China’s biggest beauty brand is about to land on shelves at America’s largest beauty retailer. On August 19, Hangzhou-based PROYA Cosmetics announced a landmark partnership with Ulta Beauty, confirming that its Advanced Firming and Original Repair collections will launch in 400 Ulta Beauty stores nationwide and on Ulta.com this November.
The move marks a defining moment for C-beauty’s global ambitions: PROYA, which trades on the Shanghai Stock Exchange and has built its reputation around science-led, clinically validated skincare, is positioning itself squarely within the U.S. prestige skincare conversation — not the mass market.
“Global expansion today is about far more than simply entering a new market,” said Yuli Cai, Head of PROYA’s Overseas Business. “It means earning a lasting place in consumers’ daily skincare routines.”
The brand describes the deal as a strategic pivot from product export to full global brand development, with Western Europe earmarked as its next expansion frontier. For American shoppers, it signals that C-beauty’s rise is no longer just a social media phenomenon — it’s arriving in the beauty aisle.