How to launch your product on China’s popular Xiaohongshu fashion platform

While most of you are using Amazon and eBay, people in China are shopping on sites and apps like Tmall, Taobao, JD, Suning, Kaola,, and the very popular new kid on the block, Xiaohongshu.

Xiaohongshu (小红书), or Little Red Book, first came to my attention when I heard two colleagues discussing beauty products.

“I’ve been looking for waterproof eyeliner for a while but I can’t find a good one. I even tried the bestsellers on a few platforms but they don’t work for me. The online reviews don’t seem very reliable,” one of them said.  

“Lots of online ratings and short reviews are posted by bots. Why don’t you try Xiaohongshu? A lot of my friends recommend it. It has better reviews that are from actual users and it specializes in cosmetics and fashion,” the other girl replied.

That sounded interesting to me. Eretailers are struggling to win the hearts of sophisticated young Chinese consumers right now and it seemed that Xiaohongshu was standing out from the crowd. With this in mind, I began to look into Xiaohongshu’s business model and realized that it’s a great platform for foreign beauty brands that are targeting young Chinese women.

Xiaohongshu is a fast-growing social media and ecommerce platform. It was founded in 2013 to create a community where users could find recommendations about foreign fashion and cosmetics. In only four years, it’s garnered more than 70 million subscribers and developed its own cross-border ecommerce platform called Fulishe (福利社) which is taking a leading role in China’s cross-border ecommerce sector.

Credit: Xiaohongshu