PROYA’s formulations are guided by what the brand calls “Circadian Skincare Intelligence”, which aligns products with the skin’s natural biological rhythm
PETALING JAYA: China’s premier scientific skincare brand, PROYA, has officially entered the Malaysian market, introducing what it describes as a new benchmark in science-led, clinically inspired skincare.
PROYA is launching in Malaysia with three core product lines, each tailored to specific dermatological needs:
Original Repair Range
Specially formulated for sensitive skin and daily maintenance, this range focus on fortifying the skin barrier and enhancing resilience against environmental stressors.
Double Effect Brightening Range
Using multi-pathway brightening actives, this line targets melanin regulation and oxidative stress to improve skin tone, clarity, and radiance.
Advanced Firming Nourishing Range
Developed with next-generation peptides and structural support complexes, this range aims to boost skin elasticity, enhance dermal density, and reduce the appearance of fine lines.
Skincare enthusiasts will find that PROYA’s core philosophy centres on skin barrier restoration, anti-ageing science, and ingredient efficacy; all underpinned by extensive in-house research and development.
Its formulations are guided by the brand’s signature “Circadian Skincare Intelligence”.
This approach aligns products with the skin’s natural biological rhythm: focusing on protection and brightening during the day and repair and regeneration at night.
Chief Scientific Advisor of PROYA Cosmetics and Vice President of the PROYA Europe Innovation Centre Dr Lieve Declercq said that the brand reflects a more sophisticated, science-driven direction in modern skincare.
“Advanced formulations that combine peptides, barrier-repair lipids, and targeted actives are essential in supporting the skin’s natural repair mechanisms,” she said.
PROYA’s entry into the Malaysian market was formalised through a Memorandum of Understanding (MoU) signed with Guardian Health and Beauty Malaysia and Livingstone Healthcare Sdn Bhd.
Head of PROYA’s Overseas Business Cai Yuli, expressed pride in launching the brand in Malaysia—a market that places growing importance on clinical effectiveness and premium experiences.
“Together with Livingstone and Guardian, we aim to deliver a new standard of skincare, where scientific innovation, ingredient integrity and refined sensorial experiences converge,” she said.
Distributed locally by Livingstone Healthcare Sdn Bhd, PROYA products will be available nationwide via Guardian, spanning approximately 200 outlets across the country.
