PROYA Debuts at Ulta Beauty Nationwide, Bringing C-Beauty to the Mainstream
Chinese skincare powerhouse PROYA has officially entered the U.S. beauty market, launching 16 products at 400 Ulta Beauty stores nationwide and on Ulta.com this November 2026. The move marks a milestone for the brand: PROYA is the first prestige Chinese skincare brand to secure a full omnichannel partnership with the United States’ largest specialty beauty retailer.
The launch features two collections:
- Advanced Firming Collection: Featuring Bicyclic Peptide PRO technology designed to target wrinkles and improve skin firmness.
- Original Repair Collection: Combining recombinant Type XVII collagen, ProECM, and Ceramide AC60, backed by 12 years of research into the skin’s basement membrane.
PROYA positions its U.S. offering around science-led, high-efficacy skincare, with a focus on skin barrier health.
Founded in 2003, PROYA became the first Chinese cosmetics company to surpass $1 billion in annual sales in 2024. Its U.S. expansion represents a strategic shift from product export to brand export. Industry insiders say the move could provide a blueprint for other C-beauty brands seeking to enter Western markets.
For Ulta Beauty, the partnership diversifies its prestige skincare assortment while tapping into growing consumer interest in Asian beauty innovation.
Source: Manila Times / PR Newswire – November 12, 2026