As C-beauty shifts its gaze to the novelty of offline retail, Yatsen Group‘s flagship brand Perfect Diary has officially launched at Sephora across China.
The collaboration brings Perfect Diary to around 300 Sephora stores in first-tier hubs, such as Beijing, Shanghai, Guangzhou, and Shenzhen, and beyond.
“This partnership integrates Yatsen’s rigorous scientific infrastructure with the world’s leading prestige beauty retailer,” Yatsen said in a statement.
“The partnership also serves as a critical foundation for Yatsen’s accelerating internationalization strategy. Future initiatives include expanding Perfect Diary’s footprint into Hong Kong and other global markets, further showcasing China’s emergence as a premier hub for global beauty innovation,” the company said.
Perfect Diary’s color cosmetics lineup shows the brand’s clear move away from an advertising-heavy, fast beauty model to a biotech-backed efficacy approach that the brand has been adopting since 2023.
Price points at Perfect Diary have been adjusted upward into the 100 renminbi, or $15, to 200 renminbi, or $29, range, reflecting its evolution from a dupe-led positioning for the likes of MAC Cosmetics, 3CE and Nars, to aligning with them as direct peers.
The brand’s Biolip Essence Lipstick, which is priced at around 150 renminbi, or $20, built on its proprietary Biolip and Biotec technologies that involve a pomegranate-peptide complex that claims to have regenerative benefits. It has become one of its bestsellers, according to rankings on the brand’s Tmall official store.
Perfect Diary remains Yatsen Group’s largest brand, accounting for around 40 percent of group sales. According to Yatsen Group’s first-quarter 2026 results, total revenue increased by 22.5 percent year-over-year to 1.02 billion renminbi, or $148 million, driven by its skin care labels including Galénic, Dr. Wu and Eve Lom. Color cosmetics, including Perfect Diary, Little Ondine, Pink Bear and more, decreased 5 percent year-over-year.
For David Huang, founder, chairman and chief executive officer of Yatsen Group, the brand’s premiumization strategy reflects a larger trend observed in the C-beauty arena.
“An increasing number of Chinese brands are entering the prestige tier through scientific innovation, technological breakthroughs and brand equity,” Huang said.
“Chinese consumers have become far more discerning — they demand efficacy, safety and scientific rigor,” he added. “At the same time, China’s complete and highly efficient supply chain provides a strong foundation for that innovation.”