The Chinese cosmetics firm Proya will take a new step in its internationalization strategy with its entry into the US market through Ulta Beauty. La brand will join the retailer's prestige skincare portfolio in November, with an initial presence in 400 establishments in the United States and on its online platform.
The launch includes, in a first phase, the Advanced Firming and Original Repair collections, with which Proya will bring to the American consumer a proposal based on research, technological development, and results-oriented formulations. The company thus seeks to position itself in a segment of greater added value and compete directly in the US premium beauty market.
The operation represents a milestone for Proya, the flagship brand of Proya Cosmetics and one of China's leading beauty companies. In 2024, the group became the first Chinese cosmetics company to exceed 10 billion yuan in annual revenue. In 2025, it recorded revenues of 10.597 billion yuan, equivalent to around 1.350 billion euros, according to its latest annual report.
"Global expansion today goes far beyond simply entering a new market. It means earning a permanent place in consumers' daily skincare routine. Through our alliance with Ulta Beauty, we seek to bring an innovative perspective to prestige skincare globally, offering innovative products backed by research with significant results. This alliance represents an important step in consolidating PROYA as a global beauty brand, based on quality, scientific innovation, and long-term growth."
The American expansion is part of the company's international strategy, which aims to be among the ten largest cosmetic companies in the world in the next ten years. Proya has also strengthened its international activity through R&D centers and a greater presence at global industry events. The agreement with Ulta Beauty reflects the growing interest of American retail in Asian skincare brands, especially those capable of combining scientific innovation, formulation technology, and a differentiated proposal. For Chinese firms, access to large international chains also represents a way to move from expansion based on cross-border e-commerce to a more consolidated physical and brand presence.