perfect diary

Jul 8, 2022

Brand Health Check: Why Perfect Diary is hanging in the balance

The iconic C-beauty brand is currently suffering from a domestic sales drop, financial losses, and stock-plummets. But it's attempting to tap into global markets by buying high-end brands and building ecommerce power overseas.

Jul 28, 2021

Can Perfect Diary take C-beauty global?

Perfect Diary has dominated China’s beauty market with its community building and innovative collaborations. But will these tactics work on a global stage?

Jun 17, 2021

Asia-Pacific Power List 2021: Christy Sun, Yatsen Global

The marketer behind China’s number one GenZ cosmetics brand Perfect Diary is changing the entire digital marketing landscape in the space of a few years with its uber-successful data-driven D2C model.

Oct 29, 2018

Can China’s 'little fresh meat' deliver big brand results?

With authorities in China already starting to discourage effeminate behaviour in the media, we analyse whether the country's boy idols can keep delivering visibility and sales for brands.