The Top 10 Xiaohongshu (RED) Influencers

Is your brand tapping into Xiaohongshu (RED) as a way to reach the Chinese market? 

China remains a key growth region in 2026. Overall, GDP is forecast to grow by 4.8%. And China’s fashion market is expected to grow by about 1–3%, making it one of the few major regions with positive low-single-digit growth, even as global fashion markets face continued pressure.

The luxury, sportswear and fashion resale markets are particularly strong growth areas for China in 2026. According to McKinsey:

• High-net-worth consumers in China report a 34% net intent to spend on luxury fashion, compared with a 27% global average.
• China is fuelling strong sportswear demand in Asia, with outdoor sportswear sales doubling over the last five years.
• Over 60 percent of Chinese consumers report shopping more on resale platforms today than two to three years ago, and over 70 percent plan to shop resale in 2026.

For brands looking to succeed in China, choosing the right channels and partnering with local influencers is critical. On platforms like Xiaohongshu (RED), these creators play a central role in building trust, credibility and cultural relevance with Chinese consumers. 

To help you navigate the platform, we’ve identified the top 10 Fashion, Lifestyle and Beauty (FLB) influencers on Xiaohongshu (RED), ranked by Media Impact Value® (MIV®) generated in 2025.

What is Xiaohongshu (RED)? 

Often described as China’s answer to Instagram, Xiaohongshu (RED), also known as Little Red Book, has evolved into one of China’s most influential lifestyle and commerce platforms. It’s not just a social network: it’s a place where Chinese consumers go to discover new brands and products, and to seek recommendations from creators they trust before making purchasing decisions. 

Breakdown of the Top 10 Xiaohongshu (RED) Influencers 

Before diving into each influencer, it’s important to understand how the influencer tier system works at Launchmetrics. Our platform classifies influencers by follower scale to help brands benchmark performance more accurately. Micro influencers have under 100K followers across all channels, Mid-tier influencers reach 100K–500K on at least one channel, Mega influencers sit between 500K and 2M and All-Star influencers exceed 2M followers on a single platform.

Note: MIV indicates Media Impact Value generated specifically on Xiaohongshu (RED).

1. 青奢荟奢侈品回收寄卖中心

Qing She Hui She Chi Pin Hui Shou Ji Mai Zhong Xin

• Tier: All-Star
• Total MIV (2025): $28.66M
• Top Brand by MIV: Hermès ($4.41M)

Who they are:
Based in Chengdu, Qing She Hui is a leading second-hand luxury Voice on Xiaohongshu (RED), founded by Qing Jie, who also runs a physical luxury consignment store. Her content focuses on pre-owned luxury bags and accessories, and she connects with her 600K+ followers on Xiaohongshu (RED) through short, often humorous, day-in-the-life videos where she shares product opinions, resale trends and stories about customer interactions.

Why they matter:
Qing She Hui has built strong trust among luxury consumers thanks to her blend of resale expertise and authentic storytelling. Her average reach potential sits at 800K—indicating a huge opportunity for brand exposure. In 2025, her short-form content generated significant impact for heritage brands on RED, including Hermès ($4.41M across 100 placements) and Chanel ($4.38M across 99 placements).

2. Twice Chic

• Tier: All-Star
• Total MIV (2025): $25.35M
• Top Brand by MIV: Chanel ($2.22M) 

Who they are:
Twice Chic is a well-known Chinese fashion and beauty influencer recognized for curating style inspiration and overseas fashion content, with a strong emphasis on Western luxury brands. Her posts often combine celebrity style references, shopping tips and travel-led fashion inspiration, appealing to audiences interested in international trends and “sea shopping” experiences.

Why they matter:
With a high volume of placements and consistent visibility across platforms, Twice Chic drives significant awareness for global luxury houses. In 2025, she generated strong MIV for multiple luxury brands such as Chanel ($2.22M across 249 placements), Saint Laurent ($1.29M across 104 placements) and Gucci ($689K across 80 placements)—though not through official partnerships. Her content helps shape perceptions of Western luxury among Chinese consumers. 

