How did Perfect Diary conquer the Chinese market?

Founded in 2017, Perfect Diary is now one of the most popular cosmetics brands in China, which led us to ask, How did Perfect Diary manage to conquer the Chinese market?

Through a well-thought-out mobile-first strategy and some smart use of social commerce platforms such as Xiaohongshu, Douyin, and WeChat, Perfect Diary has quickly risen to prominence. In just a few years, it has become a reference for both local and international brands. It is a prime example of a cosmetics industry success story, particularly one coming out of China.

Discover in this article how they built their marketing strategy.

What Were Perfect Diary’s Objectives for Conquering the Chinese Market?

Like any successful marketing strategy, Perfect Diary’s objectives were clearly defined:

• Attract a young audience: Target millennials and Gen Z, who are trend-conscious and seek immersive experiences.
• Build an accessible and authentic brand image: Create a brand that resonates with young Chinese consumers.
• Leverage social commerce channels: Provide a seamless customer experience and turn viewers into buyers with just a few clicks.

Perfect Diary’s Winning Strategies

Firstly, Perfect Diary focused on collaborating with KOLs and KOCs on Xiaohongshu.

Just to clarify, KOLs (Key Opinion Leaders) are influencers in a specific niche with a sizeable audience who promote products. KOCs (Key Opinion Consumers), on the other hand, are influential consumers with smaller audiences. They are perceived as genuine and trustworthy, sharing honest reviews.

Xiaohongshu is a Chinese platform, akin to a mix of Instagram and Pinterest, where users share product reviews, experiences, and recommendations.

Perfect Diary became particularly popular on Xiaohongshu (also known as Little Red Book). This platform, which combines social media and e-commerce, helped the brand achieve its goals in terms of awareness and engagement. Predominantly used by young women, Xiaohongshu has become a key resource for beauty, fashion, and lifestyle recommendations in China.

The Selected KOLs

The first was Li Jiaqi: Partnering with Li Jiaqi allows a brand to reach millions of loyal consumers, establish instant credibility through trusted recommendations, and maximize sales by leveraging the power of live streaming to quickly convert viewers into buyers.

At the time Perfect Diary collaborated with him, this influencer was highly popular. However, recent trends show that his statistics are now declining.

Zhou Xun, a respected actress in China, was chosen as Perfect Diary’s first global ambassador. This strategic decision strengthened the brand’s image across a diverse audience.

Known for her versatility and timeless elegance, Zhou Xun perfectly embodies Perfect Diary’s values. Her sophisticated image appeals to a more mature, high-income clientele, solidifying the brand’s premium positioning in the cosmetics market.

Zhou Xun also represents accessible beauty. She aligns seamlessly with the brand’s message “Beauty has no limits.” This positioning created a strong emotional connection with Chinese consumers.

Perfect Diary also collaborated with Troye Sivan, a globally renowned singer and actor, to enhance its appeal to a young and modern audience. As an icon in the LGBTQ+ community, Troye Sivan represents values of diversity and inclusion, resonating strongly with Generation Z.

The Message Delivered to Different Audiences

This collaboration allowed Perfect Diary to convey a powerful message. By celebrating individual expression and authenticity, the brand positioned itself as a progressive and inclusive player. This approach appealed to a young, trendy, and socially engaged niche.

Troye Sivan also brought international visibility to the brand. His global popularity helped Perfect Diary attract a worldwide audience while enhancing its credibility in the cosmetics market.

These KOLs were strategically chosen to target diverse audiences, aligning with the brand’s overall marketing strategy.

Xiaohongshu was one of the key platforms utilized. A mix between Instagram and Pinterest, it is a space where users share reviews, experiences, and tips about products.

In particular, Perfect Diary excelled on Xiaohongshu (or Little Red Book). This platform, which combines social networking and e-commerce, allowed the brand to achieve its goals of awareness and engagement. Predominantly used by young women, Xiaohongshu has become a go-to platform for beauty, fashion, and lifestyle recommendations in China.

