See How Easily You Can Grow Your Beauty Brand on Xiaohongshu with Data-Driven Marketing

The beauty and skincare industry is witnessing a seismic shift, with platforms like Xiaohongshu emerging as game-changers for new brands. Take Lefan, for example, a rising star in the skincare space that leveraged unique ecosystem to achieve a staggering 256x increase in product volume and secure a top 8 ranking in the whitening mask category. Recent data reveals that over 20 million users search for "samples" on Xiaohongshu, highlighting the growing preference for "try before you buy" experiences. Similarly, Afu, a domestic essential oil leader, reignited its brand dominance by tapping into Xiaohongshu's "Star Ideas Come True" campaign, generating over 20 million note exposures and 1 million+ sales. These successes aren't accidental—they're the result of strategic alignment with Xiaohongshu's data-driven, community-centric approach, amplified by targeted Xiaohongshu Ads. For new brands, the platform offers more than just visibility; it's a launchpad for rapid growth, blending consumer insights, KOL collaborations, and immersive storytelling to turn niche products into household names.

I. A Strategic Framework for Dominating Xiaohongshu

The journey from obscurity to market leadership on Xiaohongshu begins with data-driven product selection. Brands like Lefan didn't just compete in saturated categories; they identified untapped niches. By analyzing platform trends, Lefan discovered that "yellowing & brightening" was a burgeoning subcategory within the crowded whitening mask market. This insight allowed them to position their "Glitter Mask" as a unique solution, avoiding direct competition with established players. Once the product is positioned, content creation becomes critical. Xiaohongshu Ads thrives on authentic, visually compelling narratives. For instance, Afu combined functional messaging about its "11 Seed Essence Oil" with emotional storytelling around "oil skincare" and stress relief, resonating deeply with users seeking holistic self-care. KOL collaborations amplify this content, but the real magic lies in integration. Live streaming, particularly with celebrity endorsements like Dong Jie, creates a closed-loop conversion path. Afu's pre-live note campaigns, real-time engagement during broadcasts, and post-live word-of-mouth management drove 65,000+ interactions and cemented its authority in the essential oil category.

II. Case Study: How Lefan's "Glitter Mask" Campaign Redefined Success

Lefan's rise exemplifies the power of precision in Xiaohongshu marketing. The brand faced a common challenge: low loyalty in the mask category, where users frequently switch products. Instead of battling giants on generic "whitening" claims, Lefan's team used Xiaohongshu Ads's search analytics to uncover a latent demand for "yellowing correction"—a concern tied to late-night routines and urban stress. The rebranding of their mask as the "Glitter Mask" was a masterstroke. The nickname not only highlighted instant brightening effects but also made the product highly searchable. Content focused on tangible differentiators: gentle formulas, easy rinsing, and a "high-repurchase" hook validated through KOL "empty tube" testimonials. To amplify reach, Lefan adopted a explosive article strategy, testing multiple note angles via Xiaohongshu Ads's Feeds ads and prioritizing high-engagement posts. Within two months, 10,000+ UGC notes flooded the platform, many organically ranking for terms like "mask for dull skin." The campaign's success wasn't just viral—it was sustainable, as search traffic continued to convert long after the initial push.

III. Key Success Factors: Why Some Brands Win on Xiaohongshu Ads

Three elements separate fleeting trends from lasting wins. First, leveraging Xiaohongshu's big data is non-negotiable. Clinique's launch of its "Purple Essence Eye Cream" demonstrates this. By analyzing user queries, Clinique found that "sensitive-skin-friendly eye creams" were underserved, allowing them to pivot messaging from generic anti-aging to "safe for thin eyelids." Second, emotional resonance is critical. Afu's integration of "emotional skincare" content—tapping into Xiaohongshu's 159% surge in immersive beauty posts—helped it stand out in a functional-driven market. Finally, multi-channel synergy is vital. Estée Lauder's "sample trial" mini-program combined search ads (to pre-bury keywords), KOL unboxings, and in-app surprise boxes to create a seamless experience-to-purchase loop, boosting searches for "collagen cream" by 330%. These strategies work because they align with Xiaohongshu's core: a community that values discovery, trust, and shared experiences over hard sells.

