PROYA, the leading Chinese beauty brand, known for its science-based skincare products, begins its commercial expansion and brings the brand's innovative formulas, active ingredients, and accessible, efficacy-oriented skincare products to 400 Ulta Beauty stores nationwide, in addition to being available on Ulta.com. The launch includes a selection of 16 flagship products specific to its acclaimed "Advanced Firming" and "Original Repair" collections, including serums, creams, lotions, and masks.
This launch is a significant milestone, solidifying PROYA as a pioneer among Chinese beauty brands that have successfully entered the North American beauty market.
Introduces next-generation product innovations tailored to U.S. skincare demands
PROYA enters the U.S. market amid growing consumer demand for skincare products with clinically proven efficacy and visible results, combining high performance with good long-term skin tolerance.
The brand's inclusion in Ulta Beauty's differentiated product selection is a testament to the strength of its scientific capabilities, which form the basis of its product offering. Under the philosophy of "efficacy, gentleness, and balance," PROYA continuously works to optimize the balance between the efficacy of its formulas, their stability, skin tolerance, and long-term safety.
The goal is to offer consumers science-backed skincare solutions with verifiable and reliable results.
The market entry in the United States will feature two of its most successful lines:
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PROYA Advanced Firming Collection: The Advanced Firming collection is dedicated to anti-aging skin care based on scientific research. Through technological advances that overcome some of the limitations of traditional peptides, such as their low skin penetration capacity and limited stability, the line combines different cosmetic ingredients to visibly improve signs of aging, including expression lines, wrinkles, and loss of firmness, without sacrificing a soft and comfortable user experience.
Its star product, Advanced Firming Nourishing Cream, has undergone four generations of continuous innovation, each marked by significant advances in peptide technology. The first version incorporated a classic formulation based on signal peptides. Subsequently, version 3.0 introduced PROYA's proprietary self-developed cyclic peptide, Cyclic Peptide-161, opening a new anti-aging pathway based on cyclic peptides.
Version 4.0 evolves towards the Bicyclic Peptide PRO system, based on the first bicyclic structure peptide developed in China, according to the company. This technology innovatively combines a peptide with botulinum toxin-like action (Botox) and another that stimulates collagen production, integrating them into a cyclic structure.
Thanks to greater molecular stability and faster skin penetration, the complex acts in synergy with two other firming peptides to reactivate cellular traction. The goal is to smooth expression lines, promote collagen regeneration, and provide multi-layer support that helps improve facial contour firmness and definition.
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PROYA Original Repair Collection: Developed from 12 years of research on the skin's basement membrane, the Original Repair collection combines ingredients with multiple mechanisms of action to help treat recurrent skin sensitivity. Its goal is to promote long-term skin stability and stimulate its own repair mechanisms in all skin layers.
Its flagship product, Original Repair Serum, has evolved through three generations of development. The first focused on calming the epidermal barrier and alleviating visible redness and skin discomfort. Version 2.0 expanded its repairing action to two levels, acting on both the epidermis and dermis, while optimizing the formula's sensoriality to suit a greater number of skin types.
In its third generation, the serum incorporates a key technological advance. Its formula features recombinant type XVII collagen as its main ingredient and combines it with plant-derived active ingredients to reduce redness, ProECM and Ceramide AC60. This combination acts on the basement membrane to promote the repair and stability of the different layers of the skin.
The product is designed to quickly alleviate redness, reduce recurrent episodes of sensitivity, and offer a repairing solution that combines a professional efficacy approach with gentle application, especially suitable for sensitive skin.
"Our ability to develop market-leading star products and continuously improve them through different generations is the direct result of our constant investment in fundamental scientific research on the skin and in technological advances," says Yuli Cai, head of PROYA's international business.
"International expansion today goes far beyond entering a new market: it involves consolidating a lasting presence in consumers' skincare routines through superior quality solutions backed by science. Thanks to Ulta Beauty's extensive omnichannel network in the United States, we hope to bring our products closer to North American consumers so they can experience them firsthand and discover our continuous innovation process. We also want to collaborate with scientific institutions and leading voices to share the rigorous clinical research that supports our formulations."
Driven by an award-winning global R&D ecosystem
International scientific recognition: At the 36th Congress of the International Federation of Societies of Cosmetic Chemists (IFSCC), Proya Cosmetics received the prestigious IFSCC Podium Fundamental Research Award, one of the organization's highest honors, for its research on mitochondrial DNA. In addition, a study focused on skin whitening through mechanisms related to mitochondria received the IFSCC Top 10 Podium Fundamental Research Award. This recognition marks the second consecutive year that Proya Cosmetics has received this distinction, a milestone that makes it the only Chinese cosmetic company to achieve it.
Innovative presence in Europe: On October 13, Proya Cosmetics officially inaugurated its laboratory at the European Innovation Center, located in France. To mark its opening, it organized a Skin Longevity Science Forum, in collaboration with leading international biotechnology suppliers, including Ashland, DSM-Firmenich, SILAB, and Lipotrue. The initiative seeks to accelerate research in areas such as cellular senescence and sustainable ingredients.
Pioneering alliances in medical research: In September, Proya Cosmetics unveiled a joint laboratory for mitochondrial medicine and skin health with the Institute of Genetics at Zhejiang University. The center benefits from the scientific advice of geneticist Douglas C. Wallace, internationally recognized as one of the fathers of mitochondrial medicine and a member of the National Academy of Sciences of the United States, the National Academy of Medicine, and the American Academy of Arts and Sciences.
The company also maintains clinical research collaborations with leading institutions, such as West China Hospital, renowned for its activity in clinical and translational research, and Shanghai Skin Disease Hospital, one of China's main centers for dermatological research and an international reference in skin science and cosmetics.
This strategic move reflects PROYA's evolution, seeking to transition from being a regional benchmark to consolidating itself as a global competitor, setting new standards for the development of science-backed skincare products in the North American retail market.