Chinese cosmetics users have embraced home-grown brand Perfect Diary, which started online but now has 150 stores in China, where it is the No 3 cosmetic brand, and is said to be eyeing an IPO in Hong Kong this year. Photo: ReutersChinese cosmetics users have embraced home-grown brand Perfect Diary, which started online but now has 150 stores in China, where it is the No 3 cosmetic brand, and is said to be eyeing an IPO in Hong Kong this year. Photo: Reuters
Chinese cosmetics users have embraced home-grown brand Perfect Diary, which started online but now has 150 stores in China, where it is the No 3 cosmetic brand, and is said to be eyeing an IPO in Hong Kong this year. Photo: Reuters

Nimble Chinese beauty start-up Perfect Diary woos consumers with low prices and a strong social media presence

  • Helped by its presence on Douyin – the Chinese TikTok – and influencers such as ‘Lipstick King’ Li Jiaqi, Perfect Diary has become China’s No 3 cosmetics brand
  • A start-up launched just four years ago, it has won over patriotic Gen-Z consumers with its low prices, responsiveness to their needs, and basic product range

Topic |   Beauty
Chinese cosmetics users have embraced home-grown brand Perfect Diary, which started online but now has 150 stores in China, where it is the No 3 cosmetic brand, and is said to be eyeing an IPO in Hong Kong this year. Photo: ReutersChinese cosmetics users have embraced home-grown brand Perfect Diary, which started online but now has 150 stores in China, where it is the No 3 cosmetic brand, and is said to be eyeing an IPO in Hong Kong this year. Photo: Reuters
Chinese cosmetics users have embraced home-grown brand Perfect Diary, which started online but now has 150 stores in China, where it is the No 3 cosmetic brand, and is said to be eyeing an IPO in Hong Kong this year. Photo: Reuters
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