PROYA Enters U.S. Market Through Ulta Beauty Partnership

The launch features two of the brand’s flagship ranges: the Advanced Firming collection, which utilizes a peptide-retinol blend to target aging, and the Original Repair collection, designed to support barrier health and collagen production. By entering the U.S. through Ulta, PROYA aims to capture a growing demographic of consumers who prioritize clinically-backed, high-efficacy formulations that remain gentle on the skin barrier.

Yuli Cai, head of the company's overseas business, described the partnership as a commitment to embedding the brand into the daily routines of international consumers rather than just testing a new market. The expansion leverages Ulta’s massive footprint and rewards program to establish a foothold for the brand, which plans to use this model as a template for future growth in Western Europe. This move highlights the rising influence of Chinese beauty brands that are increasingly centering their global strategy on proprietary R&D, rigorous clinical validation, and sustainable, refillable packaging.