PROYA Launches at 400 Ulta Beauty Stores Across the U.S.
In a landmark move for the North American beauty market, PROYA, one of China’s leading science-driven skincare brands, officially debuted on November 12, 2026, at 400 Ulta Beauty stores across the United States. The collection is also available at Ulta.com.
The launch marks a significant milestone for PROYA, positioning the brand among the Chinese beauty companies expanding into North American retail. Its inclusion in Ulta Beauty’s assortment reflects the brand’s scientific capabilities, particularly its expertise in advanced peptide technology.
PROYA’s debut collection features two hero lines:
- Advanced Firming Collection, featuring the signature Advanced Firming Nourishing Cream, whose peptide formula has undergone four generations of innovation.
- Double Anti Serum, designed to target multiple signs of aging at once.
The products are positioned as accessible, performance-oriented prestige skincare tailored to U.S. consumers.
The launch reflects a broader shift in global beauty retail, as more Asian skincare brands compete directly in the American market. PROYA describes its phased expansion at Ulta Beauty as the beginning of its evolution “from a regional leader to a competitive global participant.”
Source: PR Newswire via Manila Times – PROYA Debuts at Ulta Beauty (Nov. 12, 2026)