Perfect Diary
Budget“Unlimited beauty, accessible to all.”
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.
Known For
Flagship Products
- Explorer Eyeshadow Palette (animal series)
- Weightless Velvet Lip Stain
- Skin Fit Cushion Foundation
- Loose Setting Powder
Brand Philosophy
Make high-quality, on-trend makeup accessible to everyone through a digital-first, social-commerce model.
FAQ
For Brands & Creators
UnverifiedPublic collaboration and press contact channels for Perfect Diary. Researched from official brand sources — always confirm before sending.
- Website
- www.perfectdiary.com
- General inquiries
- [email protected]
- Creator & UGC collabs
- [email protected]
- HQ address
- Guangzhou, China
- Sold at
- Brand.comAmazon USYesStyle
C-beauty budget brand; parent Yatsen Holding (Guangzhou). Contact channels not independently verified.