Proya Partners with Ulta Beauty for US Launch at 400 Stores in November 2026
Chinese skincare brand Proya has formed a comprehensive partnership with US beauty retailer Ulta Beauty, planning to sell products at 400 core US stores and on its online platform from November 2026. The company announced the deal on its official WeChat account, calling it a major breakthrough in its global expansion. The move comes as Proya's 2025 full-year revenue fell about 1.7% year-on-year amid a stagnant domestic market.
Proya has formed a comprehensive partnership with US beauty retailer Ulta Beauty, planning to sell its products at 400 core US stores and on the retailer's online platform from November 2026. The Chinese skincare brand announced the arrangement on its official WeChat account, describing the partnership as a significant breakthrough in its global expansion. It remains rare for Chinese skincare brands to secure mainstream retail distribution in Western markets.
In recent years, a number of domestic beauty brands including Florasis and Flower Knows have gained some market share through cross-border e-commerce and consumer interest in Asian beauty trends, but the skincare market remains dominated by Western companies such as L'Oreal and Estee Lauder. The partnership also provides Proya with a growth channel.
China's domestic beauty market has seen growth stall amid cautious consumer spending and intense price competition. Proya's full-year revenue for 2025 fell about 1.7% year-on-year, after the company had previously posted double-digit growth for several consecutive years.
Why this event matters
The event has a measured impact on 1 industry. The strongest current signal is positive for Cosmetics, with intensity 50/100 and 70% confidence over a medium term horizon.
Impact figures are analytical estimates that combine direction, intensity, confidence and event importance. They are not investment advice.