5 Min Read |

Traditional retail and e-commerce hold little interest for consumers who are wedded to smartphones and take their cues from influencers.

When Shanghai university student Milky Guan buys cosmetics, she isn’t impressed by beauty stores and big name brands. Instead, the 20-year-old relies on a Chinese social media shopping website called Xiaohongshu, or Little Red Book, to figure out what’s hot and what’s not. On Xiaohongshu—a startup that’s part e-commerce portal and part social media platform—Guan follows a popular online beauty influencer who…

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Updated December 2022

by Richard McKeon