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Can Perfect Diary Take C-Beauty Global

The perfect diary is a model of Chinese beauty. Founded in 2016, Yatsen's brands quickly conquered the Chinese cosmetics market with their clever marketing strategies and deep understanding of appealing to younger consumers.

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Can Perfect Diary Take C-Beauty Global

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  1. Can Perfect Diary Take C-Beauty Global The perfect diary is a model of Chinese beauty. Founded in 2016, Yatsen's brands quickly conquered the Chinese cosmetics market with their clever marketing strategies and deep understanding of appealing to younger consumers. The five-year-old giant's growth rate is staggering. In 2018, it became the first brand to reach 100 million yuan ($15 million) in sales on Alibaba's Singles' Day. The following year, it broke its record, beating out brands such as L'Oréal and Maybelline to become the first domestic brand to reach the top of Tmall's "Double 11" beauty category. And the perfect diary has not yet reached its peak. Even during the pandemic – when many beauty brands closed their doors – the DTC unicorn completed a funding round and was officially listed on the New York Stock Exchange, raising its market cap from $4 billion in September 2020 to $7.82 billion in two months later. With the domestic market locked in, Perfect Diary is now looking to make inroads into the rest of the world. But, of course, that's easier said than done. Below, Jingri Media examines Perfect Diary's strategies at home and abroad, and whether they can pave the way for the C-beauty brand to win on the international stage.

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