My Beauty Diary

My Beauty Diary
Product typeBeauty products
OwnerPresident Pharmaceutical Corporation
CountryTaiwan
Introduced2004 (2004)
MarketsWorldwide
Websitehttps://www.beautydiary.com.tw/EN

My Beauty Diary (Chinese: 我的美麗日記) is a Taiwanese skincare brand renowned for its sheet masks. Established in 2004 by President Pharmaceutical Corp., a subsidiary of Uni-President Enterprises Corporation, the brand has expanded its presence to over 15 countried worldwide, including Japan, South Korea, the United States, Canada, and various Southeast Asian countries.

History

In the early 2000s, while facial masks were popular among women, affordable and effective options were scarce.[1] 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 Chinese: 我的美麗日誌; lit. 'My Beauty Log' in China.[2]

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.[3]

In 2014, My Beauty Diary expanded its product line to include cleansing water with facial cleansing and skincare functions.[4]

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 and Singapore.[5]

In 2016, the brand entered the Indonesian market.[6]

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.[7][8]

International Presence

Beyond Taiwan, My Beauty Diary has established a significant presence in markets such as Hong Kong, Macau, China, Singapore, Malaysia, the United States, Canada, Thailand, Japan, and South Korea. The brand's products are available through various channels, including physical stores like Watsons and Guardian, as well as online platforms such as Amazon and Target.[9]

In 2012, My Beauty Diary sold approximately 150 million sheet masks, with sales increasing to 170 million in the first three quarters of 2013.[10]

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.[11]

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 RMB500,000 in damages.[12]

See Also

References

  1. ^ 王思涵 (2011-03-11). "統一藥品「我的美麗日記」面膜 只靠網友相傳，就讓陸客買到缺貨" (in Chinese (Taiwan)). Global View Magazine. Retrieved 2015-03-24.
  2. ^ 戴瑞芬 (2013-06-30). "日記變日誌 就愛台灣製造" (in Chinese (Taiwan)). China Times. Retrieved 2025-06-04.
  3. ^ 蔡孟修 (2013-07-29). "千膜女賣鳳小岳「面子」　創下敷臉金氏紀錄" (in Chinese (Taiwan)). ETtoday. Retrieved 2025-06-04.
  4. ^ 謝雨澄 (2014-09-09). "統一藥品卸妝與護髮保養新品上市" (in Chinese (Taiwan)). Independence Evening Post. Retrieved 2025-06-04.
  5. ^ "MIT面膜，日本發光！勇奪@COSME面膜類大賞TOP 1殊榮" (in Chinese (Taiwan)). Elle Taiwan. 2016-01-07. Retrieved 2025-06-04.
  6. ^ Arthen, Dian (February 24, 2016). "New facial mask from Taiwan launches in Indonesia". The Jakarta Post.
  7. ^ 林淑慧 (2019-10-02). "台灣面膜唯一得獎！董座坐陣「我的美麗日記」勇奪法國美妝奧斯卡" (in Chinese (Taiwan)). ETtoday. Retrieved 2025-06-04.
  8. ^ 鄭妤安 (2024-01-26). "繼「我的美麗日記」後再創顛峰！統一藥品新代面膜品牌獲國際殊榮" (in Chinese (Taiwan)). NOWnews. Retrieved 2025-06-04.
  9. ^ 陳永吉; 楊雅民 (2018-10-11). "台灣面膜 全球瘋" (in Chinese (Taiwan)). Liberty Times. Retrieved 2025-06-04.
  10. ^ 林祝菁 (2013-06-25). "統一藥品 統一超另一小金雞" (in Chinese (Taiwan)). China Times. Retrieved 2025-06-04.
  11. ^ 郭芝芸 (2015-01-31). "陸山寨快速 成台商椎心之痛" (in Chinese (Taiwan)). China Times. Retrieved 2025-06-04.
  12. ^ "糯米网面膜产品被诉侵权：原告方统一公司索赔50万元". syue.com (in Chinese (China)). 2014-03-26. Retrieved 2025-06-04.
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