My Beauty Diary ( zh, t=我的美麗日記) is a

Taiwan Taiwan, officially the Republic of China (ROC), is a country in East Asia. The main geography of Taiwan, island of Taiwan, also known as ''Formosa'', lies between the East China Sea, East and South China Seas in the northwestern Pacific Ocea ...

ese

skincare Skin care or skincare is the practice of maintaining and improving the health and appearance of the skin. It includes washing, moisturizing, protecting from the sun, and treating skin problems like acne and dryness. Skin care can help prevent i ...

brand renowned for its sheet masks. Established in 2004 by President Pharmaceutical Corp., a subsidiary of

Uni-President Enterprises Corporation Uni-President Enterprises Corporation () is an international food conglomerate based in Tainan, Taiwan. It is the largest food production company in Taiwan and the 12th largest in the world, and has a significant market share in dairy products, ...

, the brand has expanded its presence to over 15 countried worldwide, including

Japan Japan is an island country in East Asia. Located in the Pacific Ocean off the northeast coast of the Asia, Asian mainland, it is bordered on the west by the Sea of Japan and extends from the Sea of Okhotsk in the north to the East China Sea ...

South Korea South Korea, officially the Republic of Korea (ROK), is a country in East Asia. It constitutes the southern half of the Korea, Korean Peninsula and borders North Korea along the Korean Demilitarized Zone, with the Yellow Sea to the west and t ...

, the

United States The United States of America (USA), also known as the United States (U.S.) or America, is a country primarily located in North America. It is a federal republic of 50 U.S. state, states and a federal capital district, Washington, D.C. The 48 ...

Canada Canada is a country in North America. Its Provinces and territories of Canada, ten provinces and three territories extend from the Atlantic Ocean to the Pacific Ocean and northward into the Arctic Ocean, making it the world's List of coun ...

, and various

Southeast Asia Southeast Asia is the geographical United Nations geoscheme for Asia#South-eastern Asia, southeastern region of Asia, consisting of the regions that are situated south of China, east of the Indian subcontinent, and northwest of the Mainland Au ...

n countries.

History

In the early 2000s, while facial masks were popular among women, affordable and effective options were scarce. Recognising this market gap, President Pharmaceutical Corp. launched My Beauty Diary in 2004, positioning it as an affordable skincare brand. The brand gained popularity through word-of-mouth and regular product updates, introducing 4–5 new products annually and revamping its packaging and formulations every 2–3 years. In August 2011, My Beauty Diary entered the Chinese market through an exclusive partnership with Watsons. Due to trademark issues, the brand was marketed as zh, t=我的美麗日誌, l=My Beauty Log in

China China, officially the People's Republic of China (PRC), is a country in East Asia. With population of China, a population exceeding 1.4 billion, it is the list of countries by population (United Nations), second-most populous country after ...

. On July 28, 2013, the brand organized a promotional event in Taiwan where 1,213 participants simultaneously applied facial masks, setting a

Guinness World Record ''Guinness World Records'', known from its inception in 1955 until 1999 as ''The Guinness Book of Records'' and in previous United States editions as ''The Guinness Book of World Records'', is a British reference book published annually, listi ...

. In 2014, My Beauty Diary expanded its product line to include cleansing water with facial cleansing and skincare functions. By 2015, the brand's sheet masks had received accolades in Japan's @cosme awards, securing the No.1 and No.3 positions in the sheet mask category. Additionally, My Beauty Diary's sheet masks achieved top sales rankings in

Thailand Thailand, officially the Kingdom of Thailand and historically known as Siam (the official name until 1939), is a country in Southeast Asia on the Mainland Southeast Asia, Indochinese Peninsula. With a population of almost 66 million, it spa ...

and

Singapore Singapore, officially the Republic of Singapore, is an island country and city-state in Southeast Asia. The country's territory comprises one main island, 63 satellite islands and islets, and one outlying islet. It is about one degree ...

. In 2016, the brand entered the

Indonesia Indonesia, officially the Republic of Indonesia, is a country in Southeast Asia and Oceania, between the Indian Ocean, Indian and Pacific Ocean, Pacific oceans. Comprising over List of islands of Indonesia, 17,000 islands, including Sumatra, ...

n market.

Products

My Beauty Diary specializes in sheet masks tailored to various skin concerns, including hydration, brightening, and anti-aging. The brand's products feature a triple-action formula designed for optimal delivery and absorption of active ingredients. Innovations such as ultra-thin, breathable mask materials enhance adherence and comfort. Notable products include the Black Pearl Brightening Mask and the Hyaluronic Acid Moisturizing Mask, both of which have received international recognition. In 2019, the MYRAMAZE Rejuvenation Deep Hydration Mask won the Grand Beauty Award at France's Victoires de la Beauté.

International Presence

Beyond Taiwan, My Beauty Diary has established a significant presence in markets such as

Hong Kong Hong Kong)., Legally Hong Kong, China in international treaties and organizations. is a special administrative region of China. With 7.5 million residents in a territory, Hong Kong is the fourth most densely populated region in the wor ...

Macau Macau or Macao is a special administrative regions of China, special administrative region of the People's Republic of China (PRC). With a population of about people and a land area of , it is the most List of countries and dependencies by p ...

, China, Singapore,

Malaysia Malaysia is a country in Southeast Asia. Featuring the Tanjung Piai, southernmost point of continental Eurasia, it is a federation, federal constitutional monarchy consisting of States and federal territories of Malaysia, 13 states and thre ...

, the United States, Canada, Thailand,

, and

. The brand's products are available through various channels, including physical stores like

Watsons Watsons () is a Hong Kong health care and beauty care chain store in Asia and Europe. It is the flagship health and beauty brand of AS Watson, which is majority owned by CK Hutchison Holdings. It operates 8,000 stores and 1,500 pharmacies ...

and Guardian, as well as online platforms such as Amazon and Target. In 2012, My Beauty Diary sold approximately 150 million sheet masks, with sales increasing to 170 million in the first three quarters of 2013.

Controversies

Counterfeit Products

My Beauty Diary has faced challenges with counterfeit products in markets like Taiwan and Hong Kong. Authorities in both regions have conducted crackdowns on fake products, and the company has implemented anti-counterfeiting measures to protect its brand integrity.

Trademark Infringement

In October 2012, President Pharmaceutical's Shanghai subsidiary discovered that the e-commerce platform Nuomi was selling My Beauty Diary products without authorization, infringing on the company's exclusive trademark rights. In March 2014, the subsidiary filed a lawsuit against Nuomi, seeking to halt the unauthorized sales and claiming

RMB The renminbi ( ; symbol: ¥; ISO code: CNY; abbreviation: RMB), also known as the Chinese yuan, is the official currency of the People's Republic of China. The renminbi is issued by the People's Bank of China, the monetary authority of Chin ...

500,000 in damages.

References

{{cosmetics Cosmetics brands Taiwanese brands Skin care brands 2004 establishments in Taiwan