When the U.S. Supreme Court began mulling a TikTok ban in January, few could have predicted the sudden exodus it would trigger. Yet, within weeks, over two million American users—creators and fans alike—found themselves flocking to Xiaohongshu, or RedNote, China’s answer to social sharing with a distinctly Gen Z twist. For many, it wasn’t just a new app; it was a ticket into a thriving universe of beauty trends, unfiltered product reviews, and a glimpse at the future of global pop culture.
RedNote, long beloved in China as a lifestyle platform, quickly became the new playground for Western beauty enthusiasts hungry for something fresh. Chicago-based beauty creator Hailey Laine, with her pastel hair and irreverent video style, was among the first to dive in. “It’s like Pinterest and TikTok had a baby,” she laughs, scrolling through an endless stream of ultra-glossy makeup tutorials and street-style snaps from Shanghai. For Laine and thousands like her, RedNote’s appeal was obvious: endless inspiration, hyperactive trend cycles, and a window into C-beauty—the Chinese cosmetics movement quietly taking over the world.
At the heart of this crossover is Judydoll, a once-niche C-beauty brand that exploded in 2024 with sales topping $345 million. The spark? A $17 highlighter so dazzling it’s now simply known as the “Douyin look”—named after TikTok’s Chinese counterpart, Douyin. The highlighter’s holographic sheen went viral first in China, then on RedNote, and finally ricocheted back to TikTok as Western influencers sought to decode the latest “it” aesthetic.
Suddenly, beauty routines from L.A. to London started to shift. Glitter-laden eyes, porcelain skin, and ombre blush—the hallmarks of the Douyin look—began appearing everywhere, upending the reign of matte, “clean girl” minimalism. TikTokers began crediting RedNote as their new trend forecast, borrowing everything from Chinese product recommendations to unique application hacks. A surprising number of users started mixing platforms: brainstorming ideas and discovering products on RedNote, then debuting their own spins to wider audiences on TikTok.
For brands, the fusion is seismic. C-beauty lines, once regarded as novelties in the U.S., are now in hot demand. Judydoll’s rise is just the beginning—analysts predict similar trajectories for brands like Florasis and Perfect Diary, both fixtures on Chinese social media, now making inroads with Western beauty lovers. “There’s this sense of discovery that feels totally new,” says Laine. “You’re seeing trends six months before they hit mainstream shelves.”
But the migration to RedNote isn’t just about makeup. It’s part of a broader shift in cultural influence, as young Americans grow disillusioned with U.S. social media giants and look abroad for fresh perspectives. On RedNote, they’re met with a dynamic community sharing everything from skincare routines to street food videos and, increasingly, hot takes on Western pop culture. The blending is mutual—Chinese creators are just as fascinated by Western trends, leading to a global beauty conversation more fluid than ever before.
Of course, the TikTok ban debate rages on. But whatever the Supreme Court decides, it’s clear the genie is out of the bottle. Western audiences have discovered the appeal—and the power—of C-beauty and Chinese social media, and they’re not going back. “It’s not about choosing one platform over another,” says Laine. “It’s about creating something new from both.”
