Perfect Diary

What Perfect Diary does

Perfect Diary is a Chinese color cosmetics brand founded in 2017 and headquartered in Guangzhou, operating as the flagship brand of publicly listed Yatsen Group (NYSE: YG). The brand sells a complete assortment of lips, eyes, and face products — including animal-themed Explorer Eyeshadow Palettes, the card-inspired ReadMe Lips Collection, the Weightless Soft-velvet Blurring Loose Powder, and the Biolip Essence Lipstick hybrid — at unit prices of $16-$45, positioning in the mass-premium tier. It reaches consumers globally through a direct-to-consumer e-commerce storefront at perfectdiary.com, supported by a UK operating entity (SNOK TECHNOLOGY UK LIMITED) and a marketing presence on Instagram, Facebook, Pinterest, and TikTok, alongside native use of Xiaohongshu and Douyin in China.

Underlying the brand is a proprietary technology stack: SmartLock oil-control ingredient co-developed with Huazhong University of Science and Technology, Ever-Stay transfer-proof lip technology, Liquid Spotlight film technology, and an Airflow Grinding process for sub-micron color powders. The parent Yatsen Group backs these with approximately $100 million of R&D investment since 2020, six joint laboratories, and an AI-driven research, smart manufacturing, and content automation platform that supports formulation and creative production at scale. The Biolip Essence Lipstick has been recognized as the top-selling lipstick SKU by a Chinese brand worldwide.

The business model is pure direct-to-consumer, pay-as-you-go retail with no subscription and no disclosed third-party retail or B2B distribution; revenue comes from individual product sales plus a Buy 3 Get 10% off volume promotion and free shipping over $59. The target segment is beauty-conscious consumers seeking trendy, creative makeup for self-expression, served through a single-segment persona-based go-to-market rather than enterprise contracts, which implies long-tail customer distribution but no anchor-account dependency.

Name

Perfect Diary

Legal name

SNOK TECHNOLOGY UK LIMITED

Website

https://perfectdiary.com

Company type

Public

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Perfect Diary is a Chinese color cosmetics brand (founded 2017, Yatsen Group flagship, NYSE: YG) that sells lips, eyes, and face makeup globally through a direct-to-consumer e-commerce storefront, supported by proprietary formulation technology and an AI-driven R&D platform.

Ownership category

akta.pro rank

Product category

Color Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Makeup Palettes & Sets (Curated Palettes, Gift Sets, Multi-use Kits) (CRABACAF)

akta.pro secondary industries

Eye Makeup (Eyeshadow, Eyeliner, Mascara, Brow Products, Eye Primer) (CRABACAB), Lip Makeup (Lipstick, Lip Gloss, Lip Liner, Lip Stain, Lip Balm-Tint) (CRABACAC), Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA)

Keywords

• Color cosmetics
• Lipstick products
• Eyeshadow palettes
• Beauty makeup brand
• Face makeup

Headquarters

HQ city

Guangzhou

HQ country

China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Technology or R&D, Marketing or Sales, Personnel, Operations

Revenue model

1. Direct-to-Consumer Product Sales: Perfect Diary generates revenue through direct-to-consumer sales of makeup products via its e-commerce website. Customers purchase individual products at one-time prices ranging from $16-$45. There is no subscription model mentioned.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Perfect Diary designs, manufactures, and sells a full lineup of color cosmetics including lip products (lipsticks, lip stains, lip glosses), eye products (eyeshadow palettes, eyeliners, mascaras, eyebrow pencils), and face products (foundations, primers, setting powders). Products are sold directly to consumers worldwide through its e-commerce website at prices ranging from $16 to $45, with hero collections like the Explorer Eyeshadow Palettes and ReadMe Lips.

Product overview

Perfect Diary is a Chinese cosmetics brand founded in 2017 and listed on NYSE in 2020, offering a complete lineup of stylish makeup products. The product portfolio centers on three hero collections: Explorer Eyeshadow Palettes (animal-inspired palettes like Red Fox, Cat, Tiger, and Fancy Carp with ultra-fine, long-lasting formulas), ReadMe Lips Collection (card-inspired lip products including the CRUSH Collection, Denim Collection, and seasonal limited editions), and face products anchored by the Weightless Soft-velvet Blurring Loose Powder (a bestselling setting powder with soft-focus technology). The lip category is particularly extensive, featuring the Perfect Diary Biolip Essence Lipstick, No Caption Lip Pigment with Ever-Stay technology, Tea Extract Glistening Glossy Lip Stain with 8+ hour moisturizing, Floating Light Lip Gloss, and Rouge Intense Velvet Slim Lipstick in 16 fashion-inspired shades. Eye products include various eyeliners (slim liquid, gel), mascaras, eyebrow pencils and kits, while face products include foundations, primers, pressed powders, and highlighters. The brand positions itself around 'Unlimited Beauty' with products designed for diverse, unique beauty expressions.