3. Chrison 克里森

Chrison Ke Li Sen

• Tier: All-Star
• Total MIV (2025): $23.28M
• Top Brand by MIV: Chanel ($1.87M)

Who they are:
Based in Shanghai, Chrison (Wang Yuan) offers a refined perspective on the world of luxury, shaped by his years as a high-profile magazine editor. Rather than centring on personal lifestyle content, he focuses on the artistry of design and the heritage of the fashion houses he covers. Chrison largely stays off-camera, using carefully curated visuals and thoughtful storytelling to explore runway trends, brand history and the nuances of high-end fashion. As a result, his content resonates strongly with audiences who value depth, aesthetics and insider perspective over overt promotion.

Why they matter:
Chrison’s editorial credibility and cross-platform presence make him a trusted voice in luxury fashion. Xiaohongshu (RED) is his top platform, with an average MIV of $22.7K and an average engagement rate of 2.85% (ahead of Wechat with an average MIV of $11.6K and bilibili with $11.2K). British Vogue highlights his “certain unique mystique” and storytelling ability as keys to his genuine sway with discerning, luxury-focused audiences. 

His credibility puts him at the core of generating MIV for multiple brands including Chanel ($1.87M across 150 placements) and Dior ($1.77M across 123 placements).  

4. KvanMoment

• Tier: Mega
• Total MIV (2025): $17.92M
• Top Brand by MIV: Dior ($1.42M)

Who they are:
KvanMoment is a Chinese fashion creator known for her sharp eye for runway details and trend-led styling. On Xiaohongshu (RED), she delivers daily visual dispatches from fashion shows, designer collections and street style moments, helping her followers decode what’s next and appreciate the craftsmanship behind high fashion. Her feed reads less like traditional fashion commentary and more like a meticulously curated personal moodboard, where aesthetics, artistry and inspiration take center stage.

Why they matter:
KvanMoment has become essential to fashion discovery on Xiaohongshu (RED), particularly for those tracking runway and collection-level trends. Throughout 2025, her visually rich posts drove significant MIV for luxury houses including Dior ($1.42M across 24 placements), Jean Paul Gaultier ($908K across 7 placements) and Chanel ($689K across 17 placements).

5. Siimoon

• Tier: Macro
• Total MIV (2025): $16.97M
• Top Brand by MIV: Chanel ($943K)

Who they are:
Siimoon has built a loyal following through approachable, everyday style that actually feels attainable. A self-described “visual designer,” she shares daily OOTD content on Xiaohongshu (RED) that strikes a sweet spot between casual chic and on-trend pieces, frequently highlighting accessible, high-street brands that don’t require a luxury budget. Her feed has a refreshingly practical edge: think real-world styling ideas followers can actually recreate, not just aspirational runway moments to admire from afar.

Why they matter:
By translating trends into outfits that feel achievable, Siimoon resonates strongly with consumers at the consideration stage. With relatively few placements, her content delivered high MIV per post in 2025, signalling strong engagement relative to scale. Chanel emerged as her strongest brand contributor in 2025, with $943K in MIV across 29 placements. 

6. Aha Lolo 我爱

• Tier: All-Star
• Total MIV (2025): $16.09M
• Top Brand by MIV: Louis Vuitton ($1.15M)

Who they are:
Aha Lolo is a London-based brother-and-sister duo who have carved out a distinct niche in digital fashion commentary. You won’t just find them posting outfit shots: instead, they offer witty, fast-paced video reactions to runway shows and fashion moments, blending humour, memes and sharp cultural insight. Their content feels conversational, making high fashion more accessible and entertaining, particularly for younger audiences.

Why they matter:
Aha Lolo has built a highly engaged following across Xiaohongshu (RED), Bilibili, YouTube and others, and gained a name for themselves as disruptors in their space. What makes them stand out is their knack for transforming runway analysis into shareable, culturally smart content that resonates. For luxury brands trying to connect with audiences who want perspective and personality, and not just another polished ad, Aha Lolo has cracked the code.

7. 南在南方

Nan Zai Nan Fang

• Tier: All-Star
• Total MIV (2025): $13.39M
• Top Brand by MIV: Birkenstock

Who they are:
Nan Zai Nan Fang is a Chinese fashion account that’s carved out a niche in the budget footwear space on Xiaohongshu (RED). Running their own branded shop (“South in the South”), they flood their feed with product shots and quick videos showcasing affordable, trend-conscious women’s shoes. It’s commerce-first content aimed squarely at shoppers hunting for style without the price tag.

