Perfect Diary

Perfect Diary is a Chinese beauty brand launched in April 2017 by Yatsen Holding Limited (逸仙电商), a company founded in 2016 by three co-founders with backgrounds at P&G and fashion retail . Positioned for 18-to-28-year-old women, it built rapid scale through data-driven product development, social content marketing on Xiaohongshu and Bilibili, and livestreaming — including a store launch streamed by Austin Li . The brand topped Tmall's Double 11 beauty rankings and expanded to over 40 offline stores within two years of its first retail opening in January 2019 . Gaorong Ventures led Yatsen's Series A in early 2018 and continued to invest in subsequent rounds . Yatsen went public on the NYSE in November 2020 at a $10.50 ADS price, with its market value exceeding $10 billion on the first trading day; by then the group had added three more brands including Little Ondine and the French skincare line Galénic . The company's stated ambition, as CEO Huang Jinfeng put it at listing, is to become "a new beauty brand incubation platform for the new era" .