In recent years, Xiaohongshu—also known as REDnote—has become a rising star in the global influencer marketing landscape. While traditionally viewed as a Chinese platform, its influence now extends far beyond China’s borders. For UK-based brands in beauty, fashion, lifestyle, F&B, and tourism, REDnote is increasingly proving to be an essential channel—not just for entering the Chinese market, but also for reaching Chinese-speaking consumers already in the UK.
If your brand is looking for an authentic, community-driven way to connect with a high-spending, trend-sensitive audience, now is the time to pay attention to Xiaohongshu.
What Is Xiaohongshu?
Xiaohongshu (literally “REDnote”) is a hybrid platform combining elements of Instagram, Pinterest, and Amazon. It started as a product recommendation and lifestyle sharing app, and has grown into one of China’s most influential social platforms—boasting over 200 million monthly active users, most of whom are Gen Z and millennial women. And it has already begun to extend its influence to Southeast Asia and the global Chinese community, while also continuously attracting young people who are passionate about East Asian and Chinese culture.
Users go to REDnote not just for inspiration, but also for trusted reviews, daily life hacks, fashion and beauty tips, and travel suggestions. In a way, it’s become the default search engine for lifestyle-related decisions among Chinese-speaking consumers.
Why UK Brands Shouldn’t Ignore It
1. It Reaches Chinese Consumers—In China and Abroad
While REDnote is based in China, a growing portion of its content comes from overseas creators. International students, expats, and Chinese tourists in the UK frequently use the app to search for restaurants in the UK, must-buy skincare products, travel ideas, and more.
Even a single viral post from a trusted creator can spark real-world purchasing behavior—either through Chinese e-commerce platforms or UK-based channels like Amazon, TikTok Shop, or the brand’s own website.
2. A Low-Cost Gateway to the Chinese Market
For UK brands considering expansion into China, REDnote offers a low-risk way to test the waters. Through influencer collaborations, user-generated content (UGC), and organic product seeding, brands can gauge market sentiment and receive real-time feedback—long before investing in distribution or localization.
3. An Ideal Platform for Cross-Border E-commerce
More and more UK-based brands are seeing Chinese consumers discover their products through REDnote, then seek them out on Amazon UK, local DTC websites, or even through daigou (personal shoppers). With the right influencer and content strategy, brands can drive international traffic without needing a full China infrastructure in place.
For example, some well-known British independent fashion brands have generated significant buzz on REDnote. Users actively share their outfit styles, shopping experiences, and reviews of new collections on the platform. Through this kind of user-generated content, the brand’s visibility and influence continue to grow organically.
They also share their daily lives on the platform—recommending restaurants, places to eat, drink, and have fun in the UK, as well as their shopping experiences and must-buy items from local supermarkets. This presents endless opportunities for local brands to gain exposure and expand their customer base.
4. Strong Penetration Among Chinese-Speaking Audiences in the UK
The UK is home to over 150,000 Chinese international students and a vibrant Chinese-speaking population. Many of them actively use REDnote to stay connected with trends, discover local experiences, and make informed purchases.
For brands offering skincare, food, experiences, or services relevant to this audience, REDnote offers targeted reach that platforms like Instagram or Meta often fail to provide.
What Types of Brands Work Well on Xiaohongshu(ReDnote)?
Xiaohongshu(REDnote) is particularly effective for brands that align with lifestyle, aspiration, and high-trust purchasing categories:
- Beauty and skincare: Especially clean beauty, niche brands, and UK-origin products
- Home & lifestyle: Scented candles, home fragrances, and cozy décor are highly shareable
- Local restaurant, food & beverage: Trendy cafes, afternoon tea spots, and dining in London
- Travel & experience: Boutique hotels, countryside day trips, and photo-worthy locations
- Education: UK universities, language courses, and career workshops for Chinese students
- Health & wellness: Collagen supplements, probiotics, and functional beverages
How to Market Your UK Brand on REDnote
1. Partner with the Right Influencers
Look for bilingual creators, Chinese-speaking students, or expats in the UK with authentic content and loyal followings. Don’t just go for vanity metrics—focus on engagement, comment quality, and alignment with your brand.
2. Use Native Content Formats
Avoid hard-selling. REDnote users prefer lifestyle-based, storytelling-driven posts—such as “A day in my life using XYZ product” or “What I packed for my UK trip.”
3. Provide Clear Briefs and Reuse Content
REDnote content can be repurposed on your website, Amazon Storefront, or other channels to build trust and authenticity. Plan your influencer campaigns with dual use in mind.
How Do You Measure Success on REDnote?
Success on REDnote goes beyond likes. Here are the key metrics to track:
- Post views and engagement (likes, comments, saves)
- UGC volume and organic mentions
- Increase in branded keyword searches (e.g., “best UK mask Xiaohongshu”)
- International traffic spike post-campaign
Final Thoughts: Xiaohongshu(Rednote) Is More Than Just a Chinese App
For UK brands, REDnote isn’t just another social platform. It’s a window into Chinese-speaking consumer culture—and a powerful tool for storytelling, trust-building, and international growth.
As influencer marketing continues to evolve, platforms like REDnote allow brands to connect with real people in meaningful, culturally relevant ways.
Interested in launching your brand on Xiaohongshu(REDnote)?
We offer tailored influencer marketing solutions—from creator outreach and campaign planning to content strategy and performance reporting. Get in touch with us to explore how REDnote can work for your brand.
NiHow Global | Marketing Agency, Social Media Growth & Free CV Review 
Leave a comment