This September, DLG (Digital Luxury Group) has partnered with NEWRANK and Xinhong to launch the all-new RedNote Beauty Index 2025. This comprehensive report analyses the performance, content strategies, and marketing effectiveness of 70 leading prestige beauty brands on RedNote across skincare, makeup, and fragrance categories. Which brands are excelling on RedNote, and which ones are falling behind in the race for consumer attention?
As China's social media landscape undergoes a profound transformation towards user-generated content, RedNote – where over 90% of posts are created by everyday users – has become the critical battleground for luxury brands. The platform's authentic review ecosystem and strong community base have made its share of voice a widely recognised benchmark of brand relevance in the Chinese market.
The prestige beauty category has emerged as RedNote's most sophisticated vertical, developing proven playbooks across content creation, influencer collaborations, and e-commerce integration over several years of evolution. Beauty brands now sponsor an average of 876 paid influencer posts per month – 17 times higher than other luxury sectors – demonstrating their deep understanding of the UGC-driven ecosystem of the platform.
Yet the competitive dynamics are intensifying. The rapid rise of C-beauty in mass segments signals shifting consumer preferences, even as international powerhouses like YSL Beauty, Lancôme, and Chanel Beauty continue to dominate share of voice in the prestige space. Meanwhile, 77% of search traffic from top brand-related keywords comes from product-focussed queries, highlighting RedNote's role as a crucial research destination in the beauty discovery journey.
How are leading prestige beauty brands optimising their RedNote strategies, and what performance indicators matter most for building authentic influence in this community-driven environment? The report introduces the proprietary RISE Index (RedNote Influence & Strategy Evaluation), evaluating brand performance across Voice, KOL Investment, and Heat dimensions to provide unprecedented insight into platform effectiveness.