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PROYA Partners with Ulta Beauty to Expand Prestige Skincare Portfolio

PROYA, a flagship brand of Proya Cosmetics, has recently made impressive strides in its global reach by teaming up with Ulta Beauty, the largest beauty retailer in the U.S. Slated for a November launch, PROYA's popular Advanced Firming and Original Repair collections will be available in 400 Ulta Beauty locations and online at Ulta.com, marking a significant step in the brand’s international journey.

The partnership is not just a retail endeavor; it reflects PROYA's ambition to integrate into the daily beauty routines of consumers while showcasing the essence of Chinese beauty innovation on the global stage. Yuli Cai, PROYA’s Head of Overseas Business, emphasizes that this collaboration is about more than just entering a new market; it’s a commitment to delivering effective skincare while earning a lasting place in consumers' lives.

Bridging Science with Skincare

As the U.S. market expresses a growing need for clinically proven skincare solutions that merge potency with gentleness, PROYA's entry comes at an opportune moment. The brand's philosophy focuses on creating effective, gentle formulations that cater to differing skin types while ensuring long-term skin health.

The Advanced Firming collection, designed to combat aging, features a unique peptide-retinol formulation that delivers significant anti-wrinkle results without causing irritation. The ease of use, combined with its refillable packaging, aligns with today’s eco-conscious consumer demands, aimed at reducing plastic waste.

Conversely, the Original Repair collection offers a dual-function product that addresses both barrier repair and initial signs of aging. This collection seeks to fulfill the desires of North American consumers for multifunctional yet gentle skincare products.

Strategic Global Brand Development

Marking a pivotal shift for PROYA, this collaboration showcases the brand's transition from merely exporting products to establishing a recognizable global identity grounded in scientific research and longstanding commitment to local markets. The partnership plans to leverage Ulta Beauty’s expansive network and established consumer trust to build a strong foundation in the U.S. beauty market. By integrating local insights with its innovative research methods, PROYA aims to cultivate a loyal customer base while setting operational standards for potential future expansions in Western Europe and beyond.

The partnership with Ulta is built on PROYA's dedication to translating laboratory research into user-friendly skincare solutions. The brand is committed to continuous innovation, guided by extensive clinical trials and studies, ensuring all products delivered against their promise of performance and safety.

About PROYA and Ulta Beauty

PROYA is the flagship brand under PROYA Cosmetics Co., Ltd. (Stock Number: 603605.SH) and strides on the principles of Scientific Skincare. The brand revolves around delivering high-efficacy solutions through relentless innovation and a global R&D supply chain. As a leader in the Chinese skincare market, PROYA promotes technology-backed skincare that resonates with consumers.

Ulta Beauty, established in 1990, stands as the biggest specialty beauty retailer in the U.S., offering a comprehensive range of beauty products, hair care, and salon services. With over 1,500 stores nationwide, Ulta has transformed how beauty is retail, embodying the motto: “All Things Beauty. All in One Place®.”

This partnership not only enhances product availability for consumers but also sets a tone for a new standard in the prestige skincare landscape, reinforcing how international brands can successfully integrate into the highly competitive U.S. beauty market.

Overall, the collaboration signifies a notable advancement in PROYA's vision of becoming a recognized global name in the beauty industry, ensuring that innovation and quality remain at the forefront of its brand ethos.