Worldwide beauty and skincare gamers, together with Neutrogena, Nivea and Dove are mentioned to be amongst those caught up in the crackdown, according to regional media reports, however Xiaohongshu declined to explicitly name the makes it has “banned” from its platform.

The ban seems to volume to a blocking of formal manufacturer accounts, lookups for the manufacturer names Neutrogena, Nivea and Dove in English and Chinese effects in an error concept that reads: “This brand is suspected of bogus marketing, and similar written content are not able to be shown”. Brand name flagship merchants on the system still seem to be up and managing, nonetheless.

BoF reached out to Neutrogena, Nivea and Dove for comment but did not obtain a reply prior to publication.

No particulars ended up provided in conditions of the nature of the content in query or how it contravened either system policies or Chinese marketing regulations. A assertion from Xiaohongshu supplied to BoF said only that an investigation had located the 29 brand names associated ended up applying “external intermediaries” to pay back a large quantity of users with goods and cash to “spread fake promoting content” on its platform.

“Xiaohongshu has been targeted by several brand names simply because of its track record as a trusted system for tips and evaluations,” the statement read through in element. “By cracking down on the brand names by themselves, Xiaohongshu’s newest motion contributes to tackling the root result in of this market-wide challenge of untrue marketing.”

When requested regardless of whether there was a route back on to the platform for “banned” brand names, Xiaohongshu declined to respond to.

The platform has come to be an more and more very important avenue for fashion and natural beauty makes to arrive at China’s Millennial and Gen-Z populace, youthful women in unique, who make up an believed 70 % of Xiaohongshu’s audience. They frequent the system for guidance, to discover new trends and goods and for way of life inspiration across a multitude of categories.

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