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

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. This launch marks a significant milestone, establishing PROYA as a pioneer among Chinese beauty brands successfully scaling into the North American beauty market.

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:

• PROYA Advanced Firming Collection: The Advanced Firming Collection is dedicated to science-driven anti-aging skincare. By achieving technical breakthroughs that address the limitations of traditional peptides—such as low skin penetration and insufficient stability—the collection scientifically combines multiple skincare ingredients. It is designed to visibly improve signs of skin aging, including fine lines, wrinkles, and loss of firmness, while maintaining a gentle, comfortable user experience.
  
  
  
  The collection's signature product, the Advanced Firming Nourishing Cream, has undergone four generations of continuous innovation, with each iteration marking a significant leap in peptide technology. Beginning with a classic signal peptide formulation in its first generation, the product has progressively evolved: Version 3.0 pioneered the use of PROYA's proprietary patented cyclic peptide, Cyclic Peptide-161, initiating a new anti-aging pathway powered by cyclic peptides. Version 4.0 further evolves into the Bicyclic Peptide PRO system. Centered around "Bicyclic Peptide PRO"—China's first bicyclic structural peptide—it innovatively links a Botox-like peptide and a collagen-boosting peptide into a cyclic structure. Featuring enhanced molecular stability and faster skin penetration, it works in synergy with two firming peptides to reactivate cellular traction: powerfully smoothing fine lines, promoting collagen regeneration, and providing multi-layered support for a firmer, more defined contour.

• PROYA Original Repair Collection: Built on 12 years of research into the skin's basement membrane, the Original Repair Collection combines multi-action repair ingredients to help address recurring skin sensitivity while ensuring long-lasting daily skin stability and endogenous repair across all skin layers.
  
  
  
  The collection's signature product, the Original Repair Serum, has undergone three generations of continuous development: the first generation focused on soothing the epidermal barrier and relieving visible redness and discomfort; Version 2.0 expanded its efficacy to dual-layer repair across both the epidermis and dermis, while optimizing skin feel to suit a broader range of skin types.
  
  
  
  Now in its third generation, the serum achieves a key technological breakthrough. Powered by recombinant Type XVII collagen as its core, and synergistically formulated with plant-derived redness-relief ingredients, ProECM, and Ceramide AC60, it targets the basement membrane for multi-layer repair and stability. It delivers rapid redness relief, reduces recurring sensitivity, and provides a professional yet gentle repair solution for sensitive skin.

"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. "Global expansion today is about far more than simply entering a new market; it means earning a lasting place in consumers' daily skincare routines by consistently delivering superior, science-backed solutions. Leveraging Ulta Beauty's nationwide omni-channel footprint, we look forward to letting North American consumers experience our products firsthand and introducing them to our continuous cycle of innovation, while collaborating with scientific institutions and trusted voices to share the rigorous clinical research behind our formulations."

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

• Global Scientific Recognition: At the 36th International Federation of Societies of Cosmetic Chemists (IFSCC) Congress, Proya Cosmetics earned the prestigious IFSCC Podium Fundamental Research Award — one of IFSCC's highest honors — for its work on mitochondrial DNA; Additionally, a study focused on mitochondrial skin-whitening won the IFSCC Top 10 Podium Fundamental Research Award. This marks Proya Cosmetics the second consecutive year receiving this honor - the only Chinese cosmetics company to achieve this feat.
  
  
  
  
• European Innovation Footprint: On October 13, Proya Cosmetics officially inaugurated its Europe Innovation Center Laboratory in France, hosting a Skin Longevity Science Forum alongside leading global biotech suppliers, including Ashland, DSM-Firmenich, SILAB, and Lipotrue, to accelerate research in cellular senescence and sustainable ingredients.
  
  
  
  
• Pioneering Medical Collaborations: In September, Proya Cosmetics unveiled a Joint Laboratory for Mitochondrial Medicine and Skin Health with the Zhejiang University Institute of Genetics. Renowned geneticist Dr. Douglas C. Wallace, widely known as the "father of mitochondrial medicine" and a member of the U.S. National Academy of Sciences, the National Academy of Medicine and the American Academy of Arts and Sciences, serves as the facility's Chief Scientific Advisor. The company also maintains active clinical research alliances with premier institutions, including West China Hospital, a globally respected top-tier medical center celebrated for its clinical and translational research strength, and Shanghai Skin Disease Hospital, the country's flagship dermatology research center recognized internationally for skin and cosmetic science.

This strategic launch marks PROYA's evolution from a regional leader to a competitive global participant, setting a new benchmark for science-backed skincare across North America's retail ecosystem.

About PROYA

PROYA is the leading brand under PROYA Cosmetics Co., Ltd. (603605.SH). Founded on the principle of "Scientific Skincare," the brand is dedicated to providing high-quality, high-efficacy beauty solutions through continuous innovation and a globalized R&D supply chain. As a pioneer in the Asian beauty industry, PROYA is committed to empowering consumers with technology-backed skincare that delivers visible results.

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SOURCE Proya Cosmetics