Little Red Book Agency (XiaoHongShu) For Beauty Brands

Where a Chinese beauty purchase is decided, weeks before it is transacted anywhere else. A brand with no Xiaohongshu presence is invisible to the exact consumers who spend most on skincare and cosmetics.

Account opening

Corporate account (企业号) registration for foreign entities, verification, category qualification, and the cosmetics filing certificate (化妆品备案凭证) attachment required before any ad runs. We handle the paperwork chain, including the cases where a foreign business licence is accepted in place of a Chinese one.

Content strategy and production

A monthly content calendar built on real search demand, not on brand wishes. Note formats that perform: routine posts, before and after, ingredient explainers, dupe comparisons, scenario content. Written in Chinese by Chinese beauty editors, never translated.

Seeding, 种草

KOC recruitment at scale with genuine product delivery and real usage windows. We run seeding in waves timed against your stock and your ad budget, so the interest generated lands on a store that can convert it.

KOL and KOC programmes

Sourcing and negotiation through Pugongying (蒲公英), the official collaboration platform, plus the mid-tier and nano creators who deliver better cost per engagement than the headline names. Contracting, briefing, compliance review and reporting included.

UGC engineering

Turning real buyers into content: post-purchase prompts, sampling programmes, hashtag campaigns and review incentives that comply with platform rules. UGC is the layer that makes paid content look credible rather than staged.

Video and photo shooting

Product and texture macro photography, model shoots with Chinese talent, 15 to 60 second vertical video, tutorial and application demos, plus festival key visuals. Shot for Chinese aesthetic codes, not adapted from a European campaign.

Juguang and the full RED ad stack

Feed ads (信息流), search ads (搜索广告), video stream, and full-site smart delivery through Juguang (聚光), Xiaohongshu’s core ad engine. Plus boosted amplification on high-performing organic and KOL notes, which converts differently from cold brand creative.

Consulting and audit

Account audit, competitor content teardown, keyword and search demand mapping via Lingxi (灵犀), and a written recommendation on whether Xiaohongshu should lead your China entry or follow it.

Concrete example. A French skincare client ran a hero serum and a companion eye cream in the same January media plan. The serum had a valid NMPA filing, the eye cream was still mid-registration. The eye cream campaign was rejected at ad review, not paused, rejected, and the budget sat unused for two weeks through Chinese New Year shopping season. We now audit filing status per SKU against the media calendar before a plan is built, not after a campaign is flagged.