PROYA Debuts at Ulta Beauty, Bringing Science-Driven Prestige Skincare to U.S.

Detailed summary

PROYA, a leading Chinese beauty brand, best known for its science-driven skincare products, kicks off its phased retail expansion, bringing the brand's innovative formulations, active ingredients and accessible, performance-oriented skincare to 400 Ulta Beauty stores nationwide, alongside full availability at Ulta.com.

Backed by a global R&D ecosystem and award-winning scientific research, Asia's leading scientific skincare brand is bringing 16 of their high-performance products to North America, launching in select Ulta Beauty stores nationwide and on Ulta.com

NEW YORK, Nov. 12, 2026 /PRNewswire/ -- PROYA, a leading Chinese beauty brand, best known for its science-driven skincare products, kicks off its phased retail expansion, bringing the brand's innovative formulations, active ingredients and accessible, performance-oriented skincare to 400 Ulta Beauty stores nationwide, alongside full availability at Ulta.com. The rollout brings a curated lineup of 16 targeted bestselling products from their celebrated Advanced Firming and Original Repair collections, including serums, creams, emulsions, lotions and masks.

Brings Generational Product Innovations Tailored for U.S. Skincare Demands

PROYA enters the U.S. market amid rising consumer demand for clinically proven, results-driven skincare that balances potent performance with long-term skin tolerance. The brand's invitation to join Ulta Beauty's differentiated assortment stems from their trusted robust scientific capabilities, which underpin its product strength. Guided by its philosophy of "effective, gentle, and balanced," PROYA continuously optimizes the trade-off among efficacy delivery, formulation stability, gentleness of use and long-term safety, to deliver verifiable, reliable science-backed skincare solutions for beauty consumers. The U.S. rollout is headlined by two of the brand's most successful lines:

"Our ability to create benchmark hero products and continuously iterate them through multiple generations is fueled directly by our relentless investment in foundational skin science and technological breakthroughs," said Yuli Cai, Head of PROYA's Overseas Business.

PROYA's nationwide entrance is anchored by an expansive international research and innovation infrastructure bridging industry, academia, and clinical medicine:

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