Beauty brands ride Xiaohongshu ‘TikTok refugee’ wave

Millions of American users are flocking to Xiaohongshu (also known as RedNote) as their new home for social media, amid TikTok’s ban and its subsequent reversal in the United States. As of Thursday, the app remains unavailable on the US app store. On January 14, Xiaohongshu soared to the top of the U.S. Apple App Store’s free download rankings. These newcomers, dubbing themselves “TikTok refugees,” have generated significant buzz on the platform, with the hashtag #TikTokRefugee amassing an astounding 2.72 billion views and nearly 37 million discussions. This unprecedented wave of cross-cultural engagement has turned Xiaohongshu into a global village square, highlighting a strong grassroots desire for interaction between Chinese and American users. Brands, particularly in the beauty sector, have jumped on this trend, unleashing creative marketing campaigns to tap into the influx of international traffic. Local beauty brands like Winona, Judydoll, Carslan, Chando, Perfect Diary, and Marubi have wasted no time leveraging the platform’s sudden popularity. Even the century-old heritage brand Vive joined the fray, posting bilingual notes like, “Hello world! This’s Vive.” Many brands opted for simple bilingual introductions to highlight their unique attributes while directing overseas audiences to purchase channels like Amazon and Yami. For example, Chando emphasized its Himalayan origins, presenting itself as a high-tech Chinese beauty brand, while Winona boldly declared, “Whether you’re Chinese-American or American-Chinese, sensitive skin needs Winona.” Some brands have embraced humor and cultural trends to engage users. For example, Judydoll posted a “Learn Chinese with Me” video teaching users how to pronounce its name, sparking interaction with a Mexican beauty influencer. Meanwhile, Carslan tapped into the “cat tax” meme, showcasing its cat-themed makeup collection alongside striking visuals of its global ambassador, Zhang Linghe, which captivated international audiences. Quick-thinking brands have also produced multilingual video content. Chando, for instance, released a Spanish-language video on January 16 explaining the benefits of its Himalayan Trilogy series. International beauty brands are also riding the wave. British makeup brand Charlotte Tilbury posted four videos teaching the Chinese pronunciation of its product names. Even when some foreign brands failed to draw interactions from American users, their quirky, meme-driven campaigns successfully resonated with Chinese audiences, boosting note activity and brand visibility. Under Winona’s post addressing TikTok refugees, all 232 comments came from Chinese netizens, some of whom wrote in Chinglish or Chinese. Compared to the 20-40 comments the brand typically receives, this surge in engagement is impressive. Dao Nguyen, founder of Essenzia ByDao, a boutique strategic marketing agency, shares with Jing Daily, “Winona has been quick to capitalize on the TikTok refugee wave. While most comments appear to come from Chinese netizens (some even replying in English humorously), it highlights the strong connection Winona fosters with its customers.” The cultural exchange extends beyond marketing. Foreign users on Xiaohongshu are actively seeking recommendations for Chinese beauty products, often curious about local skincare routines. In return, Chinese users are just as intrigued by Western brands and beauty habits. Among American users’ skincare photos, Japanese and Korean brands like Laneige and SK-II are prominently featured. But interest in Chinese beauty is rising, with products from Judydoll and Florasis gaining particular attention. One American user praised Judydoll’s quality and packaging, while another expressed a fondness for Florasis despite noting its higher prices in the U.S. In response to the uptick in global traffic, Xiaohongshu recently updated its app (version 8.69.2) to include Chinese-English translation features, ensuring smoother communication. Additionally, it has ramped up hiring for English-language content moderators to maintain a welcoming and well-regulated environment. The surge of “TikTok refugees” has not only transformed Xiaohongshu into a hotbed of cross-cultural dialogue but also provided a unique springboard for brands seeking global exposure.

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Beauty brands ride Xiaohongshu ‘TikTok refugee’ wave