PROYA Expands into US Prestige Skincare with Ulta Beauty Partnership

Chinese beauty brand PROYA is set to launch in the US through a partnership with Ulta Beauty, a major player in the US prestige skincare market. This move marks a significant step in PROYA's parent company, Proya Cosmetics', international expansion strategy. The brand aims to establish itself as a science-led, high-efficacy skincare brand, combining proprietary technologies, ingredient research, and clinical testing with a focus on skin barrier health.

## Expansion Strategy PROYA's partnership with Ulta Beauty is part of its ambition to build the brand into a global beauty player. The brand will enter Ulta Beauty's prestige skincare portfolio in November 2026, launching its Advanced Firming and Original Repair collections. This expansion into the US market represents a notable international move for Chinese beauty, reflecting the growing ambitions of Chinese cosmetics companies to compete on research and development, efficacy, and proprietary skincare technologies.

## Market Presence The Ulta Beauty partnership gives PROYA a major platform to establish itself in the competitive US prestige skincare market. According to PROYA, this partnership forms part of its strategy to build a global presence. By partnering with a major US retailer, PROYA aims to increase its brand visibility and reach a wider audience. The US prestige skincare market is highly competitive, but PROYA's focus on science-led, high-efficacy skincare may help it stand out from other brands.

## Competitive Landscape The partnership between PROYA and Ulta Beauty reflects the growing trend of Chinese cosmetics companies expanding beyond their domestic market. Chinese beauty brands are increasingly looking to compete on research and development, efficacy, and proprietary skincare technologies. By partnering with a major US retailer, PROYA is well-positioned to take advantage of this trend and establish itself as a major player in the US prestige skincare market. The brand's focus on skin barrier health and proprietary technologies may help it appeal to consumers looking for high-efficacy skincare products.

## Product Offerings PROYA's Advanced Firming and Original Repair collections will be available through Ulta Beauty's prestige skincare portfolio. The brand's products are designed to provide high-efficacy skincare solutions, combining proprietary technologies, ingredient research, and clinical testing. By offering these products through Ulta Beauty, PROYA aims to provide consumers with access to science-led skincare solutions that address specific skin concerns. The brand's product offerings are positioned around its focus on skin barrier health, reflecting its commitment to providing effective skincare solutions.