Next-Gen Cosmetics Brand 'Perfect Diary,' Trending on Social Media, Launches on Japan's Latest Trend E-Commerce Site 'Shoplist'!

SHOPLIST Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; Representative Director: Kim YangSoo; hereinafter 'SHOPLIST'), operator of the latest trend e-commerce site 'Shoplist,' announces the launch of Perfect Diary (Perfect Diary / Wanmei Riji), a global cosmetics brand originating from China, on the 'Shoplist' platform.

Perfect Diary Official Store URL

https://shop-list.com/women/brand/perfectdiary/

About 'Perfect Diary (Perfect Diary)'

'Perfect Diary (Perfect Diary / Wanmei Riji)' is a professional cosmetics brand launched in China in 2017 (Japanese entity: Yatsen Beauty Japan Co., Ltd.). Under the concept of 'Inspiring every moment—ordinary days and special occasions alike—with the power of makeup, and enriching the daily lives of everyone who loves themselves,' the brand continues to grow as a trend-leading professional cosmetics brand driven by technological development and product innovation.

In recent years, the brand has undergone a rebranding under a new concept centered on the 'fusion of makeup and skincare.' It now offers high-quality products that combine the aesthetic appeal of makeup with the functional benefits of skincare, delivering a more refined brand experience.

In Japan, the brand has expanded its recognition through limited-time pop-up stores at locations such as '@cosme TOKYO' and '@cosme OSAKA.' Additionally, through the appointment of brand ambassadors and the continuous launch of trending products such as the 'Animal Eyeshadow Palette' and 'Skin Enhancing Powder,' it has gained support across a wide range of age groups.

The brand's visual symbol, 'Ji (記),' is a design combining the Chinese characters for 'words' (言) and 'self' (己). It symbolizes Perfect Diary's brand philosophy of 'expressing oneself through cosmetics and individuality through fashion,' reflecting the spirit of the times.

Through its diverse range of color cosmetics, the brand is committed to empowering each individual to boldly express their unique style.

Purpose of Perfect Diary's Launch on Shoplist

The launch of Perfect Diary on Shoplist is driven by two major objectives:

① Expanding brand awareness as a 'latest trend e-commerce site' and strengthening the beauty category

Moving beyond the traditional framework of a fashion e-commerce site, the platform aims to enhance its beauty category, which has high affinity with apparel, and evolve into a one-stop platform offering all aspects of everyday beauty.

② Reaching Gen Z and millennial generations with high trend sensitivity

Perfect Diary embodies the values and visual aesthetics prioritized by today's youth, such as its edgy, futuristic worldview and stylish packaging designs that inspire users to capture photos and videos.

Products that combine professional-grade quality with exciting, joyful designs will bring a 'new kind of makeup enjoyment' to Shoplist users. Just as one chooses clothing, we aim to create a space where users can freely 'change their makeup' based on their mood each day—freely expressing their authentic personal style.

[Official Store Overview]

Store Name: Perfect Diary (Perfect Diary)

Launch Date: Wednesday, July 1, 2026

Official Store URL: https://shop-list.com/women/brand/perfectdiary/

About 'Shoplist'

'Shoplist' launched in Japan in July 2012 and has grown into a platform with sales volume ranking among the top 2–3 in Japan. In addition to women's, men's, and kids' fashion, it offers a wide range of categories including beauty and lifestyle goods, providing a one-stop shopping experience. The company owns its own automated logistics center (SHOPLIST Logistics Center) spanning approximately 10,000 tsubo, giving it strong competitiveness in logistics infrastructure and operational efficiency. Moving forward, the company aims to move beyond its previous Japan-focused local orientation, expanding its Korean content categories centered on K-Beauty and K-Fashion, with the goal of achieving annual sales exceeding 30 billion yen.

https://shop-list.com/

[Inquiries Regarding This Release]

Public Relations Department, SHOPLIST Co., Ltd.

Email: pr_ml@shoplist.com

Company Name: SHOPLIST Co., Ltd.

Address: 6F, Ebisu East Building, 1-13-7 Hiroo, Shibuya-ku, Tokyo

Established: March 14, 2018

Capital: 120 million yen (as of March 2026)

Business Activities: Planning, development, and operation of the latest trend e-commerce site 'Shoplist'