Recently, Proya Cosmetics’ flagship brand PROYA has sealed a comprehensive partnership with Ulta Beauty, the nation’s largest beauty retailer. The hero products of PROYA’s Advanced Firming and Original Repair collections are scheduled to launch in 400 Ulta Beauty stores across the United States and online at Ulta.com this November.
Ulta Beauty is the largest specialty beauty retailer in the U.S. and a leading destination for cosmetics, fragrance, skin care, hair care, wellness and salon services. Since opening its first store in 1990, Ulta Beauty has grown to more than 1,500 stores across the U.S. and redefined beauty retail by bringing together All Things Beauty. All in One Place®. With an expansive product assortment, professional salon services, and its beloved Ulta Beauty Rewards loyalty program, the company delivers seamless, personalized experiences across stores, Ulta.com and the Ulta Beauty App – where the possibilities are truly beautiful.
It signifies a high level of recognition for PROYA from international specialty beauty retailers, and also indicates that Chinese beauty brands are entering mainstream global beauty channels and the premium skincare narrative with cutting-edge scientific research capabilities, product excellence and brand expression, demonstrating their brand competitiveness and long-term development potential globally.
Bringing Science-Based Chinese Beauty Solutions to the Skincare Category for North American Consumers
Currently, the North-American skincare market is witnessing parallel trends of efficacy-driven formulation, personalized refinement and science-centered innovation. Consumer demand for core benefits including skin anti-aging and collagen replenishment keeps rising. Meanwhile, irritations such as redness and peeling caused by certain high-potency products have driven consumers to seek science-backed skincare solutions that deliver potent performance with gentleness and are suitable for long-term use.
This aligns perfectly with PROYA’s long-standing product philosophy. As a representative science-focused beauty brand from China, PROYA adheres to the product tenet of “gentleness, balance and effectiveness”. It pursues optimized trade-offs among active ingredients, formulation systems, sensory experience and long-term safety. Backed by systematic scientific research to underpin product value, the brand addresses these core demands from North-American consumers.
PROYA’s initial product lineup launching at Ulta Beauty features its Advanced Firming and Original Repair collections, including hero items such as the Advanced Firming Nourishing Cream, Advanced Firming Serum and Original Repair Serum. The Advanced Firming Collection caters to scientific anti-wrinkle needs for mature-adjacent skin. It delivers technical breakthroughs to tackle long-standing challenges of low transdermal penetration and insufficient stability of conventional peptides. While amplifying anti-wrinkle, firming and line-smoothing performance, it maintains a gentle and stable user experience, answering U.S. skincare enthusiasts’ persistent focus on skin anti-aging.
The Original Repair Collection centers on basement-membrane repair, incorporating recombinant type XVII collagen deposited in the Protein Data Bank (PDB). It combines barrier restoration with early-age skin defense. Boasting full-skin-type compatibility, it resonates with North-American consumers’ skincare needs and is poised to integrate into Ulta Beauty guests’ daily skincare routines with accessible entry-points and broad adaptability.
The launch of these two collections rests on PROYA’s long-established innovation network that unites localized demand research and cross-border technical collaboration, paired with sustained investment in global R&D infrastructure. From ingredient screening and formula development to patented technology deployment and clinical trials, PROYA adheres to elevated standards for product development. The brand translates lab innovations into tangible, accessible skincare experiences, strengthening its core global competitiveness through superior product performance.
From Product Export to Brand Globalization: Forging a New Benchmark for C-Beauty
This partnership represents a landmark leap in PROYA’s global expansion strategy and marks the starting point for its long-term localized operations in North America, spanning consumer insight development, product experience optimization and brand narrative building. Leveraging Ulta Beauty’s nationwide store locations across all 50 states and millions of Ulta Beauty Rewards loyalty members, PROYA will expand its reach, elevate customer product experiences and enhance service capabilities across the U.S. market, while building replicable cross-border operational frameworks and standardized partnership models.
This milestone signals a pivotal shift in PROYA’s global journey: moving beyond mere product export to brand globalization. With proprietary scientific research as its core competitive moat and clinically validated product performance as its foundation, the brand aims to earn lasting trust from mainstream retail channels and consumers through standardized brand management and differentiated product value. This blueprint for brand-led overseas expansion sets an entirely new benchmark for the global development of C-Beauty.
The globalization of C-Beauty is shifting from “going global” to “integrating locally”: brands must not only enter overseas markets but also earn a permanent place in consumers’ daily skincare regimens and secure a voice within elite global beauty narratives. This is precisely the deeper significance behind PROYA's entry into Ulta Beauty. Moving forward, Proya Cosmetics will stay anchored to its “Double Ten” strategic vision to advance its global rollout methodically. Guided by consumer needs, the brand will deepen scientific innovation to continuously refine product and brand equity. It aims to build a multifaceted global ecosystem covering diverse product categories, sub-brands and distribution channels, deliver science-forward, user-centric Chinese beauty products to consumers worldwide, and propel the high-quality, sustainable global growth of C-Beauty.
Language
