Why Xiaohongshu Is A Must For Luxury & Beauty Brands
As millennials age and become the dominant consumer generation, companies are shifting their focus to the next group—Generation Z.

Xiaohongshu, China’s Top Social Commerce Platform
Xiaohongshu (rednote) has emerged as China’s leading social media marketing and e-commerce platform for luxury and beauty brands. Companies looking to capture the spending power of Gen Z are leveraging this platform to reach a highly engaged audience.
A Highly Engaged User Base
A significant portion of Xiaohongshu’s audience consists of Chinese women actively searching for fashion, luxury goods, and beauty and health products. They use the platform to discover, review, and share their experiences.


Harnessing Xiaohongshu for Business Growth
The platform’s vast and active user base makes it a crucial tool for brands targeting Chinese consumers. Understanding how to effectively utilize Xiaohongshu can help businesses drive awareness, engagement, and growth in this competitive market.
Little Red Book is a social media platform that brings together elements of e-commerce, user-generated content (UGX), and product reviews. The platform features photos, text, and short videos that, together, produce content tailored towards lifestyle trends and products.
It boasts over 300 million registered users who make up what it calls a “lifestyle community platform”.
As one of the fastest-growing e-commerce platforms, Xiaohongshu (rednote) is highly popular among the female audience which makes up 88% of its user base. While 70% of its registered users were born after 1999, making the platform one of the preferred marketplaces of Gen Z, 57% of such users live in metropolitan cities that make up traditional centers of wealth.
How Can International Brands Market
On Xiaohongshu (rednote)?

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