Perfect Diary: Unlimited Beauty Through Color and Creativity

Founded in 2017, Perfect Diary is a makeup brand within Yatsen. Guided by “Unlimited Beauty,” it develops color cosmetics intended to make creative self-expression accessible through products that are easy to use.

Brand at a glance

• Brand: Perfect Diary
• Parent company: Yatsen
• Parent-company founder, chairman and CEO: Jinfeng Huang
• Founded: 2017
• Category: Makeup
• Website: perfectdiary.com

The story of Perfect Diary

Perfect Diary's brand philosophy centers on valuing individual aspirations for beauty. It combines product development with expressive color, seeking to help people explore and present their own style without complicated application routines.

The brand grew through ecommerce and physical retail. Its parent company, Yatsen, listed on the New York Stock Exchange in 2020 under the ticker YSG. The listing belongs to the parent company, rather than to Perfect Diary as a standalone brand.

Milestones in the brand journey

Perfect Diary began in 2017 and established flagship stores on Taobao and Tmall. According to the supplied brand history, it recorded more than RMB100 million in sales within 90 minutes during the 2018 Double 11 shopping festival.

The materials also highlight Tmall Golden Makeup Awards for lipstick, foundation and the brand's 12-color animal-inspired eyeshadow palettes. They identify actress Zhou Xun as the brand's first global spokesperson.

In 2023, Perfect Diary introduced Biolip Essence Lipstick as part of its move toward makeup that incorporates skincare concepts. The supplied timeline describes a second-generation version launched in 2024 using Biotec™ technology.

Flagship products

Weightless Soft-velvet Blurring Loose Powder

This loose powder is positioned around a silky texture and a soft-focus finish. The brand describes it as lightweight, with oil-control performance of up to 12 hours and the ability to reduce the visible appearance of pores, fine lines and other imperfections.

Its product story emphasizes setting makeup without a heavy or cakey appearance. The wear duration and cosmetic effects are brand-reported claims.

No Caption Lip Pigment

No Caption Lip Pigment combines bold color with a matte finish and a lightweight feel. Perfect Diary describes the texture as smooth to apply and cites Ever-Stay™ technology in its long-wear and transfer-resistance positioning.

The product is designed for concentrated color payoff while maintaining a silky finish. These performance descriptions reflect the brand's product materials.

Explorer Eyeshadow Palette

The Explorer collection takes inspiration from animals, translating their colors and visual character into 12-shade palettes. The supplied materials describe a family of 14 palette designs, offering combinations of matte, pearl, shimmer and metallic finishes.

Each palette is presented with a double-ended brush and an internal mirror. The range is designed to support a variety of looks through blendable shades, from understated color combinations to more expressive eye makeup.

Nature-inspired design and environmental initiatives

Perfect Diary connects some of its animal-inspired products with conservation-related activities. According to the supplied brand materials, a collaboration with Jiaqi Li pledged RMB1 to the Beijing Animal Protection Fund for each Explorer Puppy Palette sold in a campaign beginning in February 2020.

In March 2021, the brand introduced an eyeshadow palette inspired by the endangered red-crowned crane and launched a public-interest initiative supporting crane conservation. These are historical initiatives described in the brand profile, rather than a statement that the donation programs remain active today.

A commitment to diversity and nature

Perfect Diary links its “Unlimited Beauty” concept with respect for individual differences and the diversity of the natural world. Its supplied sustainability statement presents protecting nature and pursuing more sustainable development as continuing brand commitments.

Across its powders, lip products and animal-inspired palettes, the brand combines practical makeup formats with visual storytelling and a focus on individual expression.

Based on the supplied brand profile. Additional references: Perfect Diary's Explorer palette, Yatsen's leadership and its investor's announcement of Yatsen's 2020 listing.