China Perfect Diary

The last 4 and half years have seen the rise from scratch of a new market leader in Cosmetic Beauty in China. In such a short period of time, Perfect Diary was able to capture the attention of Gen Z and become the leader of online sales in cosmetics.

But how did it manage to do so?

In & from unexpected collaborations with brands such as Discovery and famed art institutions such as the British Museum and the Met, Perfect Diary nailed two key Gen Z interests: nature and the arts. They have also had a unique approach to Private Traffic.

About how this brand rose to prominence and managed to catch this generations’ eye and pockets, I share my take on the 7 key factors that led Perfect Diary to the top of China’s competitive cosmetic beauty market.