Why they matter:
While Nan Zai Nan Fang operates primarily as a budget shoe retailer rather than a traditional influencer, its Xiaohongshu (RED) presence generated unexpected visibility in 2025. Despite focusing on affordable footwear, the account registered $8.21K in MIV across two placements linked to Chanel—a curious data point that suggests their content occasionally brushes up against luxury conversations, likely through styling context or trend crossover. With an average potential reach of 807K on Xiaohongshu (RED), they’ve tapped into an audience seeking accessible fashion finds, proving that even commerce-driven accounts can generate measurable brand impact.

8. Chen Mo Xiao Hou Zi

• Tier: All-Star
• Total MIV (2025): $13.1M
• Top Brand by MIV: Chanel ($3.15M) 

Who they are:
Chen Mo Xiao Hou Zi has mastered the art of letting visuals do the talking. His Xiaohongshu (RED) feed reads like a carefully curated gallery, built around polished, high-fashion imagery and strong references to Western luxury. Brands such as Chanel and Saint Laurent appear less as products and more as elements within a broader aspirational world. Rather than leaning on heavy commentary or personal storytelling, he focuses on mood, styling and composition, creating an understated aesthetic that resonates with followers who connect with luxury through visuals and atmosphere.

Why they matter:
Chen Mo Xiao Hou Zi’s performance and reach highlights the power of visually-led luxury content on RED. With a high reach potential of 1.26M and strong brand concentration, his account shows how creators can generate significant impact through curated imagery alone, reinforcing the symbolic pull of heritage fashion houses in China’s influencer ecosystem.

9. FM宇

FM Yu

• Tier: Micro
• Total MIV (2025): $12.56M
• Top Brand by MIV: Burberry ($616K)

Who they are:
Originally trained as a law student, FM Yu later transitioned into fashion media and now also runs a PR consultancy. On Xiaohongshu (RED), his content centres on curated celebrity looks from major events, where he serves up sharp commentary and who-wore-what analysis on red carpet moments. Rather than official sponsorships, luxury brands appear organically in his content through his fashion critiques.

Why they matter:
Throughout 2025, FM Yu’s content generated $2.36M in MIV for multiple brands, with standout performance for Burberry ($616K across 48 placements), Balenciaga ($561K across 37 placements), Gucci ($556K across 31 placements) and Chanel ($505K across 50 placements). What’s particularly striking is his 6.07% engagement rate on Xiaohongshu (RED)—well above platform averages—proving his followers aren’t just passively scrolling but actively invested in his takes. For luxury brands looking to own the red carpet narrative in China, FM Yu is a Voice to know.

10. 蒲言延

Pu Yanyan

• Tier: Star
• Total MIV (2025): $12.35M
• Top Brand by MIV: Givenchy ($713K)

Who they are:
Pu Yanyan is a Chinese beauty creator known for her soft, ethereal aesthetic and refined makeup skills. She first rose to prominence after going viral at a Jay Park concert, where, wearing an eyepatch, her distinctive look and warm presence captured widespread attention. Since then, she has built a strong following by sharing makeup tutorials, product reviews and romantic, “atmospheric” beauty looks on Xiaohongshu (RED). More recently, she has begun transitioning into entertainment, starring in Chinese dramas and expanding her presence beyond social platforms.

Why they matter:
Pu Yanyan sits at the intersection of beauty influence and emerging celebrity. Her strong Xiaohongshu (RED) performance and high reach potential of 1.62M point to an audience that engages deeply with her content, positioning her as a powerful bridge between beauty discovery, aspirational branding and on-screen visibility.

Turning Influencer Insight Into Strategy

As these profiles show, success on Xiaohongshu (RED) isn’t driven by follower count alone. The creators generating the most impact span luxury, resale, beauty and commerce-led content, each playing a different role in the discovery and decision-making journey. What they have in common is measurable performance. 

For brands operating in China, the ability to analyze influencer impact—not just for your own campaigns, but across competitors and categories—is essential to refining a strategy that actually delivers results. Looking at data such as Media Impact Value, placement efficiency and platform-level performance helps brands identify which Voices drive awareness, consideration or conversion, and where budgets are best spent.

Want to learn more?

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