The Impact of KOLs and KOCs

By collaborating with Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs), Perfect Diary successfully generated authentic content around its products. KOLs provided the brand with exceptional visibility, while KOCs—everyday users—enhanced credibility by sharing honest reviews and personal experiences.

To learn more about the best social media platforms in China and how they can boost brand presence, check out our article The Best Social Media Platforms in China.

The Results

Xiaohongshu enabled Perfect Diary to reach a massive audience, generating millions of shares and comments, which significantly boosted the brand’s visibility and awareness.

What’s next? How did Perfect Diary conquer the Chinese market?

The second key element lies in leveraging live-streaming through Douyin.

The Importance of Live Streaming

Perfect Diary was one of the first cosmetics brands to fully leverage Douyin (the Chinese TikTok) for live streaming sessions. On the one hand, Douyin is known for its short, engaging videos, and on the other hand, it is highly regarded for its social commerce campaigns through interactive live streams. Thus, Perfect Diary organized live events with renowned influencers to showcase its products and directly interact with users, creating a stronger connection and immersive experience.

Live streams allow consumers to see products in action, ask questions in real-time, and even make instant purchases within the app—embodying the essence of social commerce. To learn more about the potential of live streaming in China, check out our guide Live Streaming in China: A New Way to Sell.

Result: On Singles’ Day, Perfect Diary generated millions of dollars within just a few hours, largely thanks to its live streaming campaigns on Douyin and partnerships with KOLs.

WeChat Mini-Programs: 

Thirdly, Perfect Diary used WeChat Mini-Programs to create a frictionless shopping experience.

These mini-programs allowed users to browse and purchase products directly within the WeChat app. This strategy aligns perfectly with the Chinese market, where WeChat operates as a “super-app,” covering many aspects of daily life—from messaging to payments and online shopping.

The mini-programs streamlined the customer journey by removing unnecessary steps, such as navigating external websites. Young Chinese consumers particularly appreciated this efficiency. To learn more about the role of mini-programs in brand success, visit our page How to Use WeChat.

Leveraging User-Generated Content (UGC)

Perfect Diary has also embraced a User-Generated Content (UGC) strategy. By encouraging customers to share their looks using specific hashtags, Perfect Diary has built a strong community of fans. This UGC strategy strengthened the brand’s authenticity while generating large-scale organic marketing.

Results of UGC

• Top sales on Tmall: In 2019, Perfect Diary became the top-selling local cosmetics brand on Tmall, Alibaba’s e-commerce platform.
• Valuation in the billions: By 2020, Perfect Diary secured significant funding and reached an impressive valuation, highlighting the strength of its business model.
• Exceptional customer engagement: According to Daxue Consulting, Perfect Diary maintains a strong market share with remarkable customer engagement.

The Difference Compared to Competitors

In contrast, Marie Dalgar focused on product performance and a targeted digital strategy but lacked the impact of international partnerships. Florasis, with its strong local roots, struggles to compete on the global stage. Perfect Diary, by combining international collaborations with local influencers like Li Jiaqi, successfully captured a wide audience. This blend of modernity and cultural relevance positioned the brand as a key player both in China and internationally.

In summary, Perfect Diary’s success highlights the critical importance of a mobile-first approach. Social commerce is also one of the key factors behind the brand’s remarkable achievements.

Key Takeaways for Brands: How Did Perfect Diary Conquer the Chinese Market?

In summary, Perfect Diary’s success highlights the critical importance of a mobile-first approach. Social commerce has also played a significant role in the brand’s achievements.

By adopting a mobile-optimized strategy, collaborating with KOLs, and promoting User-Generated Content (UGC), brands can build an engaged and authentic community. Perfect Diary serves as an inspiring example for any brand aiming to make a name for itself in China.

If you want to learn more about this brand, check out Perfect Diary Key Figures.

If you have any questions or want to learn more, feel free to get in touch!

HI-COM is a digital marketing agency providing tailored strategies, social media management, and e-commerce marketing services for businesses worldwide. With over a decade of experience in the Chinese market, we’ve partnered with more than 100 brands to achieve success in China.