PROYA Cosmetics Breaks into US Market with Groundbreaking Ulta Beauty Partnership
In a remarkable milestone for global beauty retail, Chinese skincare titan PROYA Cosmetics has formally unveiled a pivotal partnership with Ulta Beauty, America’s leading beauty retailer. This historic deal, revealed on August 19, 2026, introduces PROYA’s scientifically driven skincare approach to American consumers in a significant brick-and-mortar capacity for the first time.
Commencing in November 2026, PROYA’s flagship Advanced Firming and Original Repair collections will grace the shelves of 400 Ulta Beauty stores across the nation, and will also be available on Ulta.com. The Advanced Firming line, PROYA’s signature peptide-retinol anti-aging range, targets visible signs of aging. In contrast, the Original Repair collection emphasizes skin barrier health. Both lines feature refillable packaging to minimize plastic waste.
This development signifies a rare occurrence of a Chinese skincare brand securing mainstream retail distribution in the fiercely competitive Western prestige skincare market. PROYA, established on the principle of “Scientific Skincare,” reported an operating revenue of approximately $1.5 billion in the fiscal year 2025. The strategic partnership with Ulta is viewed as a response to escalating domestic competition in China, with PROYA setting its sights on further expansion into Western Europe after cementing its US presence.
Source: Global Cosmetics News – PROYA Partners with Ulta Beauty, August 20, 2026