My Beauty Diary

My Beauty Diary is a Taiwanese skincare brand launched in 2004 by President Pharmaceutical Corporation, a company within the Uni-President group. The brand is primarily associated with pre-moistened facial sheet masks sold through mass-market beauty retailers, drugstores, convenience stores, department stores, travel-retail channels, and e-commerce platforms. Its core proposition combines accessible pricing, attractive ingredient-led variants, and the convenience of a ready-to-use mask format. The brand emerged during a period when facial masks were already familiar to consumers across East Asia, but affordable products that offered a broad range of skin-care benefits were comparatively limited. My Beauty Diary responded by making sheet masks a repeat-purchase, everyday skincare item rather than an occasional premium treatment. Product concepts have commonly been organized around concerns such as hydration, brightening, soothing, firming, and anti-aging, with variants associated with ingredients including black pearl, hyaluronic acid, arbutin, bird’s nest, plant extracts, and other moisturizing or brightening components. A major part of the brand’s differentiation has been its attention to mask construction and essence delivery. The company describes its development work as being tailored to Asian skin characteristics and consumer needs, while also emphasizing thinner and more breathable fabrics, improved facial fit, and the ability of the sheet to carry a substantial quantity of essence. Its English-language materials describe a focus on active ingredients, penetration or absorption, and convenient two-benefit skincare formats. These claims position the brand between inexpensive commodity masks and more specialized clinical or prestige skincare. My Beauty Diary’s growth was initially driven strongly by word of mouth and by Taiwan’s dense retail network. The brand later expanded across Chinese-speaking markets and other parts of Asia. In mainland China, the products were marketed under a localized name, 我的美丽日志, and the brand used retail and online channels including Watsons and major e-commerce platforms. The company also developed distribution in Southeast Asia and entered Japan, South Korea, and selected North American markets. Official brand material states that the products have been sold in approximately 15 markets or regions, although the precise market footprint may vary by period and product line. The brand’s international recognition has been supported by retail performance and beauty-industry awards. Its sheet masks received high placements in Japan’s @cosme mask category during the mid-2010s, and its products have been reported as strong sellers in Thailand and Singapore. In 2019, the MYRAMAZE Rejuvenation Deep Hydration Mask received the Grand Beauty Award at France’s Victoires de la Beauté. The brand has also used large-scale promotional events, including a 2013 Taiwan gathering in which 1,213 participants applied facial masks simultaneously, an event reported as a Guinness World Record. Although sheet masks remain the defining category, My Beauty Diary has expanded beyond its original hero format. Related offerings have included eye masks, cleansing water or makeup-removing water, wash-off masks in selected markets, and broader skincare products. The assortment has not been completely uniform across countries: certain ranges have been emphasized in Japan, while wash-off products have been associated with mainland China. This localized portfolio reflects the brand’s reliance on regional distributors and different retail environments. My Beauty Diary has also faced the typical risks of a popular mass-market beauty brand, including counterfeit products and unauthorized online sales. Reports have described anti-counterfeiting efforts in Taiwan and Hong Kong, as well as a trademark-related lawsuit in mainland China concerning unauthorized sales on the Nuomi e-commerce platform. These disputes appear to have con…

