Yatsen IPO Presentation Deck

2 Our Innovative and Effective Marketing Initiatives Cost-Effective Self-owned Marketing Engine • Over 48MM followers across various official accounts(1) • Quickly advertise to vast customer base with minimal marketing costs 天猫京东 Note: 1.As of September 30, 2020 唯品会 |品牌特卖 | Perfect Diary Explorer Eyeshadow Palettes J Impactful IP-based Marketing 89 Perfect Diary British Museum Eyeshadow Palettes MET bilibili dit 小红书 Perfect Diary x The Met Lipsticks Powerful and Pioneering Direct-to-KOL Marketing Capability Close to 15,000 KOLS, 800 Have More Than 1MM Followers (¹) YATSEN QUER Direct KOL Engagement Content Creation Tailored to Each KOL and Platform * Yibo Wang 36MM YATSEN asen Sunnee 20MM KOLS Across All Tiers Differentiated Celebrity Marketing Targeting Gen-Z Continuously Improving KOL Management System Zhengting Zhu 22MM Weibo Fan Base(¹) OUR STORY 13

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