Beauty / news
Proya Cosmetics Expands US Presence with Ulta Beauty Partnership
Chinese premium beauty brand Proya has secured a major partnership with US retailer Ulta Beauty, making two of its hero skincare lines available in 400 stores and online from November. The agreement marks a milestone in the company’s shift from product export to brand globalisation.
Proya Cosmetics Co has entered a partnership with Ulta Beauty, the largest specialist beauty retailer in the US, to stock two of its signature skincare lines in hundreds of stores and online.
Starting in November, the Advanced Firming Nourishing Series and Original Repair Series will be available in 400 Ulta locations across the country and on Ulta.com. Ulta, which opened its first store in 1990, currently operates more than 1,500 stores nationwide.
Proya described the arrangement as a landmark leap in its global expansion strategy and the foundation for long-term localised operations in North America, spanning consumer insight development, product experience optimisation and brand narrative building.
The company said the milestone signals a pivotal shift in its global journey, moving beyond product export to brand globalisation. It also views the agreement as a key step in its foreign expansion efforts.
Beyond the Ulta partnership, Proya is concentrating on global travel retail as an avenue for international advancement, citing the channel’s combined showcase and sales potential.