My Beauty Diary was created by President Pharmaceutical Corporation in 2004 as Taiwan’s facial-mask category was becoming increasingly important in everyday beauty routines. The company identified a gap between consumer interest in facial masks and the limited availability of inexpensive products that could be used frequently. Rather than presenting masks only as salon-style or occasional treatments, the new brand made the format accessible through mass retail and a broad range of ingredient and benefit combinations. The early growth model depended on Taiwan’s highly developed drugstore, convenience-store, and beauty-retail infrastructure. Consumers could buy single masks or multipacks at relatively accessible prices, encouraging trial, repeat purchase, and collection of different variants. Word-of-mouth played an important role in building awareness. The brand’s portfolio was updated regularly, and its packaging and formulas were periodically refreshed to keep the range relevant as consumer preferences changed. By the beginning of the 2010s, My Beauty Diary had become strongly associated with Taiwan’s sheet-mask culture and was attracting shoppers from mainland China and other Asian markets. In August 2011, it entered mainland China through an exclusive Watsons partnership. Because of trademark considerations, the Chinese-market name 我的美丽日志 was used in that market. The brand’s Taiwan-made products also benefited from cross-border tourism and online purchasing, with visitors reportedly buying substantial quantities in Taiwan because of price and availability differences. The company continued to broaden the business beyond its original hero product. In 2014 it added cleansing water with both cleansing and skincare positioning. Other related products included eye masks and, in selected markets, wash-off masks. The product mix was not identical worldwide: some series were prioritized for particular countries, while certain wash-off formats were sold primarily in mainland China. The Natural Key series became one of the brand’s most extensive lines and was described as the principal series distributed in Japan. International expansion accelerated during the mid-2010s. The brand was reported in markets including Hong Kong, Macau, Singapore, Malaysia, Thailand, Japan, South Korea, the United States, and Canada, and it entered Indonesia in 2016. Retail partnerships with chains such as Watsons and Guardian, together with e-commerce distribution, allowed the company to reach consumers outside Taiwan without abandoning its affordable, high-volume model. Reports from the period cited approximately 150 million masks sold in 2012 and about 170 million during the first three quarters of 2013; these figures are historical media reports rather than current company disclosures. Marketing also helped turn the product into a recognizable cultural symbol. On July 28, 2013, a Taiwan promotional event gathered 1,213 people to apply facial masks at the same time. The event was reported as a Guinness World Record and demonstrated the brand’s emphasis on participation, social visibility, and the playful side of skincare. In Japan, the masks received strong @cosme category recognition, including reported first- and third-place positions in the sheet-mask category. In Southeast Asia, the brand was also reported to have achieved leading sales positions in Thailand and Singapore. Product development has generally focused on the relationship between active ingredients, essence volume, and sheet performance. Official brand descriptions emphasize formulations designed around Asian skin needs, thinner and more breathable sheet materials, improved adherence to different face shapes, and delivery of concentrated essence. Well-known variants have included Black Pearl Brightening, Hyaluronic Acid Moisturizing, Imperial Bird’s Nest, and other lines addressing moisture, radiance, soothing, and age-related concerns. In 2019, the MYRAMAZE Rejuvenation Deep Hydration Mask received the Grand Beauty Award at France’s Victoires de la Beauté, giving the Taiwan-origin brand additional international recognition. Popularity created brand-protection challenges. Counterfeit products were reported in Taiwan and Hong Kong, prompting enforcement activity and anti-counterfeiting measures. In another dispute, President Pharmaceutical’s Shanghai subsidiary challenged unauthorized My Beauty Diary sales on the Nuomi platform. The company filed suit in March 2014 after identifying the sales activity and sought to stop the unauthorized distribution while claiming damages. These incidents illustrate the practical difficulties of controlling a fast-moving consumer brand across cross-border retail and online marketplaces. My Beauty Diary continues to operate as an active brand under President Pharmaceutical Corporation and within the Uni-President corporate group. Its official Taiwan presence remains centered on skincare education, product information, and retail access. Historically, its greatest significance has been its role in popularizing affordable Taiwanese sheet masks across Asia and in translating a simple single-use format into a scalable international beauty business.

1. 2019MYRAMAZE mask receives French beauty award

   The MYRAMAZE Rejuvenation Deep Hydration Mask won the Grand Beauty Award at Victoires de la Beauté.

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2. 2016Indonesia launch

   The brand entered the Indonesian market as part of its Southeast Asian expansion.

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3. 2015Recognition in Japan and regional sales growth

   The brand received reported @cosme recognition in Japan and strong sales rankings in Thailand and Singapore.

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4. 2014Cleansing-water expansion

   My Beauty Diary expanded its skincare portfolio with cleansing water positioned for makeup removal, cleansing, and skincare.

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5. 2013Guinness World Record promotional event

   A Taiwan event involving 1,213 simultaneous mask users was reported as a Guinness World Record.

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6. 2012Reported sales reach approximately 150 million masks

   Historical media reporting cited sales of about 150 million sheet masks for the year.

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7. 2011Mainland China market entry

   The brand entered mainland China through an exclusive Watsons partnership and used the localized name 我的美丽日志 in that market.

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8. 2004Brand introduced in Taiwan

   President Pharmaceutical Corporation launched My Beauty Diary as an affordable skincare brand focused on facial sheet masks.

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Affordable, ingredient-led Taiwanese skincare focused on convenient sheet-mask treatments for hydration, brightening, soothing, and other everyday skin concerns.

• Black Pearl Brightening MaskSheet mask

  One of the brand’s best-known brightening-oriented sheet masks. It represents My Beauty Diary’s ingredient-themed approach, pairing a recognizable beauty ingredient concept with a ready-to-use essence mask format intended to improve the appearance of dullness while providing moisture.

• Hyaluronic Acid Moisturizing MaskSheet mask

  A hydration-focused sheet mask built around hyaluronic-acid positioning. The product reflects the brand’s emphasis on accessible daily or occasional moisture treatments, with a saturated sheet designed to remain in contact with the skin while delivering a water-focused essence.

• Imperial Bird's Nest Sheet MaskSheet mask

  An ingredient-led mask variant associated with nourishing and brightening claims and with the brand’s internationally recognizable assortment. It has been especially visible in consumer discussions of My Beauty Diary’s classic product range.

• Natural Key SeriesSheet-mask series

  A broad family of sheet masks organized around different botanical, moisturizing, brightening, and skin-comfort concepts. The series has been described as the brand’s most extensive range and as the principal My Beauty Diary line distributed in Japan.

• MYRAMAZE Rejuvenation Deep Hydration MaskSheet mask

  A rejuvenation and deep-hydration mask that received the Grand Beauty Award at France’s Victoires de la Beauté in 2019. The award gave a newer product in the portfolio visibility beyond the brand’s established classic mask lines.

• Cleansing WaterCleansing skincare2014

  A cleansing-water product introduced as part of the brand’s move beyond sheet masks. It was positioned to combine makeup removal and facial cleansing with additional skincare benefits.

