Foreign beauty is growing in China again, but the recovery is not a giant recovery. Inside Estee Lauder and L'Oreal, the growth is coming from La Mer, TOM FORD, Le Labo and Aesop, while the mass megabrands merely stabilise. Le Labo China, a 50 square metre store co-authored with a Chinese artisan label, shows what the winning model actually looks like, and why it is finally affordable for independent foreign brands.

Qian-Gua's H1 2026 report reframes Xiaohongshu beauty around an emotion, aesthetics and efficacy triangle. For brands entering or leaving China, the move from what works to what fits me changes the brief.

The #独居生活 hashtag on Xiaohongshu gained over 400 million views in just 90 days, signaling a dramatic shift in how China's growing solo population consumes, lives, and seeks brands. From RIO's micro-buzz cocktails to Heytea's KOC seeding, leading brands are designing for the solo occasion rather than marketing solo living as a lifestyle. Inside what international brands can learn from Japan's ohitorisama economy and the new Xiaohongshu Solo Living seeding playbook.

Since China’s annual shopping festival Double Eleven (11.11) started in late October, one thing is clear: AI is playing a far more prominent role than ever before.

A recent social media trend in China has taken the internet by storm: “经济上行的美” — the aesthetics of economic upturn . On Xiaohongshu...

From Guide to Community: Passive Browsing → Active Participation

On Xiaohongshu, the lifestyle platform at the heart of China’s Gen Z culture, a new kind of beauty trend is taking over, and it’s not...

Brands invest in Xiaohongshu influencer seeding, create buzz. Yet when it comes to actual sales, there’s little to show for it: no clear conversion, and certainly no repeat purchases. So what’s going wrong?

This article delves into the strategies of three prominent female influencers on Xiaohongshu, analyzing their content approaches and brand.

Three Core Marketing Strategies for the 2025 Year of the Snake.