Ulta Beauty Is Bringing Chinese Skincare Brand PROYA to 400 Stores
Ulta Beauty is bringing PROYA, a leading Chinese skincare brand, to 400 stores and Ulta.com, starting with 16 products from its firming and repair lines.
Remember when “global skincare” at the mall meant one shelf of sheet masks?
K-beauty took over that shelf years ago. You probably own at least one snail mucin something. Now the next wave is coming from a little farther away.
What actually happened
PROYA, the main brand of Shanghai-listed PROYA Cosmetics, announced on Nov. 12 that it’s launching in 400 Ulta Beauty stores and on Ulta.com as part of a phased U.S. rollout. The first wave is 16 products from two lines, Advanced Firming and Original Repair, including serums, creams, emulsions, lotions and masks. The company’s photos show the products in Ulta’s Global Skincare section.
PROYA calls itself a leading Chinese beauty brand and says this launch makes it a pioneer among Chinese brands scaling into North America. The company didn’t list U.S. prices.
Our read: C-beauty wants its K-beauty moment
This is our read. Korean skincare became a U.S. habit by showing up where people already shop. Chinese brands are huge at home but mostly unknown here, and Ulta is the fastest way to change that. Shoppers who already love trying new serums are the obvious first audience.
Reality check
PROYA’s announcement leans hard on peptide science and clinical language. Those are the company’s own claims, not independent results, and big words on a box don’t guarantee anything for your skin. Patch test anything new, and check Ulta.com for prices before you go looking in stores.
The close
That global skincare shelf just got a little more global. Your next serum might come from China.
Sources
Disclosure: WellWham has no affiliate links in this story.
Brand information: PR Newswire