• Eye MasksEye care

  Localized eye-mask products extending the brand’s single-use treatment concept to the under-eye area. Availability and exact variants have differed by market.

• Wash-off MasksFacial mask

  Topical masks designed to be applied and rinsed off rather than worn as pre-cut sheets. These products have been associated primarily with the mainland Chinese assortment and are not necessarily distributed in every market.

• 201915th-anniversary Japan activities

  Japan

  The Japanese market marked the brand’s 15th anniversary with promotional activity for the local version, 私のきれい日記, including a pricing and anniversary communication program.

  Outcome. The activity reinforced the brand’s long-term presence in Japan and its localized market identity.

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• 2013Simultaneous facial-mask application event

  Taiwan

  My Beauty Diary organized a large public promotional event in Taiwan in which 1,213 participants applied facial masks simultaneously. The event linked the brand to participation, social sharing, and the everyday nature of sheet-mask use.

  Outcome. Reported as a Guinness World Record and used as a high-visibility brand-awareness event.

  Source

• 2019Adjust Japanese-market pricing for the 15th anniversaryOther

  The Japanese operation used the brand’s 15th anniversary as an opportunity to communicate a revised consumer price structure.

  What changed. Pricing for the Japanese market was adjusted as part of an anniversary program.

  Aftermath. The initiative was presented as making the products more accessible while celebrating the brand’s established Japanese presence.

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• 2016Expand into Indonesia and additional Asian marketsStrategy

  The brand had already developed distribution across several East and Southeast Asian markets and sought further regional scale.

  What changed. My Beauty Diary entered Indonesia and continued using retail and online channels across Asia.

  Aftermath. Official brand communications later described the products as being sold in approximately 15 markets or regions.

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• 2014Broaden the portfolio beyond sheet masksStrategy

  Reliance on a single hero category created an incentive to extend the brand into adjacent facial skincare.

  What changed. The company introduced cleansing water and continued to offer related products such as eye masks and market-specific wash-off masks.

  Aftermath. My Beauty Diary retained sheet masks as its core while presenting itself as a broader skincare brand.

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• 2011Enter mainland China through WatsonsStrategy

  Demand from Chinese consumers and cross-border shoppers created an opportunity to establish formal distribution in mainland China.

  What changed. My Beauty Diary entered through an exclusive Watsons partnership and used the localized name 我的美丽日志 because of trademark considerations.

  Aftermath. The brand gained a formal retail channel in mainland China while retaining a separate market naming approach.

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• 2004Launch an affordable sheet-mask brandProduct launch

  President Pharmaceutical identified consumer demand for convenient facial masks and a shortage of affordable products suitable for frequent use.

  What changed. The company introduced My Beauty Diary with sheet masks as the central product format and positioned the brand for mass retail.

  Aftermath. The brand became one of Taiwan’s most recognizable sheet-mask names and developed an international market presence.

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• 2015Counterfeit products in Taiwan and Hong KongControversy

  Media reports described counterfeit My Beauty Diary products in Taiwan and Hong Kong. Authorities conducted enforcement activity, while the company pursued anti-counterfeiting and brand-protection measures.

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• 2014Trademark and unauthorized-sales dispute involving NuomiControversy

  President Pharmaceutical’s Shanghai subsidiary challenged the sale of My Beauty Diary products on the Nuomi e-commerce platform without authorization. The company filed suit in March 2014, seeking to stop the sales and claiming damages.

  Source

• 2019MYRAMAZE mask wins Victoires de la Beauté award

  The MYRAMAZE Rejuvenation Deep Hydration Mask received the Grand Beauty Award at France’s Victoires de la Beauté.

  Product launchOther
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• 2016My Beauty Diary enters Indonesia

  The brand expanded its Southeast Asian presence with a launch in Indonesia.

  Other
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• 2015My Beauty Diary masks receive Japanese beauty-award recognition

  The brand’s sheet masks were reported to have taken the No. 1 and No. 3 positions in Japan’s @cosme sheet-mask category.

  Other
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• 2014My Beauty Diary expands beyond sheet masks

  The company introduced cleansing water positioned to combine makeup removal with facial cleansing and skincare functions.

  Product launch
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• 2013My Beauty Diary sets a mass sheet-mask application record

  A Taiwan promotional event brought together 1,213 participants applying facial masks simultaneously and was reported as a Guinness World Record.

  Campaign
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• 2012My Beauty Diary reports large sheet-mask sales volumes

  Contemporary reports cited sales of approximately 150 million sheet masks during 2012, indicating the scale reached by the brand in the regional facial-mask market.

  Other
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• 2011My Beauty Diary enters mainland China through Watsons

  The brand entered the mainland Chinese market through an exclusive retail partnership with Watsons. Trademark considerations led to localized use of the name 我的美丽日志 in China.

  Other
  Source
• 2004My Beauty Diary launches as a Taiwanese skincare brand

  President Pharmaceutical Corporation introduced My Beauty Diary as a mass-market skincare brand centered on facial sheet masks.

  Product launch
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1. My Beauty Diary
2. My Beauty Diary official brand introduction
3. My Beauty Diary official English site
4. My Beauty Diary official FAQ and retail information
5. Japanese 15th-anniversary pricing announcement