Yatsen Holding Limited is a Shanghai‐based beauty and personal care company that designs, develops and markets a portfolio of digitally native consumer brands. Its flagship brand, Perfect Diary, offers a wide range of color cosmetics and skincare products targeted primarily at millennial and Gen Z consumers. Through a combination of data‐driven product development and social media engagement, Yatsen has built a loyal customer base by delivering on‐trend, affordable beauty solutions in key makeup categories such as lip, eye and face products.
In addition to Perfect Diary, Yatsen’s brand family includes Little Ondine, which focuses on nail care and hand‐care offerings, and CIDER and Abby’s Choice, which expand its reach into additional makeup and personal care segments. Products are distributed through a multi‐channel model that spans direct‐to‐consumer online platforms, flagship stores, dedicated counters in leading department stores and a network of specialty retail outlets. The company leverages e‐commerce partnerships on major marketplaces as well as its own proprietary mobile app and WeChat storefront to maintain close engagement with its consumer base.
Founded in 2017 by co‐CEOs Yan Qian and Liping Chen, Yatsen grew quickly by combining influencer collaborations, livestreaming events and data analytics to refine product assortments and marketing strategies. The company’s early success in capturing market share among digitally savvy shoppers led to its listing on the New York Stock Exchange in 2020 under the ticker symbol “YSG.” Since its IPO, Yatsen has continued to invest in research and development, supply chain optimization and international expansion initiatives.
While the mainland China market remains Yatsen’s largest revenue driver, the company is actively exploring cross‐border e‐commerce channels to reach consumers in Hong Kong, Southeast Asia and other regions with growing demand for Asian beauty brands. Under the leadership of its founding team, Yatsen aims to leverage its data‐centric approach and brand innovation capabilities to broaden its product portfolio and establish a stronger global presence in the fast‐evolving beauty industry.
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