10 Selected XHS KOLs for Beauty Campaign Planning (2026)

10 hours ago
7 min read

Introduction

Beauty and skincare are among the most competitive and highest-converting categories on Xiaohongshu (XHS / 小紅書). The platform's "種草" (product-seeding) culture — where users discover, save and buy products based on authentic recommendations — was in many ways defined by beauty content. For beauty brands launching or scaling in Hong Kong, Greater China and Asia, the right XHS KOL can shorten the path from awareness to purchase intent.

This is a curated reference list of ten Xiaohongshu beauty creators worth considering for campaign planning, plus a framework for choosing, briefing and measuring them. It is not an absolute "best" ranking. Creators were selected based on public visibility, content relevance, brand-fit potential, audience-trust signals and suitability for Hong Kong / Greater China / Asia-facing campaigns. Where an exact follower or engagement figure could not be verified, we note that publicly visible data may change frequently and should be checked before outreach.

Why XHS Matters for Beauty Brands

Beauty buyers use XHS as a review-and-tutorial engine: swatches, before/after looks, ingredient breakdowns, "跟練" (follow-along) tutorials and honest empties. This makes it uniquely effective for demonstrating product benefits and building trust. For Hong Kong and Asia-facing brands, XHS beauty content also travels — a strong tutorial can drive both online conversion and offline counter visits, and can be repurposed across paid social and e-commerce.

Selection Methodology

This is a reference shortlist, not a mathematically exact ranking. Creators were considered across eight factors: relevance to beauty; content quality and consistency; audience trust and engagement signals; suitability for brand collaboration; public visibility and discoverability on XHS search; cross-platform presence where available; brand-safety risk level; and potential fit for Hong Kong / Greater China / Asia-facing campaigns. We avoid presenting exact composite scores because public metrics shift.

The 10 XHS Beauty KOLs

1. 姜乘澜 (XHS ID: 9689947251)

XHS page: View on Xiaohongshu →
Category Fit: High-reach makeup creator; one of the most visible beauty KOLs surfaced in XHS search.
Main Content Themes: Makeup tutorials, "跟練" follow-along looks, everyday and trend-led makeup.
Why Brands May Consider This KOL: Very large publicly visible following (~3.53M on 3 Jul 2026) and strong search presence for beauty tutorials.
Suitable Campaign Types: Product launches, tutorial integrations, "種草" seeding, trend-led looks.
Potential Brand Fit: Colour cosmetics, base makeup, tools, mass-to-masstige brands.
Things to Check Before Outreach: Current engagement rate relative to reach, ad-load, audience geography and rate card.
Public Source Notes: XHS user search ("美妆博主"), observed 3 Jul 2026; follower ~353.6万; 18 notes. Data may change frequently.

2. 程十安 (XHS-surfaced top beauty creator)

XHS page: View on Xiaohongshu →
Category Fit: Widely recognised beauty/makeup creator, surfaced by XHS as a recommended creator for "美妆博主".
Main Content Themes: Makeup and beauty education, look tutorials.
Why Brands May Consider This KOL: Strong name recognition in the beauty niche and repeated XHS surfacing.
Suitable Campaign Types: Education-led product integrations, launches, tutorials.
Potential Brand Fit: Colour cosmetics, skincare-adjacent beauty.
Things to Check Before Outreach: Verify the exact official account handle and current follower/engagement data directly on XHS before contact.
Public Source Notes: XHS recommended-creator chip for "美妆博主", observed 3 Jul 2026. Data may change frequently.

3. 秋鱼 (XHS-surfaced top beauty creator)

XHS page: View on Xiaohongshu →
Category Fit: Beauty creator surfaced by XHS as a recommended creator for "美妆博主".
Main Content Themes: Makeup looks and tutorials.
Why Brands May Consider This KOL: Repeated XHS surfacing signals discoverability and category relevance.
Suitable Campaign Types: Look-led product features, seeding, tutorials.
Potential Brand Fit: Colour cosmetics, base makeup.
Things to Check Before Outreach: Confirm exact handle, follower size, engagement quality and brand-safety history.
Public Source Notes: XHS recommended-creator chip for "美妆博主", observed 3 Jul 2026. Data may change frequently.

4. 干货妈妈 (XHS ID: qxwzdl)

XHS page: View on Xiaohongshu →
Category Fit: Beauty creator (self-described in the makeup/cos space).
Main Content Themes: Makeup tips and "干货" (practical how-to) content.
Why Brands May Consider This KOL: ~159k publicly shown followers with a practical, tutorial-led tone.
Suitable Campaign Types: How-to product integrations, technique-led seeding.
Potential Brand Fit: Tools, base makeup, problem-solving skincare/makeup.
Things to Check Before Outreach: Audience demographics and whether the niche matches your product.
Public Source Notes: XHS user search, observed 3 Jul 2026; follower ~15.9万; 152 notes. Data may change frequently.

5. 玉鱼子 (XHS-surfaced top note author)

XHS page: View on Xiaohongshu →
Category Fit: Makeup creator with high-engagement tutorial notes at the top of "美妆" search.
Main Content Themes: Detailed makeup and hairstyle tutorials.
Why Brands May Consider This KOL: High engagement on tutorial content (a top note observed at ~106k likes).
Suitable Campaign Types: Long-form tutorials, technique-led product integrations.
Potential Brand Fit: Colour cosmetics, tools, styling-adjacent products.
Things to Check Before Outreach: Confirm account handle, follower size and average (not peak) engagement.
Public Source Notes: Top note author for "美妆" search, observed 3 Jul 2026. Follower not confirmed — data may change frequently.

