In 2025, Rednote (Xiaohongshu) remains the go-to platform for beauty lovers and skincare enthusiasts across Asia. With millions of user-generated notes, reviews, and product showcases posted daily, Rednote has evolved into a powerful engine that drives not only beauty consumption but also brand strategy.

This report dives into 50,000+ beauty-related posts from May 2025, decoding the Rednote Beauty Shopping Trends that matter most to brands and users alike. By understanding what users are searching for, posting about, and buying, brands can craft data-driven campaigns that truly resonate.

Skincare and Beauty Trends on Rednote

Why does Rednote matter to beauty brands?

Because it offers real-time access to the evolving desires of a highly-engaged, high-spending audience. The beauty category leads Rednote in both content volume and engagement, showing no signs of slowing down.

How are these trends measured?

This analysis draws from user comments, interaction metrics, and keyword clustering to uncover what skincare users really care about.

Key focus areas in 2025 include:

• Sunscreen performance in hot climates
• Deep cleansing and non-irritating ingredients
• Ingredient transparency and minimalist skincare

Ingredient-Focused Consumer Preferences

Users on Rednote in 2025 are increasingly ingredient-savvy. Instead of falling for branding alone, they dig deep into what’s inside the bottle.

Most Popular Skincare Ingredients:

• Amino Acids – Valued for gentle cleansing, especially among sensitive and oily skin users.
• Niacinamide – Loved for brightening, fading dark spots, and regulating sebum.
• Hyaluronic Acid – Considered essential for hydration and barrier repair.

Why does this matter? Consumers no longer trust vague claims. They demand evidence-backed ingredients and visible results.

How should brands respond? Use ingredient-based messaging in product listings, KOL scripts, and campaign copy. Back claims with simple visuals or clinical data summaries.

Most In-Demand Product Types in 2025

Trends show a shift toward practical, multi-functional beauty products.

Top 3 Trending Beauty Categories:

1. Serums – Especially brightening, anti-aging, and soothing formulas.
2. Tinted Lip Products – Lightweight, moisturizing, long-lasting.
3. Moisturizers – That combine hydration, repair, and anti-aging benefits.

💡 Minimalist routines are in: Many users rely on a 3-step routine (serum + lightweight base + lip tint), seeking simplicity and comfort.

Who’s Buying What: Rednote Consumer Profiles

Not all beauty buyers behave the same way. Rednote Beauty Shopping Trends reveal two dominant consumer personas in 2025:

1. Trend-Focused Explorers

• Constantly seek new releases, limited editions, and hyped products.
• Highly active in likes, shares, and comments.
• Expect fast, visible results.

Brand Strategy: Leverage early-access drops, micro-influencer campaigns, and “new-in” stories.

2. Value-Oriented Shoppers

• Look for affordable skincare with solid efficacy.
• Less driven by branding, more by function.
• Frequently compare prices and wait for discounts.

Brand Strategy: Offer bundles, long-term user testimonials, and highlight cost-performance.

Shopping Scenarios: When & Why Beauty Products Are Bought

Understanding when users buy can be as powerful as knowing what they buy.

Everyday Use: Gentle & Moisturizing Skincare

• Moisturizers and low-irritant cleansers dominate search results.
• Comfort, non-sticky textures, and hydration matter most.

Summer Essentials: Sun Protection & Light Layers

• High interest in breathable, non-greasy sunscreens.
• SPF sprays and hybrid SPF + base products are on the rise.

Makeup for Work & Daily Life

• Natural finishes, long-lasting tints, and foundations that survive heat & humidity.
• High demand for “5-minute” routines that deliver impact with speed.

2025 Beauty Marketing Strategies on Rednote

Rednote isn’t just a social platform—it’s a consumer insights lab. Here’s how to turn trends into action.

Actionable Tactics Based on Shopping Trends:

1. Use Ingredient-Focused Messaging: Don’t just say “brightening”—say “5% niacinamide tested for melanin regulation.”
2. Create Scenario-Based Content: For example, “Sweat-Proof Office Makeup Kit” or “Night Repair Routine for Oily Skin.”
3. Segment Your Audience: Match trendy products with hype-driven consumers and run timed discounts for value shoppers.

Brands that personalize their message for the why and when of user intent will win on Rednote in 2025.

Conclusion: Succeeding with RednoteGo

To truly capitalize on Rednote Beauty Shopping Trends in 2025, brands must shift from intuition-driven campaigns to data-backed, user-centric strategies.

✨ The winning formula?

→ Data Intelligence + Community Engagement + Authentic Storytelling

At RednoteGo, we help you decode trends, create localized content, and connect with top influencers in China. Whether you’re launching a product or scaling your brand, RednoteGo is your partner in navigating the ever-evolving Rednote ecosystem.