China's biggest beauty brand, Proya, heads to Ulta
Proya announced on November 12 that 16 products from its Advanced Firming and Original Repair lines are coming to 400 Ulta stores and Ulta.com, led by a nourishing cream and a repair serum. Proya says the cream's bicyclic peptide smooths fine lines and supports collagen, and that the serum calms redness fast and cuts down recurring sensitivity. It names research partners like Zhejiang University and West China Hospital, but hasn't published sample sizes or study lengths and says it will share its clinical research later. Prices weren't announced. Proya also owns most of the makeup brand Flower Knows, which began a limited run at Ulta in September.
Why it matters
Firming and redness claims are big promises, and right now the studies behind them aren't public. Until they are, judge it by the ingredient list, not the lab names on the press release.
The story so far
Proya's makeup brand Flower Knows starts a limited run at Ulta.
Proya announces 16 skincare products for 400 Ulta stores and Ulta.com, with clinical study details to come later.