Chinese Makeup Brands Are Winning Over Global Consumers
As the US Supreme Court mulled a legal ban on TikTok in January, the effects on social media platforms were profound. Even before the judges ruled in favor of the ban—prompting the app to temporarily go dark in the US—an estimated 2 million TikTok users jumped ship to Chinese app Xiaohongshu, also known as RedNote. For a number of beauty-conscious users, what they discovered was a revelation.
'I realized that RedNote had a lot of beauty secrets the United States wasn't using,' says Hailey Laine, a TikTok creator in Chicago who joined Xiaohongshu in January and continues to use both apps—RedNote for finding cosmetic inspiration, TikTok for posting about it. In January, Laine shared a video of herself using face powder and bright pink blush to re-create the monochromatic glow popular among Chinese beauty influencers, racking up 300,000 likes and 2.3 million views.
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