Proya's firming and repair lines arrive at 400 Ulta stores in November
Proya is bringing its Advanced Firming line and Original Repair serum to 400 Ulta stores in November, about a quarter of the chain in the US.
Anika Rao
Proya's Advanced Firming line and its Original Repair serum are due at 400 Ulta Beauty stores in November, and on Ulta.com.
Proya (珀莱雅) is the main brand of Proya Cosmetics, the Hangzhou company Hou Juncheng founded in 2006. By revenue it is the largest beauty company in China.
Kecia Steelman, Ulta's chief executive, called Proya the No. 1 skincare brand in China on the August earnings call. Korean beauty is still growing in double digits at Ulta, and she said Chinese beauty matters to the chain too.
Ulta had 1,534 stores in the United States as of August 1, when the deal was announced. The 400 in this launch are about a quarter of the chain.
In 2025 the company took in 10.6 billion yuan, down just under 2 percent from the year before. 2024 was the first time a Chinese beauty company passed 10 billion yuan.
The Proya brand itself, still most of the business, was down about 10 percent. Other labels in the group kept the company number from falling as much.
Hou has said he wants Proya in the global top 10.
Advanced Firming is the line sold at home as Ruby: a cream and a serum built around peptides and retinol, in bottles Proya says you can refill. Original Repair is a serum for a worn-out skin barrier, made with a lab-made collagen.
Both are in Ulta's prestige skincare, the pricier end of the store. Proya has not posted US prices.
Sephora already carries Korean brands in its US stores. If that is where you buy skincare, Proya means a trip to Ulta.
On October 13, Proya opened a lab in Suresnes, just outside Paris, to study how skin ages and how a formula holds up. The European office has been in La Défense, the business district west of the city, since 2024.
Florasis, the brand with the carved lipsticks, already has a counter in Paris and some Ulta stores in the UAE. It has also said it plans to reach Target and Nordstrom in the United States this year.
Our take: four hundred stores is a start, in a year sales dipped at home. This Ulta launch is the firming cream and the repair serum.
