China’s Proya to Launch Two Skincare Lines in 400 Ulta Beauty Stores

Proya secures US retail distribution

Proya Cosmetics is entering the US market through a partnership with Ulta Beauty, giving the Chinese company access to one of the country’s major beauty retail networks. The launch will place Proya’s Ruby and Original Repair skincare lines in 400 Ulta Beauty stores and on the retailer’s e-commerce platform, according to Newmoney.

Proya announced the move through its official WeChat account and described it as a turning point in its global expansion. The agreement provides the Hangzhou-based company with physical shelf space as well as nationwide digital exposure. For Proya, the combination offers a broader test of US demand than a cross-border online launch alone, allowing the company to assess consumer response in stores and through e-commerce at the same time.

A test for Chinese skincare brands

Chinese color cosmetics brands including Florasis and Flower Knows have made progress abroad through cross-border e-commerce and growing interest in Asian beauty trends. Chinese facial skincare companies, however, have rarely gained entry to mainstream Western distribution networks. The segment remains dominated by established international groups such as L’Oréal and Estée Lauder, making the Ulta agreement an important test of whether Proya can compete beyond its domestic market.

The initial rollout is focused on two established product lines rather than the company’s full portfolio. That approach limits the range Proya must support while giving Ulta shoppers a defined introduction to the brand. The 400-store presence is large enough to build visibility, but the source material does not disclose launch prices, sales targets, investment levels or the duration and exclusivity of the partnership. Performance at Ulta will therefore be watched as an early indicator of whether Proya can translate its position in China into repeat demand among US skincare consumers.

Overseas growth gains urgency

The US expansion comes as China’s cosmetics market faces restrained consumer spending, intense competition and aggressive price wars. Proya’s annual revenue declined by approximately 1.7% in 2025, ending a multiyear run of double-digit growth, Newmoney reported. Overseas distribution is consequently becoming a more important growth option for the company rather than a peripheral branding exercise.

Proya had already signaled its international ambitions in April by reaching an agreement with the Guardian retail chain in Malaysia. That arrangement provides for the gradual introduction of its leading products into more than 200 Malaysian stores. Together, the Guardian and Ulta agreements give Proya access to physical retail in two distinct overseas markets, although the US launch is the more demanding test because of entrenched competition from global skincare groups.

For producers, investors and beauty retailers, the key question is whether the 400-store rollout can generate sustained sell-through rather than initial curiosity. A successful launch could encourage wider Western distribution for Proya and offer other Chinese skincare companies a reference point for entering established retail channels. Weak performance, by contrast, would underline the difficulty of building trust and recognition in a category where brand reputation and repeat purchases are central to growth.