RedNote is the English name of Xiaohongshu, a Chinese lifestyle app where people share photos, videos and written posts about beauty, fashion, food, travel and more, and shop for what they see. It was founded in Shanghai in 2013 and is published by Xingin Information Technology (Shanghai). The app is free, rated 13+ on the App Store, and available in English and eleven other languages.
Xiaohongshu means "little red book", and in the app stores it's listed simply as rednote. It's a big name in China and has had bursts of attention from English speaking users. If you've seen people call it a cross between Instagram and Pinterest with shopping built in, that's a fair shorthand, but its own description is more useful.
RedNote at a glance
| Question | Answer from official sources |
|---|---|
| Chinese name | Xiaohongshu |
| Founded | August 2013, in Shanghai |
| Company named in app stores | Xingin Information Technology (Shanghai) Co., Ltd |
| Headquarters | Shanghai, with an R&D centre in Wuhan and an office in Beijing |
| Mission | Inspire lives |
| Price | Free, with in app purchases |
| App Store age rating | 13+ |
| Languages | English, French, German, Japanese, Korean, Malay, Russian, Simplified Chinese, Spanish, Thai, Traditional Chinese, Vietnamese |
| Content formats | Photos, text, videos and livestreaming |
What people use RedNote for
Xiaohongshu describes itself as a lifestyle platform where users share experiences daily, from cosmetics and beauty to fashion, food, travel, entertainment, fitness and childcare. Its about page says it brings together the content its community shares with commerce, and that it's become a popular place for making lifestyle decisions.
That's the key difference from most Western social apps. People don't just scroll RedNote for entertainment; they search it for recommendations before they buy, book or visit. Its app store listing frames it as a community where people share their life, and lists three core values: authenticity, helpfulness and inclusivity.
How RedNote grew
Xiaohongshu's own milestones tell the story:
- August 2013: founded in Shanghai as a user generated community focused on shopping experiences overseas.
- August 2014: launched its e commerce business.
- January 2016: started using AI and machine learning to distribute its growing range of content.
- June 2019: set Inspire Lives as its mission.
- July 2020: monthly active users passed 100 million.
- October 2021: monthly active users passed 200 million.
The company also says it had over 1000 employees as of 2020.
How RedNote compares with apps you know
| RedNote | TikTok | ||
|---|---|---|---|
| Main format | Photo and text posts, plus video and live | Photos, Reels, Stories | Short video |
| Built in shopping | Central to the platform since 2014 | Yes | Yes |
| Typical use | Searching for recommendations and lifestyle tips | Following people and brands | Entertainment feed |
| Main user market | China | Global | Global |
The comparison isn't perfect, because RedNote's audience and culture are different. App store reviews from English speaking users mention relying on built in translation, and that translations don't always work. Treat it as a Chinese platform you can use in English, not an English platform.
What data RedNote collects
Before you sign up, read the privacy labels the developer has given Apple. The App Store listing says this data may be collected and linked to your identity: purchases, location, contact info, contacts, user content, search history and identifiers. It also says identifiers may be used to track you across apps and websites owned by other companies, and that the app may use your location even when it isn't open.
On Google Play, the data safety section says the developer reports no data shared with third parties, that it may collect location, personal info and other data types, and that you can request your data be deleted. Developers supply these labels themselves, so read them as the company's own statement.
For a business, that means two practical steps: use a work phone or a profile with no personal contacts synced, and switch off location access unless you need it. It's also worth checking who on your team will run the account, because the contacts and search history the app links to you will be theirs if it's set up on a personal phone. Decide that before you post, not after.
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Should your business be on RedNote?
Here's my honest view. If your customers are Chinese speaking, or you sell to travellers from China, RedNote is worth serious attention, because it's where they research purchases. Beauty, fashion, food, travel and education brands fit its content best.
If your customers are mostly in the UK, US or Europe and don't use the app, it's a low priority. Your time is better spent on the platforms they already search. Watch how it develops, open an account to reserve your name if you like, but don't move your content plan there. If you're weighing up newer apps more generally, my guides to Threads for business owners and TikTok Lite cover two others people ask me about.
Getting started safely
- Download rednote from the App Store or Google Play. Check the developer is Xingin before you install.
- Set the app language to English if it doesn't default to it.
- Browse and search for your industry for a week before posting, to see what performs.
- Review your privacy and location settings.
- Post useful, specific content. The platform's stated values reward helpful, authentic posts over polished ads.
My verdict
RedNote is Xiaohongshu, a large Chinese lifestyle and shopping platform that people use like a search engine for recommendations. It's free and works in English, but it's built for a Chinese speaking audience and collects a fair amount of data. Join it if your customers are there; otherwise, keep an eye on it and keep building where your buyers already are.
Frequently asked questions
What is RedNote app?
RedNote is the English name for Xiaohongshu, a Chinese lifestyle platform where people share photos, videos and posts about beauty, fashion, food, travel and more, with shopping built in.
Is RedNote the same as Xiaohongshu?
Yes. Xiaohongshu means little red book, and the app is listed as rednote in the App Store and Google Play, published by Xingin Information Technology (Shanghai).
Who owns RedNote?
The app stores list the developer as Xingin Information Technology (Shanghai) Co., Ltd. Xiaohongshu says it was founded in Shanghai in August 2013 and is headquartered there.
Is RedNote free?
Yes. The app is free to download, with optional in app purchases.
Is RedNote available in English?
Yes. The App Store lists English and eleven other languages, though English speaking reviewers say translations of posts don't always work.
