From high-tech skincare to at-home salons, Xiaohongshu’s latest report, co-created with fashion magazine Cosmo, reveals six key trends transforming China's beauty landscape and driving social commerce growth in 2024. The social media platform's “2024 Global Beauty Trend Report” unveils emerging trends that are influencing consumer behavior and brand strategies in China. Released this week during the social media platform’s beauty trend summit in Shanghai, the report underscores Xiaohongshu’s growing impact in the beauty sector. Surge in beauty engagement Dubbed by some as China’s “answer to Instagram,” Xiaohongshu has seen a remarkable increase in beauty-related activity, with beauty and care searches rising by over 18 billion in the past year. New beauty content on the platform has surpassed 100 million posts, indicating a vibrant and engaged community. By promoting its ecosystem of influencers and users to recommend or “grassroot” (种草) products, Xiaohongshu has successfully closed the loop from interest to final transactions. Most notably, more than 40 million users have discovered and purchased new beauty products directly through Xiaohongshu, cementing its position as a key player in China's beauty e-commerce landscape. Emerging subcategories The report highlights six burgeoning beauty trends across makeup, skincare, and personal care categories: “High color artist”: A trend towards playful and creative makeup. “Frugal beauty”: A focus on affordable overseas cosmetics. “High-intelligence skincare”: Emphasizing technology-driven skincare solutions. “Minimalism”: A shift towards simplified skincare routines. “Healing bathroom”: Transforming bathrooms into self-care sanctuaries. “Home hair salon”: The rise of at-home professional hair care. Shift in consumer preferences In cosmetics, there’s a notable preference for affordable, multifunctional overseas products. Searches for overseas niche cosmetics have increased by 67%, while content related to “affordable substitutes” has seen a 1.9 billion increase in views. Skincare trends show a continued focus on ingredients and functionality, with “technological skincare” searches increasing by over 2.15 million. Simultaneously, there’s a move towards minimalist skincare, with searches for “minimalist skincare” and “lazy skincare” exceeding 9.16 million. Personal care is increasingly focused on self-indulgence, with “healing” bathroom-related searches exceeding 1.31 million and at-home”"hair care” searches surpassing 100 million. Rise of ‘Treasure Managers’ A key development in Xiaohongshu’s social commerce model is the growing influence of platform Treasure Managers (宝藏管理员). These Treasure Managers are influential users or content creators who curate and recommend products, becoming trendsetters on the platform. They drive product discovery and transactions through their professional aesthetics and carefully curated selections. This trend is particularly beneficial for niche and independent beauty brands, offering them new growth opportunities. Implications for brands For beauty brands, particularly those from overseas, Xiaohongshu has become a crucial platform for market entry and growth in China. The platform’s lifestyle e-commerce model, coupled with its engaged beauty community, offers an opportunity for brands to connect with Chinese consumers. These trends indicate dynamic shifts in China’s beauty market, with platforms like Xiaohongshu at the forefront of shaping consumer preferences and purchasing behaviors.
