(Aug19): Proya Cosmetics Co is set to expand in the US market through a partnership with Ulta Beauty Inc as China’s biggest beauty company looks abroad for growth to help it weather fierce competition at home.

Proya is set to launch its flagship Ruby and Original Repair skincare lines in 400 brick-and-mortar Ulta stores as well as on its online platform, the Chinese company said in a statement on its WeChat account. The collaboration represents a significant breakthrough for Proya in its global expansion, it said.

The move marks a rare instance of a Chinese skincare brand achieving mainstream retail distribution in a Western market. While a wave of C-beauty brands, including Florasis and Flower Knows, have gained traction through cross-border e-commerce and growing interest in Asian beauty trends, skincare remains dominated by the likes of L’Oréal SA and Estée Lauder Cos.

The tie-up also gives Proya an important avenue for growth as the domestic market plateaus due to cautious consumer spending and intense price wars. The company’s annual revenue declined about 1.7% in 2025 following years of double-digit growth.

Prior to the Ulta partnership, Hangzhou-based Proya had struck an agreement in April to roll out its star products at Guardian, Malaysia’s leading beauty and personal care retail chain. The deal will see products gradually available across the network of more than 200 physical stores in the Southeast Asian country.

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