Fast-growing Chinese premium beauty house Proya Cosmetics Co has struck a key partnership with Ulta Beauty, the USA’s largest specialist beauty retailer.
Since opening its first store in 1990, Ulta Beauty has grown to more than 1,500 stores across the USA.
Starting this November, Proya’s hero lines — Advanced Firming Nourishing Series & Original Repair Series — will be available in 400 Ulta Beauty stores nationwide and on Ulta.com.
Proya sees the agreement as pivotal to its foreign expansion. The company is also targeting global travel retail as key to international advancement, due to the channel’s dual showcase and sales potential. The Moodie Davitt Report will bring you regular updates on that mission as part of our dedicated China Chic coverage*.
Commenting on the Ulta Beauty deal, Proya said, “This partnership represents a landmark leap in Proya’s global expansion strategy and marks the starting point for its long-term localised operations in North America, spanning consumer insight development, product experience optimisation and brand narrative building.”
The company added, “This milestone signals a pivotal shift in Proya’s global journey: moving beyond mere product export to brand globalisation.”
Hangzhou-based Proya Cosmetics Co, founded in 2003, is committed to building an international platform for Chinese cosmetics brands.
Besides flagship brand Proya, the house’s portfolio includes Timage, Off&Relax, FlowerKnows, Hapsode, Correctors, Insbaha, Awaken Seeds, SingulaDerm, Uzero and Anya, covering a wide range of beauty products including skincare, makeup and body & hair.
Proya said, “The Ulta agreement signifies a high level of recognition for Proya from international specialty beauty retailers.
“It also indicates that Chinese beauty brands are entering mainstream global beauty channels and the premium skincare narrative with cutting-edge scientific research capabilities, product excellence and brand expression, demonstrating their brand competitiveness and long-term development potential globally.
“With proprietary scientific research as its core competitive moat and clinically validated product performance as its foundation, the brand aims to earn lasting trust from mainstream retail channels and consumers through standardised brand management and differentiated product value.
“This blueprint for brand-led overseas expansion sets an entirely new benchmark for the global development of C-Beauty.” ✈
*Footnote: The Moodie Davitt Report features China Chic products regularly. All stories are archived in our dedicated China Chic column, accessible on the homepage Brand News dropdown menu.