6. 煎饼 (XHS-surfaced top note author)

XHS page: View on Xiaohongshu →
Category Fit: Makeup tutorial creator with strong "跟練" (follow-along) content.
Main Content Themes: Follow-along makeup, K-beauty-inspired and everyday looks.
Why Brands May Consider This KOL: Multiple high-engagement tutorial notes observed (e.g., ~260k and ~141k likes).
Suitable Campaign Types: Follow-along product tutorials, trend looks, launches.
Potential Brand Fit: Colour cosmetics, base makeup, tools.
Things to Check Before Outreach: Confirm handle and whether high-engagement posts are organic or sponsored.
Public Source Notes: Top note author for "美妆", observed 3 Jul 2026. Data may change frequently.

7. Kiwi猕桃 (XHS-surfaced note author)

XHS page: View on Xiaohongshu →
Category Fit: Makeup creator noting "无广" (non-sponsored) content in observed posts.
Main Content Themes: Natural, "clean-look" makeup tutorials.
Why Brands May Consider This KOL: A no-ads content signal can indicate audience trust (verify current ad policy).
Suitable Campaign Types: Credibility-led reviews, natural-look product integrations.
Potential Brand Fit: Skincare-led makeup, "clean"/natural beauty.
Things to Check Before Outreach: Whether the creator accepts brand collaborations and on what terms.
Public Source Notes: Note author for "美妆", observed 3 Jul 2026 (~58k likes on a note). Data may change frequently.

8. 美妆博主奇奇 (XHS ID: 5321505624)

XHS page: View on Xiaohongshu →
Category Fit: Mid-tier beauty creator.
Main Content Themes: Makeup content and product-led notes.
Why Brands May Consider This KOL: ~87k publicly shown followers — a mid-tier option for cost-efficient seeding.
Suitable Campaign Types: Product seeding, review integrations, batch micro-KOL activations.
Potential Brand Fit: Mass and emerging beauty brands.
Things to Check Before Outreach: Engagement authenticity and content-quality consistency.
Public Source Notes: XHS user search, observed 3 Jul 2026; follower ~8.7万; 113 notes. Data may change frequently.

9. 美妆博主甜饼 (XHS ID: 9687488473)

XHS page: View on Xiaohongshu →
Category Fit: Mid-tier beauty creator.
Main Content Themes: Makeup and beauty product content.
Why Brands May Consider This KOL: ~89k publicly shown followers with steady output (174 notes).
Suitable Campaign Types: Seeding, review series, always-on micro-KOL content.
Potential Brand Fit: Mass beauty, colour cosmetics.
Things to Check Before Outreach: Audience overlap with your target and posting cadence.
Public Source Notes: XHS user search, observed 3 Jul 2026; follower ~8.9万; 174 notes. Data may change frequently.

10. 美妆博主羊羊 (XHS ID: 2393775331)

XHS page: View on Xiaohongshu →
Category Fit: Mid-tier beauty creator with a low note count.
Main Content Themes: Makeup content.
Why Brands May Consider This KOL: ~93k publicly shown followers with only 28 notes — potentially high per-post reach; verify.
Suitable Campaign Types: Focused launches, selective seeding.
Potential Brand Fit: Emerging beauty brands seeking selective placements.
Things to Check Before Outreach: Whether low output reflects selectivity or inactivity; check recency.
Public Source Notes: XHS user search, observed 3 Jul 2026; follower ~9.3万; 28 notes. Data may change frequently.

How Brands Should Choose the Right XHS Beauty KOL

Match audience fit and skin-tone/demographic relevance first, then content style (does their aesthetic match your product?), and brand safety (no misleading efficacy claims that could create compliance risk). Weigh budget fit, campaign objective (awareness vs. conversion) and past collaboration style. Confirm content capabilities: video tutorials, photo swatches, livestream selling, honest reviews or counter/store visits. For skincare specifically, avoid creators who make exaggerated medical-style claims.

How to reach a creator: XHS routes brand collaborations through its official creator marketplace, 蒲公英 (Pugongying). Creators who accept partnerships show a 合作 (cooperation) button on their profile — this is the compliant way to make contact. Personal contact details are rarely public and should not be assumed.

Common Mistakes When Choosing XHS Beauty KOLs

Choosing by follower count alone; ignoring whether content tone matches your brand; not screening for fake engagement; unclear briefs; no tracking links, promo codes or landing pages; skipping usage-rights agreements; and weak compliance review — the last is critical in beauty, where efficacy and ingredient claims can carry regulatory risk.

How Allua Tech Can Help

Allua Tech can help you shortlist suitable beauty KOLs against your objectives, design the campaign strategy, prepare compliant KOL briefs, manage outreach, build landing pages, support SEO / SEM and social amplification, track performance, and repurpose KOL content into blogs, ads and social posts.

Call to Action

Planning a Xiaohongshu beauty campaign? Allua Tech can help you shortlist suitable KOLs, design the campaign structure, and turn creator content into measurable business results. Contact Allua Tech to get started.

FAQ

How do I choose the right XHS beauty KOL? Prioritise audience fit, content aesthetic and brand safety over follower count. Confirm they can produce the format you need and that any product claims stay compliant.

How much does XHS beauty KOL marketing cost? Rates vary by follower size, format and exclusivity and are not publicly fixed. Request a current rate card and align budget to your objective.

Is Xiaohongshu suitable for Hong Kong beauty brands? Yes — XHS is a leading beauty-discovery platform for Chinese-speaking audiences in Hong Kong and across Asia.

Should beauty brands work with micro KOLs or top KOLs? Both. Top KOLs build reach and credibility; micro KOLs deliver niche trust and cost-efficient volume.

How can I measure XHS beauty campaign performance? Use tracking links, promo codes, landing pages and platform analytics, and agree KPIs (saves, engagement, click-throughs, sales) before launch.