THE WHAT? Chinese beauty brand PROYA has partnered with Ulta Beauty to launch in the US, marking a significant step in parent company Proya Cosmetics’ international expansion strategy.
THE DETAILS PROYA will enter Ulta Beauty’s prestige skincare portfolio in November 2026, launching its Advanced Firming and Original Repair collections. The brand is positioning its US proposition around science-led, high-efficacy skincare, combining proprietary technologies, ingredient research and clinical testing with a focus on skin barrier health. PROYA said the partnership forms part of its ambition to build the brand into a global beauty player.
THE WHY? The Ulta Beauty partnership gives PROYA a major platform to establish itself in the competitive US prestige skincare market and represents a notable international expansion for Chinese beauty. It also reflects the growing ambitions of Chinese cosmetics companies to move beyond their domestic market by competing on R&D, efficacy and proprietary skincare technologies.
Source: PR Newswire
