Ulta Beauty Stores This November
PROYA, the flagship brand of Proya Cosmetics, has partnered with Ulta Beauty, the nation's largest beauty retailer, to join its global prestige skincare lineup. The brand will officially launch its Advanced Firming and Original Repair collections in 400 Ulta Beauty stores nationwide and online at Ulta.com this November, as reported by The Manila Times and PR Newswire UK.
The collaboration marks a significant milestone in PROYA's global expansion, bringing its science-led skincare philosophy to U.S. consumers while strengthening the presence of Chinese beauty in the global prestige skincare market.
The Collections
The Advanced Firming Collection is PROYA's signature peptide-retinol anti-aging range, targeting signs of aging with powerful anti-wrinkle performance and exceptional gentleness. The collection features refillable packaging designed to reduce plastic waste.
The Original Repair Collection is a dual-function, research-backed skincare range that unites basement membrane repair and early anti-aging benefits within a single essence, delivering barrier repair and collagen support.
PROYA's Vision and Strategy
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. This partnership represents an important step in building PROYA as a global beauty brand, grounded in quality, scientific innovation and long-term growth."
PROYA enters the U.S. market amid rising consumer demand for clinically proven, results-driven skincare that balances potent performance with long-term skin tolerance. Guided by its skincare philosophy of "effective, gentle, and balanced," PROYA has built a reputation for science-backed skincare across Asia, integrating advanced ingredient research, proprietary patented technologies, and rigorous clinical testing.
The brand has invested long-term in a global R&D framework built around local consumer insight integration and cross-border technical collaboration. Leveraging Ulta Beauty's nationwide store footprint and its millions of Rewards members, PROYA aims to cultivate deep consumer trust across the U.S.
The partnership signals PROYA's strategic shift from product export to comprehensive global brand development. PROYA aims to build replicable operational standards and retail partnership models for future expansion into Western Europe and other global markets.
Company Background
PROYA is the leading brand under PROYA Cosmetics Co., Ltd. (603605.SH), a company listed on the Shanghai Stock Exchange. Ulta Beauty has grown to more than 1,500 stores across the U.S. since opening its first store in 1990.