PROYA Launches in 400 Ulta Beauty Stores Across the U.S.

Asia’s leading science-driven skincare brand, PROYA, has officially made its North American retail debut. The brand is launching 16 high-performance products in 400 Ulta Beauty stores nationwide and on Ulta.com—marking one of the most significant expansions of a Chinese beauty brand into the U.S. market in recent years.

Backed by a global research and development ecosystem and award-winning scientific research, PROYA is known for its advanced formulations and active-ingredient-led approach to skincare. The U.S. launch marks a phased retail expansion, bringing the brand’s performance-oriented, accessible skincare to American consumers through one of the country’s largest beauty retailers.

Among the hero products entering the U.S. market is the Advanced Firming Collection, a science-driven anti-aging line. Now in its third formulation generation, the collection uses a multi-ingredient synergy approach to address traditional limitations of peptide-based skincare, including low skin penetration and insufficient ingredient stability.

The launch follows PROYA’s growing international footprint. In October 2026, the brand inaugurated its Europe Innovation Center Laboratory in France and hosted a Skin Longevity Science Forum with global biotech suppliers Ashland, DSM-Firmenich, SILAB, and Lipotrue. The initiative aims to accelerate research into cellular senescence and sustainable beauty ingredients.

PROYA’s arrival puts it in direct competition with established prestige skincare brands at Ulta Beauty. U.S. consumers continue to show strong interest in science-backed skincare: prestige skincare sales reached $7.4 billion through September 2026, up 7% year over year.

Source: PR Newswire via Manila Times, November 12, 2026