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Mounting uncertainty around TikTok’s future in the US, including reports of a possible standalone US version, has triggered a ripple effect across the beauty industry. Millions of users have flocked to Chinese lifestyle app Xiaohongshu, boosting the global visibility of Chinese cosmetics.
The Chinese-owned platform has until September 17 to sell its US operations or face a nationwide ban. With the deadline rapidly approaching, shifting user behavior has helped Chinese beauty brands gain traction among Western consumers, particularly through viral videos and influencer-led product reviews.
