📅 Updated: 2025
📍 Target Audience: U.S. Brands & Marketers
📖 Reading Time: ~8 min
📄 Introduction
When it comes to social commerce in China, Xiaohongshu (Little Red Book, or REDnote) is a must-know platform for international brands. With over 200 million active users, Xiaohongshu is China’s top destination for beauty, fashion, lifestyle, and travel content, making it a powerful marketing tool for brands looking to enter the Chinese market.
🚀 Why does Xiaohongshu matter? Unlike Douyin (TikTok China), which is entertainment-driven, Xiaohongshu is trust-driven, meaning users actively seek authentic product reviews, tutorials, and recommendations. This makes Xiaohongshu influencers (KOLs – Key Opinion Leaders) some of the most trusted voices in China’s digital landscape.
💡 So, who are the top Xiaohongshu influencers you should work with? In this guide, we’ll introduce the 10 biggest Xiaohongshu influencers and explain how they can help your brand gain credibility and sales in China.
🎯 Why Work with Xiaohongshu Influencers?
Before we get to the list, here’s why collaborating with Xiaohongshu KOLs is a game-changer for your brand:
✅ Highly Engaged Audience – Xiaohongshu users actively search for product recommendations, making them more likely to convert into customers.
✅ E-Commerce Integration – Many influencers link directly to stores, making the purchase process seamless.
✅ Luxury & Beauty-Focused – Xiaohongshu is a prime platform for fashion, beauty, and luxury brands.
✅ Trust-Driven Content – Unlike traditional advertising, users trust influencers’ recommendations more than corporate ads.
💡 Pro Tip: If your brand sells beauty, fashion, lifestyle, wellness, or travel-related products, Xiaohongshu influencers should be a top priority for your China marketing strategy.
📢 Top 10 Xiaohongshu Influencers for Brand Collaboration
Here’s a curated list of China’s top Xiaohongshu KOLs, spanning beauty, fashion, and lifestyle.
1️⃣ Fan Bingbing – “China’s Beauty & Luxury Icon”
📌 Niche: Luxury | Beauty | Fashion
📌 Followers: 15M+
📌 Why Collaborate? 🌟 Most-followed celebrity on Xiaohongshu
Fan Bingbing is one of China’s biggest celebrities and a top influencer in beauty and fashion. She collaborates with luxury brands like Louis Vuitton, Guerlain, and Cartier, making her an ideal choice for premium brands.
🏆 Best for: Luxury skincare, high-end fashion, premium jewelry brands.
2️⃣ Yishu Caihua – “Fashion Trendsetter”
📌 Niche: Fashion | Styling | Aesthetics
📌 Followers: 5M+
📌 Why Collaborate? 👗 #1 Most Influential Fashion KOL (2024)
Yishu Caihua has a strong artistic approach to fashion, blending creativity with commercial appeal. She’s a great fit for fashion brands looking to target China’s Gen Z and millennials.
🎯 Best for: Streetwear, high-end fashion, trendy lifestyle brands.
3️⃣ Cheng Shian – “Rising Beauty Star”
📌 Niche: Beauty | Skincare | Cosmetics
📌 Followers: 3M+
📌 Why Collaborate? 💄 Fastest-growing beauty influencer on Xiaohongshu
Cheng Shian is one of China’s most promising beauty KOLs, known for honest product reviews, tutorials, and beauty trends.
✨ Best for: Skincare brands, cosmetic brands, beauty tech.
4️⃣ Zhouzhou KOI – “Innovative Beauty Blogger”
📌 Niche: Beauty | Makeup Tutorials | Product Reviews
📌 Followers: 2.5M+
📌 Why Collaborate? 💋 Authentic beauty content that resonates with Gen Z
Zhouzhou KOI brings a fresh, engaging perspective to beauty content, making her ideal for brands looking to target younger consumers.
🎯 Best for: Viral beauty products, K-beauty brands, clean skincare.
5️⃣ 三 (San) – “Beauty & Lifestyle Queen”
📌 Niche: Beauty | Skincare | Self-Care
📌 Followers: 4M+
📌 Why Collaborate? 💰 Generated $1.07M in media impact value (MIV®)
San is a highly trusted skincare influencer, making her a top choice for premium beauty and self-care brands.
🏆 Best for: Luxury skincare, anti-aging, clean beauty brands.
6️⃣ Daily-cici – “The Skincare Guru”
📌 Niche: Skincare | Routine Tips | Beauty Science
📌 Followers: 3.2M+
📌 Why Collaborate? 🧴 Trusted by major beauty brands
Daily-cici is known for her in-depth skincare reviews, making her perfect for brands launching new skincare products in China.
🔥 Best for: Serums, moisturizers, clean beauty.
7️⃣ 豆豆_Babe (Doudou_Babe) – “Beauty Enthusiast”
📌 Niche: Beauty | Tutorials | Product Reviews
📌 Followers: 2.8M+
📌 Why Collaborate? 🎨 Engaging beauty content that converts
Doudou_Babe is one of the most influential beauty content creators, specializing in tutorials and reviews.
🎯 Best for: Korean beauty, affordable cosmetics, trendy makeup.
8️⃣ 是阿束啊 (Shi A Shu A) – “Expert Beauty Critic”
📌 Niche: Beauty | Product Comparisons | Honest Reviews
📌 Followers: 3M+
📌 Why Collaborate? 📢 Known for honest, in-depth reviews
Shi A Shu A is great for brands looking to build trust and transparency in the beauty space.
🔥 Best for: Luxury beauty, indie skincare brands, dermatology-backed products.
9️⃣ 火山大王 (Volcano King) – “Men’s Beauty & Lifestyle”
📌 Niche: Beauty | Men’s Grooming | Fashion
📌 Followers: 2.5M+
📌 Why Collaborate? 🚹 Top male beauty influencer on Xiaohongshu
Volcano King brings a strong male audience to beauty and lifestyle brands, making him a great partner for men’s grooming products.
🏆 Best for: Men’s skincare, fragrance, luxury watches.
🔟 李佳琦 (Austin Li) – “The Lipstick King”
📌 Niche: Beauty | Live Streaming | Sales
📌 Followers: 50M+
📌 Why Collaborate? 💄 Once sold 15,000 lipsticks in 5 minutes
Austin Li is China’s #1 beauty live-streamer, making him a must-have for brands looking to drive direct sales.
🎯 Best for: High-volume beauty brands, luxury cosmetics, e-commerce campaigns.
