History of Perfect Diary
Perfect Diary, founded in 2017 by Guangzhou Yatsen E-Commerce Co., Ltd., is a Chinese cosmetics brand that quickly rose to prominence in the beauty industry. The brand leveraged social media marketing, influencer collaborations, and innovative digital strategies to attract young consumers, particularly in China. By focusing on affordable yet high-quality products, Perfect Diary disrupted the traditional cosmetics market, offering trendy and stylish makeup inspired by global beauty trends.
The brand expanded rapidly, launching flagship stores online and offline while collaborating with international brands and cultural institutions for limited-edition collections. In 2020, its parent company, Yatsen, went public on the New York Stock Exchange, further solidifying its position in the beauty industry. Today, Perfect Diary continues to grow, expanding into international markets and maintaining its strong presence in China's competitive cosmetics landscape.