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PROYA Partners with Ulta Beauty to Debut U.S. Skincare Line

In a landmark move, PROYA, the flagship brand of Proya Cosmetics, has officially entered into a partnership with Ulta Beauty, the largest beauty retailer in the United States. This collaboration signifies a major strategy for PROYA's global expansion, aiming to introduce its scientifically-driven skincare philosophy to American consumers. The highly anticipated launch will take place this November, when PROYA's Advanced Firming and Original Repair collections will be made available in 400 Ulta Beauty locations nationwide and online at Ulta.com.

Yuli Cai, PROYA’s head of international business, noted the importance of establishing a lasting place in consumers' daily skincare routines. “Today’s global expansion is not just about entering a new market; it’s about introducing a new perspective in the premium skincare market,” she stated. “Our partnership with Ulta Beauty aims to deliver research-backed innovations that provide tangible results.”

Bridging Cultures Through Beauty

The partnership is a response to the growing demand for effective skincare among U.S. consumers who seek clinically-proven products that balance high performance with long-term skin health. Beauty enthusiasts are on the lookout for professional results without compromising skin barrier health. PROYA’s skincare philosophy, which emphasizes effectiveness, gentleness, and balance, has earned the brand an excellent reputation throughout Asia. The brand leverages advanced ingredient research, proprietary technologies, and stringent clinical testing to offer visible cosmetic results while prioritizing long-term skin stability.

Highlighted Product Lines

Two flagship product lines will be featured upon the U.S. launch:

• - PROYA Advanced Firming Collection: This signature anti-aging line incorporates peptides and retinol, targeting visible signs of aging while maintaining exceptional gentleness. The collection’s refillable packaging aligns with PROYA’s commitment to sustainability by reducing plastic waste.
• - PROYA Original Repair Collection: A dual-function skincare line that focuses on repairing the basal membrane and providing early anti-aging benefits, this series meets the rising consumer demand for optimized, multifunctional skincare. It aids in repairing the skin barrier and supports collagen production effectively.

These product launches will be bolstered by PROYA’s long-term investments in a global research and development network that incorporates local consumer insights and cross-border technical collaboration. From ingredient selection to formulation development to patent filing and clinical validation, PROYA consistently translates laboratory research into practical, user-friendly skincare solutions.

A Shifting Paradigm in Global Branding

The partnership with Ulta Beauty marks a significant turning point for PROYA, shifting from simple product exportation to comprehensive global brand development. This strategy encompasses not only bringing skincare solutions abroad but also establishing PROYA’s brand philosophy, proprietary research systems, and long-term commitments to local markets.

Utilizing Ulta Beauty's extensive retail network and millions of loyal customers, PROYA plans to cultivate deep consumer trust across the U.S., while setting prototypical operational standards for retail partnerships that will facilitate their future expansion into Western Europe and beyond.

The Beauty of PROYA

As the leading brand under PROYA Cosmetics Co., Ltd. (603605.SH), the company is driven by the principle of scientific skincare, striving to deliver high-quality and effective beauty solutions through continuous innovation and a globalized R&D supply chain. As a pioneer in the Chinese beauty industry, PROYA is dedicated to equipping consumers with technology-empowered skincare that yields visible results.

Meet Ulta Beauty

With over 1,500 locations across the country, Ulta Beauty stands as the largest beauty specialty retailer in the U.S. It has redefined beauty retail by bringing “All Things Beauty” under one roof, becoming a one-stop destination for cosmetic, fragrance, skincare, hair care, wellness, and salon services since opening its first store in 1990.

As PROYA embarks on this journey with Ulta Beauty, both brands aim to not only enhance the skincare options available to consumers but also to redefine the standards of beauty and effectiveness in the market.