Perfect Diary
Budget“Unlimited beauty, accessible to all.”
By Viktoria @vioda.makeup · Published · Updated
Perfect Diary is a budget makeup brand from China, founded in 2017 by David Huang (Yatsen Holding). It's best known for its Explorer / animal-themed eyeshadow palettes, Discovery and National Geographic palette collaborations and Affordable, highly pigmented color cosmetics.
Perfect Diary (完美日记) is a Chinese (C-beauty) makeup brand launched in 2017 as the first direct-to-consumer label from Yatsen Holding, the Guangzhou beauty group founded by David Huang. Built on a digital-native, KOL-driven model, Perfect Diary became the brand that proved C-beauty could scale fast — at one point the best-selling makeup brand on Tmall — and a defining case study in how Chinese cosmetics conquered social commerce on platforms like Xiaohongshu and Douyin.
The brand is best known for its collaboration eyeshadow palettes — most famously the Explorer/animal-themed palettes done with Discovery and National Geographic that sold over 100,000 units in seconds — alongside its lightweight lip stains, cushion foundations, and setting powders. Affordable, highly pigmented, and Instagram-ready, Perfect Diary's palettes and lip products sit squarely in the budget-but-impressive lane that fuels dupe comparisons against pricier Western eyeshadow and lip ranges.
Popular Products
What Perfect Diary is bought for. The ones we've found dupes for link through to the comparison.
- Explorer Eyeshadow Palette (animal series)
- Weightless Velvet Lip Stain
- Skin Fit Cushion Foundation
- Loose Setting Powder
Known For
Brand Philosophy
Make high-quality, on-trend makeup accessible to everyone through a digital-first, social-commerce model.
FAQ
Perfect Diary Official Channels
Where to buy, and how to reach Perfect Diary customer service directly.
- Website
- www.perfectdiary.com
- Customer service
- [email protected]
- Headquarters
- Guangzhou, China
- Sold at
- Brand.comAmazon USYesStyle