Topkee's localization teams craft advertising narratives that align with regional user interests and daily life scenarios, enhancing emotional appeal. Their content creation services—spanning high-quality graphic and video notes—are designed to embed brand stories into culturally relevant contexts, fostering deeper engagement. For instance, their video production team pairs visually compelling narratives with tailored copywriting to stimulate interaction, akin to Afu's "emotional skincare" campaigns that tapped into immersive beauty trends. By analyzing fan portraits (age, gender, geography), Topkee further refines content tone and themes to match audience preferences, ensuring messages resonate beyond functional claims.

Topkee's expertise in data analysis, localized storytelling, and cross-channel integration provides brands with a blueprint to harness these dynamics systematically—without relying on anecdotal case studies. Their infrastructure ensures scalability, from precise audience segmentation to performance-driven content iteration, making sustained success measurable and repeatable.

IV. Navigating Challenges in Competitive Landscape

For new entrants, budget constraints and category saturation pose real hurdles. Lefan's approach offers a blueprint for cost efficiency. Instead of blanket campaigns, they focused on micro-influencers and nano-KOLs, whose followers trust grassroots recommendations. This not only reduced costs but also ensured higher engagement rates. Another challenge is sustaining momentum post-campaign. Afu's use of BFS (Brand + Feeds + Search) management is instructive. By curating a brand zone for official content, flooding Feeds with UGC, and optimizing search keywords, Afu turned one-off buyers into long-term advocates. Estée Lauder tackled low trial intent by offering free samples—a tactic that yielded an 8000+ trial uptake and 170% recruitment rate. The lesson? Xiaohongshu rewards brands that invest in trust-building first, conversion second.

Topkee's end-to-end services, from enterprise account certification to content optimization, create a cohesive brand presence. For instance, securing Xiaohongshu's professional account enhances credibility, while customized homepage designs and keyword packages improve discoverability. The integration of UGC (User-Generated Content) through note campaigns—crafted by Topkee's diverse team of videographers, editors, and copywriters—mirrors Afu's BFS strategy, flooding feeds with relatable content that converts casual viewers into loyal advocates. Topkee's analytics further refine efforts: note performance metrics (views, likes, shares) and conversion tracking (click-through rates, ROI) enable real-time adjustments. Fan demographic insights—like age, gender, and geographic distribution—inform hyper-localized campaigns, resonating with Xiaohongshu Ads's community-driven ethos.

V. Future Trends: What's Next for Beauty Brands

The platform is evolving toward hyper-personalization and experiential marketing. AI-driven ad targeting, like Xiaohongshu's DMP crowd packages, will enable brands to reach users based on life stages (e.g., "new moms" or "frequent travelers"). Sample marketing will grow—Estée Lauder's trial mini-program saw a 99% spike in discussions, proving that tactile experiences drive decisions. Another trend is KOC (Key Opinion Consumer) collaborations. Unlike KOLs, KOCs are everyday users whose reviews feel more relatable. Lefan's reliance on "empty tube" posts from real users exemplifies this shift. For brands, the takeaway is clear: Xiaohongshu's future belongs to those who blend data, authenticity, and innovation.

From Zero to Hero: A Repeatable Blueprint

Lefan, Afu, and Clinique's stories reveal a replicable model: identify blue oceans through data, craft narratives that marry function and emotion, and amplify through integrated campaigns. The results speak for themselves—256x sales surges, top-ranked searches, and millions in earned media. For new brands, Xiaohongshu isn't just a platform; it's a multiplier. By embracing its community-driven ethos and tools like KFS and BFS, any brand can transform from invisible to indispensable. Ready to unlock your potential on Xiaohongshu? Partner with experts who know how to navigate its nuances, and your success story could be next.

Appendix

• Xiaohongshu's Official Case Study: Lefan's Glitter Mask
• Afu's Essential Oil Campaign Breakdown
• Clinique's Eye Cream Strategy