PROYA partners with Ulta Beauty to expand into US prestige skincare

THE WHAT? Chinese beauty brand PROYA has partnered with Ulta Beauty to launch in the US, marking a significant step in parent company Proya Cosmetics’ international expansion strategy. PROYA will enter Ulta Beauty’s prestige skincare portfolio in November 2026, launching its Advanced Firming and Original Repair collections. The brand is positioning its US proposition around science-led, high-efficacy skincare, combining proprietary technologies, ingredient research, and clinical testing with a focus on skin barrier health. THE WHY? The Ulta Beauty partnership gives PROYA a major platform to establish itself in the competitive US prestige skincare market. This partnership represents a notable international expansion for Chinese beauty brands, reflecting their growing ambitions to compete globally on research and development, efficacy, and proprietary skincare technologies beyond their domestic market.