PROYA Cosmetics: A New Force in the US Beauty Market via Ulta Beauty Partnership
In a groundbreaking development for the global beauty industry, PROYA Cosmetics—China’s leading beauty brand—has officially formed a strategic alliance with Ulta Beauty, the largest beauty retailer in the US. This partnership signifies one of the most notable introductions of a Chinese skincare brand into the mainstream Western retail scene.
Commencing in November 2026, PROYA will introduce its flagship skincare collections, Advanced Firming and Original Repair, across 400 Ulta Beauty brick-and-mortar stores nationwide and on Ulta.com. The company describes this move as a pivotal moment in its global expansion, with plans to utilize the Ulta platform as a launchpad for future growth in Western Europe.
PROYA, guided by its science-led philosophy of “effective, gentle, and balanced” skincare, incorporates proprietary patented technologies and stringent clinical testing. The brand aims to leverage Ulta Beauty’s extensive loyalty rewards membership to establish a strong consumer trust in the US market. Industry experts highlight this as a unique case of a Chinese skincare brand securing mainstream retail distribution in a Western market—a domain traditionally dominated by industry giants like L’Oréal and Estée Lauder.
Source: PR Newswire – PROYA Partners with Ulta Beauty (August 19, 2026)