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PROYA Partners with Ulta Beauty to Expand into the U.S. Market

In a landmark move marking its global expansion, PROYA, the flagship brand of Proya Cosmetics, has announced a collaboration with the United States’ largest beauty retailer, Ulta Beauty. This partnership will allow PROYA to launch its esteemed skincare collections, Advanced Firming and Original Repair, in approximately 400 Ulta Beauty stores nationwide and online at Ulta.com beginning this November.

A Strategic Move into the U.S. Skincare Market

This collaboration represents a new chapter for PROYA as it seeks to introduce American consumers to its scientific approach to skincare. Yuli Cai, PROYA's International Business Director, emphasized that entering the global market transcends just launching products; it involves integrating into consumers' daily skincare routines. By partnering with Ulta, PROYA aims to offer innovative skincare solutions supported by research that delivers meaningful results.

As the demand for clinically proven skincare products continues to rise, PROYA's arrival in the U.S. aligns with consumers' desire for high-efficacy products that are gentle on the skin. With a guiding philosophy of 'effectiveness, gentleness, and balance,' the brand has built a solid reputation across Asia, integrating advanced ingredient research, patented technologies, and rigorous clinical testing to ensure visible results without compromising skin health.

Product Launch Details

Advanced Firming Collection

This flagship anti-aging line combines peptides and retinol to effectively combat the signs of aging. The range promises powerful anti-wrinkle effects while ensuring exceptional gentleness on the skin. Additionally, its refillable packaging shows a commitment to reducing plastic waste, appealing to environmentally conscious consumers.

Original Repair Collection

The Original Repair line represents a dual-function skincare solution that merges basal membrane repair with early anti-aging benefits in a gentle yet potent essence. It aims to address the growing market for multifunctional skincare products while supporting collagen production to meet North American consumer demands.

Backed by a long-term investment in a global research and development framework, PROYA's approach integrates local consumer knowledge with cross-border technical collaboration. From ingredient selection and formula development to patent registration and clinical validation, the brand consistently transforms laboratory research into practical and effective skincare solutions.

Transitioning from Product Export to Global Brand Building

The partnership with Ulta Beauty is a crucial facet of PROYA's global strategy. It signifies a strategic shift from merely exporting products to a comprehensive global development approach. This entails not only bringing skincare solutions overseas but also sharing PROYA’s brand ethos, proprietary research system, and long-term commitment to local markets.

By leveraging Ulta Beauty's extensive store network and the loyalty of its millions of Ulta Beauty Rewards members, PROYA aims to build deep trust among American consumers while developing replicable operational standards and business partnership models for future expansion into Western Europe and other global markets.

About PROYA

Founded under the principle of 'Scientific Skin Care,' PROYA is committed to delivering high-quality, effective beauty solutions through continuous innovation and a globalized R&D supply chain. As a pioneer in the Chinese beauty industry, PROYA endeavors to empower consumers with technology-backed skincare products that yield visible results.

About Ulta Beauty

Ulta Beauty is the largest beauty specialty retailer in the U.S. and a leading destination for cosmetics, fragrances, skincare, haircare, wellness, and salon services. Since its first store opened in 1990, Ulta Beauty has expanded to over 1,500 locations across the nation, redefining the beauty retail landscape by bringing everything beauty-related together in one place, offering consumers a unique shopping experience.

In conclusion, PROYA’s collaboration with Ulta Beauty is set to revolutionize the American skincare market by providing innovative, scientifically-backed products that cater to the evolving needs and preferences of consumers.