Beauty and personal care on Xiaohongshu peaks at over 100 million searches a day and averages over 50 million.
The source is a report that Qiangua Data (千瓜数据), a Xiaohongshu analytics service, published on its website on June 24, 2026: the 2026 H1 Beauty & Personal Care Seeding Trends Report (Xiaohongshu). Only 9 of its 23 pages are public, as images, and this article uses only figures read directly from those pages. The report draws on Qiangua’s sample of creator notes (mainly accounts with 5,000+ followers) from January 1 to May 10, 2026, and cites search data from Xiaohongshu’s official 2025 Beauty & Personal Care Search Guide (January–November 2025).
1. Use situations appear in beauty searches
Beauty and personal care on Xiaohongshu peaks at over 100 million searches a day and averages over 50 million. Category terms make up 44% of that, while searches for need- and situation-based terms grew 48%+ (p.5). The report’s examples are “commute sunscreen” (通勤防晒) and “seasonal-change repair” (换季修护). Users bring situation-specific questions to search and then engage deeply with what they find.
Hot searches from January to May 2026 also featured situations such as 早八 (the 8 a.m. start), 通勤美甲 (commute-friendly nails) and 演唱会 (concerts), alongside skin conditions such as sensitive skin, olive skin (橄榄皮) and dark skin (p.9). Urban Gen Z is the largest group among active users (12.82%), followed by urban blue-collar (9.63%) and white-collar workers (7.54%) (p.6).
2. The report features comfort and self-expression in beauty content
The report ties beauty spending to three feelings: joy, security and vitality. It splits demand into a “soothing” type (疗愈型), which uses soft colors and textures to calm, and a “releasing” type (释放型), which uses bold colors and unusual elements to express emotion (p.11).
| Topic / case | Growth | Metric and period |
|---|---|---|
| #维纳斯带 (sunset blue-pink-purple makeup) | +655% | Engagement, last 30 days |
| #气味多巴胺 (“dopamine” scents) | +305% | Engagement, last 90 days |
| #波点艺术妆 (polka-dot art makeup) | +54% | Likes, last 7 days |
| Proya (珀莱雅) “Energy” line | +115% | Note count vs. prior period (Apr–May 2026) |
| Lancôme lip glaze shade 706 “纯粹欢愉” (pure joy) | +42% | Engagement vs. prior period (Feb 2026) |
3. Makeup that brings out natural features
Notes using the keyword 原生 (enhancing natural features) grew more than 110%, with 妈生 (“born with it”) up 45%+ and 还原 (recreating a natural appearance) up 52%+ (p.13). The report stresses this is not bare-faced makeup but makeup that “keeps features and refines texture”: light base, brushed-up brows, healthy color, and looks that brighten single-lidded eyes instead of hiding them.
Brand cases point the same way. MAC’s “no-filter swatch” content lifted likes 50%+ over the prior period in the two months after launch. NARS pitched a setting powder tuned for yellow undertones, and “natural” made the top 10 comment terms. False-lash brand 心愿先生 highlighted its fit for single and puffy eyelids (p.14).
4. Engagement rose for repair-related keyword combinations
Among the top 1,000 beauty keywords, the fastest-growing in engagement were mostly 修护 (repair/soothing) combinations: repair + whitening 240%+, skin repair 228%+, scalp repair 209%+, and relief for dryness and itching 182%+. “Soothing sensitive skin” (舒缓敏感), “fast repair” (快速修护) and “care for sudden skin discomfort” (急救维稳) entered the list as new keywords (p.15).
- Repair is moving beyond the face to scalp, hair and body.
- Speed now matters. On top of gentle repair, the report names fast relief and convenience in urgent situations as the key competitive edge.
- The public version is partial. Only 9 of 23 pages are online; the marketing recommendations (p.18) and the repair brand cases (p.16), among others, are missing.
Source: Qiangua Data · 2026上半年「美妆个护」种草趋势报告 (public web version, 9 of 23 pages)
Source and scope
This article summarizes the cited public source. Company disclosures, survey responses and estimates retain their original scope. It does not establish results for an individual brand or reproduce a completed product or service test. Read the source