Perfect Diary has always been a pioneer in the cosmetics industry. Our brand was founded in 2017 and listed on the New York Stock Exchange (NYSE) in 2020. We are young yet lifeful with a rapid develop speed, having gained over 40 million customers worldwide and have launched more than 300 offline stores. Perfect Diary believes that the world will be a better place when any aspiration for beauty is valued. We are committed to developing a range of high-quality, creative, and amazing products while easy to apply, and intend to enable everyone to express and pursue her own beauty effortlessly.


Inspired by diverse beauty cultures of the world, we have collaborated with the Metropolitan Museum of Art, The British Museum, and Chinese National Geography. We hope these co-branding products will bring consumers an unparalleled brand new beauty experience and inspire them to create beauty.

Environmental Engagements

Our brand focuses on sustainable development and advocates the harmonious coexistence between human beings and nature.
Collaborating with Jiaqi Li, we donated ¥1 to the Beijing Animal Protection Fund for every sale of Explorer Puppy Palette from February 2020.
Inspired by the endangered species red-crowned crane, we designed and launched a new Red-crowned Crane eyeshadow palette in March 2021. Meanwhile, we launched a public welfare project to donate to the Red-crowned Crane Conservation Project. With FDC environmental certification, we ensure that the packaging paper does not come from endangered species and illegal logging.
We make no compromises with regard to the protection of endangered species.

Sustainable Statement

With the brand concept of Unlimited Beauty, we embrace the diversity of beauty in the world, love and respect the uniqueness of each individual. That is why we are committed to honoring, promoting, and protecting nature.

The commitments we are working on directly support our original promise: to enhance the true beauty in the world. We’re well on our way to meeting our goals of sustainable development.