China has more than 400 million people who make-up，the number of which is equivalent to 8 times of South Korea, 7 times of the United Kingdom, 6 times of France, 3 times of Japan, and 1.5 times of the United States. However, on the global beauty stage, it is rare to see a brand from China. This is not only about number, but also the common sorrow of three co-founders after having studied abroad and worked in the fashion industry. They also found that there is no shortage of beauty lovers in China, but they are often deterred by social stereotypes and material limitations. In 2017, Perfect Diary was founded to break through the shackles of beauty. The founding team is determined to create a new fashion cosmetic brand that belongs to China and devote themselves to provide "high-quality, creative, and surprising" cosmetic products that help everyone become beautiful easily.