Xiaohongshu (小红书) is a Chinese lifestyle platform: a social app and website where users share their experiences as photos, text, videos and livestreams. Common topics are cosmetics and beauty, fashion, food, travel, entertainment, fitness and childcare. The company was founded in Shanghai in August 2013 as a user-generated content community about shopping abroad, and its headquarters is in Shanghai.
The platform joins its community content with commerce. It launched an e-commerce business in 2014, and since 2016 it has used AI and machine learning to distribute content, which means software decides which posts each user sees. Its About page says monthly active users passed 200 million in October 2021. Businesses reach users through their own accounts, through Juguang (聚光), a self-service advertising platform that places ads in search results and in the browsing feed, and through PGY (蒲公英), the official platform for paid product-recommendation posts and livestream cooperation with creators. Creators use the Creator Platform to upload videos, read their data and manage followers.
Using the platform and posting are free; businesses pay for advertising and creator cooperation.