Why Beauty Brands Should Create a Professional Account on Rednotes (Xiaohongshu)
If you’re a beauty brand eyeing the China market, creating a professional account on Xiaohongshu (Little Red Book) isn’t just a nice-to-have—it’s a must-have. Xiaohongshu is where Chinese consumers go for authentic recommendations, product reviews, and shopping inspiration. With social media trends and consumer behavior evolving in both China and the US, beauty brands have a golden opportunity to leverage this platform for growth.
Opportunities for Beauty Brands on Xiaohongshu
1️⃣ Massive and Engaged Audience
- Over 260 million monthly active users on Xiaohongshu, with 70% under 35 years old, predominantly female.
- Users actively seek product recommendations, tutorials, and reviews, especially for beauty and skincare products.
2️⃣ Affordable Advertising with High Reach
- Xiaohongshu ads are still relatively low-cost compared to platforms like Douyin or WeChat.
- Brands can achieve a high return on investment (ROI) due to the platform’s focus on niche and targeted audiences.
3️⃣ Trust and Authenticity Win
- Rednotes (user-generated posts) are viewed as trustworthy recommendations, far more influential than traditional ads.
- 90% of users trust recommendations on Xiaohongshu more than other forms of advertising.
4️⃣ Integration of E-Commerce
- The platform allows users to discover and shop directly, making it easy for beauty brands to convert interest into sales.
5️⃣ Global Potential
- Xiaohongshu is expanding its reach, with an increasing presence among US-based consumers looking for Asian beauty and lifestyle trends.
- Brands that build credibility in China can also appeal to the global market by showcasing their presence on a leading international platform.
Why Now Is the Right Time
- China’s Beauty Boom: The Chinese beauty market is expected to grow to over $96 billion by 2025.
- Social Commerce Is King: Xiaohongshu is a hybrid of social media and e-commerce, offering beauty brands direct access to consumers’ buying journeys.
- Evolving US Trends: Authentic, experience-driven platforms like Xiaohongshu resonate with younger US consumers as well, creating a dual-market opportunity.
How to Create and Manage a Professional Account
💡 Step 1: Set Up a Verified Brand Account
- Register as a professional account to gain access to analytics, ad options, and exclusive promotional tools.
- Use localized branding to resonate with the Chinese audience (e.g., Chinese-language content and visuals).
💡 Step 2: Post High-Quality Content Regularly
- Share tutorials, product demonstrations, and behind-the-scenes videos.
- Highlight unique selling points (e.g., ingredients, benefits, certifications) in a way that connects with Xiaohongshu’s audience.
💡 Step 3: Leverage KOLs (Key Opinion Leaders)
- Partner with beauty influencers who align with your brand to create authentic content.
- Micro-KOLs (10,000–100,000 followers) are especially effective for niche targeting, while top-tier KOLs can drive massive awareness.
💡 Step 4: Run Targeted Ads
- Use Xiaohongshu’s ad tools to create precisely targeted campaigns based on demographics, location, and interests.
- Combine ads with user-generated Rednotes to build authenticity and credibility.
💡 Step 5: Monitor Performance
- Use the platform’s analytics tools to track engagement, reach, and conversions.
- Continuously optimize your content and ads based on what works.
How KOLs (Influencers) Drive Success on Xiaohongshu
KOLs are essential for beauty brands on Xiaohongshu:
- Trust Builders: Chinese consumers value the opinions of KOLs for beauty recommendations, making them a key part of the buying decision.
- Content Creators: KOLs create visually stunning and engaging Rednotes that highlight your products in authentic ways.
- Traffic Drivers: A single KOL post can generate massive traffic to your Xiaohongshu store or product page.
- Case Study: Beauty brands like Perfect Diary and Florasis have leveraged KOL partnerships to achieve viral success on the platform.
Why Xiaohongshu Is Perfect for Beauty Brands
- Localized, Trust-Based Marketing: No platform integrates social discovery and commerce as seamlessly as Xiaohongshu.
- Dual-Market Reach: While designed for China, its popularity is growing in the US, allowing brands to tap into global audiences.
- E-Commerce and Brand Building in One: From discovery to purchase, Xiaohongshu facilitates the entire consumer journey.
- Low Cost Ecommerce, low risk to test water.
Cross-border & Foreign Brands Growth
RedNotes, Is a great social media to sell in China, and it is low cost
- Over 35% of top-selling brands on Xiaohongshu are foreign brands, especially in:
- Cosmetics & skincare (argan oil, beauty devices)
- Fashion accessories (bags, jewelry, niche brands)
- Health & wellness (natural supplements, organic products)
- Direct import and cross-border e-commerce channels make it easy for foreign brands to sell.
🎯 Implication: Perfect entry point for startups and international premium brands (as long as branding and storytelling align with Chinese consumer expectations).
Final Thoughts
If you’re a beauty brand looking to grow in China—or even globally—Xiaohongshu is your go-to platform. It’s where authenticity meets commerce, and trust drives conversions. Creating a professional account now allows you to capitalize on lower ad costs, build an authentic brand presence, and connect with the next generation of beauty enthusiasts.
Don’t wait. The time to shine on Xiaohongshu is now.