THE WHAT? Yatsen Group has launched its flagship colour cosmetics brand, Perfect Diary, in approximately 300 Sephora stores across China as part of its premiumisation and international expansion strategy.
THE DETAILS The partnership introduces Perfect Diary to Sephora locations in major cities including Beijing, Shanghai, Guangzhou and Shenzhen. The launch supports the brand’s transition from a digitally led, value-focused positioning to a science-driven premium beauty offering, with products incorporating proprietary technologies such as its Biolip and Biotec platforms. Perfect Diary has also repositioned its pricing into the RMB100–200 (US$15–29) range to compete more directly with prestige beauty brands. According to Yatsen Group, the Sephora rollout will also support future expansion into Hong Kong and other international markets. While Perfect Diary remains Yatsen’s flagship colour cosmetics brand, the group’s first-quarter 2026 results showed total revenue increased 22.5% year on year to RMB1.02 billion, driven primarily by skincare, while colour cosmetics revenue declined 5%.
THE WHY? The launch reflects the continued premiumisation of C-beauty brands as they increasingly focus on scientific innovation, higher-value products and omnichannel distribution. The Sephora partnership provides Perfect Diary with greater offline visibility while supporting Yatsen’s ambition to establish the brand as a global prestige beauty player.
Source: WWD
