To provide a permanent magnet material of a rare earth permanent magnet of R-Fe-B composition (R denotes a rare earth element), where the permanent magnet formed of the magnet material is excellent in magnetic characteristics and in corrosion resistance.

The outermost surface of a magnet material of R-Fe-B composition (R denotes a rare earth element) is coated with a fluororesin-containing Ni composite plating layer or a fluororesin-containing Ni alloy composite plating layer.