'Perfect' look for Asian market

Cosmetics firm rides home success to build overseas presence for sustainable growth

Perfect Diary, a young Chinese brand that emerged from nowhere to become a cosmetics giant, is "putting on another makeup" on the Southeast Asian market, as domestic beauty companies look for global presence with their rising prowess in the domestic market.

"Going global is no doubt one of our important strategies for the future. The overseas market is considered another fresh driver of the company's long-term sustainable growth," said Maria Wang, head of the overseas market at Perfect Diary.

The Guangzhou, Guangdong province-based company sells its products in several Southeast Asian markets, including Vietnam, Malaysia, Singapore and the Philippines, through Perfect Diary's website as well as via local e-commerce platforms such as Shopee.