The partnership reflects growing interest among U.S. retailers in Asian beauty brands, particularly those offering science-led skin care and differentiated product development.Ulta/Proya
"Global expansion today is about far more than simply entering a new market," said Yuli Cai, head of Proya's overseas business. "It means earning a lasting place in consumers' daily skincare routines. Through our partnership with Ulta Beauty, we aim to bring a fresh perspective to global prestige skincare, delivering research-backed innovation with meaningful results. This partnership represents an important step in building Proya as a global beauty brand, grounded in quality, scientific innovation and long-term growth."
The partnership marks a significant international expansion for Proya, the flagship brand of Proya Cosmetics, one of China’s leading beauty companies. The brand will make its U.S. retail debut through Ulta Beauty, giving it access to the retailer’s nationwide network and prestige beauty customer base.
Proya specializes in skin care and has built a strong presence in China through products combining skin care science, formulation technology and consumer-focused innovation. The company has increasingly looked to international markets as part of its growth strategy.
The U.S. launch follows Proya’s broader international expansion efforts, including its presence at global beauty industry events. The company has been increasing its visibility outside China as Chinese beauty brands gain greater international attention.
The partnership also reflects growing interest among U.S. retailers in Asian beauty brands, particularly those offering science-led skin care and differentiated product development.
For Proya, the Ulta Beauty partnership represents an opportunity to establish the brand directly within the U.S. prestige beauty market rather than relying primarily on cross-border e-commerce or specialty distribution.
The launch is expected later this year, with Proya joining Ulta Beauty’s existing portfolio of prestige skin care brands.
The expansion gives one of China’s largest domestic beauty brands a major new platform in the U.S. and puts Proya among the Chinese beauty companies seeking to turn domestic success into international growth.
