Why “China’s Glossier” Perfect Diary Won the Hearts of Millennial Makeup Lovers

Brandstorm is a monthly series featuring the most notable brands in the worlds of fashion, beauty, and retail in China. From edgy jewelry designers to the country’s most coveted influencers, these are some of the industry’s most talked-about names. For many makeup lovers in China, one brand has been on everyone’s lips lately — quite literally. Founded in 2016, makeup brand Perfect Diary (完美日记) became a hit on social media for its “high-end makeup […]


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