Perfect Diary is a young Chinese makeup brand established in 2016 targeting women aged 20-35, who have a relative high spending power. On March 2017, it started online business on Taobao and Tmall. Half a year later, Perfect Diary opened on Xiaohongshu, WeChat store and hosted three Pop-up stores in Shanghai. In 2018, It established Douyin and JD store. On January 19th 2019, it owned the first offline experience store in Guangzhou. As of June 2019, it has 40 offline stores in China.
During the 11.11 promotion on Tmall in 2018, Perfect Dairy became the top Chinese makeup brand and in 2019 achieved 100 million RMB turnover within 13 minutes on the platform. It continuously topped the list and even exceeded famous international brands like L’Oréal and Maybelline.