Differentiator

Problem solved

Functional benefit

Products and services

• Explorer Eyeshadow Palettes Animal-inspired eyeshadow palettes featuring ultra-fine, long-lasting formulas with jewel-like luster and pearl finish. Includes themed collections like Red Fox, Cat, Tiger, and Fancy Carp, targeted at consumers who enjoy creative, themed makeup.
• ReadMe Lips Collection Card-inspired lip product collection featuring lip stains, lip glosses, and velvet lip stains in various textures including CRUSH Collection, Denim Collection, and summer vacation-inspired colors, targeted at consumers seeking creative lip color stories.
• Weightless Soft-velvet Blurring Loose Powder Silky setting powder with soft-focus technology that blurs imperfections, provides up to 12 hours of oil control, and offers weightless wear with no texture or cake effect. Available in seven shades for different skin tones, targeted at consumers seeking long-wearing shine control.
• Perfect Diary Biolip Essence Lipstick Lipstick and lip stain hybrid product combining essence skincare benefits with vibrant lip color in a moisturizing formula. Features 12 shades and recognized as a top-selling lipstick SKU by a Chinese brand worldwide.
• No Caption Lip Pigment Weightless, ultra-lasting lip pigment with bold color payoff in a silky-smooth luxe matte formula featuring Ever-Stay technology for transfer-proof, long-wearing performance across 6 shades.
• Translucent Blurring Loose Powder Weightless setting powder with exclusive oil-control formula developed with Huazhong University of Science and Technology featuring SmartLock ingredient. Delivers ultra-blurring and light-diffusing effects with Tahitian pearl extract for nourishment.
• Tea Extract Glistening Glossy Lip Stain Glossy lip stain with alpine green tea extract providing 8+ hours of moisturizing. Features liquid spotlight technology for a dewy shine and plumper lips appearance, with tea-inspired shades like Jasmine White Tea and Cold Brewed Tangerines.
• Floating Light Lip Gloss Hydrating, refreshing lip gloss delivering long-lasting dewy shine and plumper lips look with non-sticky effect. Features buildable colors with sheer-to-medium coverage.
• Rouge Intense Velvet Slim Lipstick Slim lipstick with velvet matte finish in 16 fashion-inspired shades including Maple Chelsea, Ruby Pumps, and Cinnamon Milktea. Features a moisturizing formula with high color rendering and long-lasting effect.
• Slim Long-lasting Liquid Eyeliner Ultra-fine, long-lasting liquid eyeliner in black for precise eye makeup application, targeted at consumers seeking defined eye looks.
• Supreme Nude Natural Flawless Hydrating Liquid Foundation Hydrating liquid foundation providing natural, flawless coverage in nude shades for everyday complexion needs.
• Designer Eyes And Cheeks Palette (Denim Limited Edition) Limited edition palette featuring eyeshadow and blush shades inspired by denim aesthetics, offering versatile eye and cheek color combinations.

Quantifiable outcome

• 96% waterproof and color retention rate with ReadMe lip products when velvet lip stain is layered with gloss
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature6 records

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Rare Beauty: Rare Beauty is a digitally-native color cosmetics and complexion brand founded by Selena Gomez, with strong D2C e-commerce and Sephora retail — a comparable narrative-driven, hero-product-led cosmetics brand competing for similar Gen Z/Millennial consumers.
• Glossier: Glossier is a digitally-native beauty brand with strong D2C e-commerce, social media community building, and a curated product mix spanning lips, eyes, and face — comparable to Perfect Diary's digital-first go-to-market and community-led brand ethos.
• Fenty Beauty: Fenty Beauty is a globally recognized D2C and retail color cosmetics brand built on inclusive shade ranges and celebrity-founder brand equity, making it a comparable aspirational peer for Perfect Diary's branded color cosmetics portfolio.
• e.l.f. Beauty: e.l.f. Beauty (NYSE: ELF) is a mass color cosmetics company with a strong D2C channel plus mass retail, competing directly with Perfect Diary in affordable lip, eye, and face makeup. Its successful omnichannel scaling offers a comparable business-model reference point.
• Kylie Cosmetics: Kylie Cosmetics is a celebrity-founded D2C color cosmetics brand known for hero lip kits and seasonal collection drops, directly comparable to Perfect Diary's ReadMe Lips and Explorer Palettes hero-collection strategy.
• ColourPop: ColourPop is a US-based direct-to-consumer color cosmetics brand selling lips, eyes, and face makeup at mass-prestige price points ($5-$25), closely mirroring Perfect Diary's $16-$45 DTC positioning and rapid product drop cadence.
• Florasis (Huaxizi): Florasis is a premium Chinese domestic beauty brand that competes head-to-head with Perfect Diary in China through culturally-themed product collections and strong digital/social commerce presence, offering a direct in-market comparison for C-beauty positioning.

Broad incumbents

• Maybelline: Maybelline (L'Oréal) is the global mass-market color cosmetics leader with deep retail penetration, serving as the broad incumbent price-point and category reference for Perfect Diary's mass-prestige positioning.
• MAC Cosmetics: MAC Cosmetics (Estée Lauder) is an established global color cosmetics incumbent with broad lips/eyes/face assortments across D2C and department-store retail, representing the scaled incumbent peer Perfect Diary's hero collections compete against for consumer mindshare.
• Charlotte Tilbury: Charlotte Tilbury is a global prestige color cosmetics brand (Puig-owned) spanning lips, eyes, and face with strong e-commerce, providing a benchmark for how a hero-pillar-led color cosmetics brand can scale internationally — relevant for Perfect Diary's Western expansion aspirations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/officialperfectdiary
• Instagraminstagram.com/perfectdiary_us
• Pinterestpinterest.com/perfectdiaryusa
• TikToktiktok.com/@perfectdiary_usa
• Xx.com/PerfectDiary_jp

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Perfect Diary