Xiaohongshu Ad Creative Library: 30 High-Performing Ad Examples
Date Published
Table Of Contents
• Why Xiaohongshu Ad Creatives Are Different
• How to Use This Ad Creative Library
• Beauty & Skincare Ad Examples
• Fashion & Apparel Ad Examples
• Lifestyle & Home Ad Examples
• Travel & Hospitality Ad Examples
• Key Creative Patterns Across Top-Performing Ads
• How to Apply These Insights to Your Own Campaigns
If you've ever tried to run ads on Xiaohongshu and wondered why your creative isn't converting the way it should, you're not alone. Xiaohongshu — also known as RedNote or Little Red Book — is unlike any other platform in the world. It sits at the intersection of social media, search engine, and e-commerce, and its users have developed a sharp instinct for filtering out content that doesn't feel native to the platform. That means what works on Instagram, TikTok, or even WeChat won't automatically translate here.
This Xiaohongshu ad creative library is designed to change that. We've curated 30 high-performing ad examples across six major verticals — beauty, fashion, food and beverage, mother and baby, lifestyle and home, and travel — and broken down exactly what makes each one work. Whether you're launching your first paid campaign or optimizing an existing one, these real-world examples will give you a concrete creative framework grounded in what actually resonates with Xiaohongshu's 300+ million monthly active users.
Let's get into it.
Why Xiaohongshu Ad Creatives Are Different {#why-different}
Before diving into the examples, it's worth understanding what sets Xiaohongshu ad creative apart from what you'd produce for Western platforms. The platform's culture is built on authenticity and peer-to-peer discovery. Users come to Xiaohongshu the same way they'd ask a trusted friend for a recommendation — and they can tell immediately when content is trying too hard to sell them something.
This means the most effective Xiaohongshu ads don't look like ads at all. They look like organic notes (called "笔记" or biji) — soft-toned photography, handwritten-style text overlays, first-person voiceovers, and honest product reviews. The creative blends in with the feed while still driving measurable commercial outcomes. Understanding this cultural dynamic is the single most important insight you can apply before spending a single yuan on paid placement.
Another key distinction: Xiaohongshu users are highly search-driven. Many discover products by searching keywords the same way they'd use Google. This means your ad creative needs to work not just as an interruptive unit in the feed, but also as discoverable content tied to real search intent. Keyword relevance in captions, overlay text, and even image composition all play a role.
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How to Use This Ad Creative Library {#how-to-use}
This library is organized by vertical so you can quickly find examples most relevant to your category. For each cluster of examples, we break down the creative format, the strategic hook being used, and the specific elements that drive performance. Use this as both inspiration and a diagnostic tool — if your current creatives are missing these elements, that's a clear starting point for iteration.
For brands new to Xiaohongshu advertising, we recommend pairing these examples with AllXHS's industry-specific Xiaohongshu marketing strategies, which go deeper into the nuances of each vertical.
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Beauty & Skincare Ad Examples {#beauty-skincare}
Beauty is Xiaohongshu's single largest category, and the competition for attention is fierce. The ads that consistently outperform in this vertical share a few traits: they lead with a visible skin concern or transformation, they use close-up photography with warm, flattering lighting, and they frame the product as a discovery rather than a purchase.
Examples 1–5: Before-and-After Transformation Notes
These ads use a split-image format showing skin before and after product use. The most effective versions don't show dramatic, almost unbelievable changes — they show realistic, relatable improvements. A common creative choice is to use soft natural light on the "after" shot, which signals authenticity. The caption typically opens with a pain point ("I struggled with uneven skin tone for years...") before transitioning to the product reveal.
Examples 6–10: Ingredient Education Posts
Xiaohongshu users, especially in the beauty category, are highly ingredient-literate. Top-performing ads in this format take one hero ingredient — retinol, niacinamide, ceramide — and explain it simply, often using infographic-style text overlays on a clean white or pastel background. These perform exceptionally well in search results because they align directly with how users research products on the platform.
Examples 11–12: KOL-Style "Honest Review" Creatives
These ads are produced to look indistinguishable from organic influencer content. A creator speaks directly to camera, often in a casual home setting, sharing a genuine-sounding verdict on the product. The paid label is present (Chinese regulations require disclosure), but the creative framing keeps the authenticity intact. The key signal of quality here is imperfection — slightly unsteady framing, natural pauses in speech, and candid reactions.
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Fashion & Apparel Ad Examples {#fashion-apparel}
Fashion ads on Xiaohongshu thrive when they tap into two things: aspiration and practicality. Users want to see how a piece actually looks on a real body in a real setting, not just a polished studio shoot.
Examples 13–15: Outfit-of-the-Day (OOTD) Style Notes
The OOTD format is one of the most organically native ad styles on the platform. The creator styles an outfit, photographs it in an aesthetically compelling real-world location (a cafe, a city street, a park), and tags each item directly in the note. Ads using this format typically see higher save rates because users are using the content as a style reference they want to return to.
Examples 16–18: "How to Style" Multi-Image Carousels
These creatives show one hero piece styled three or four different ways — dressed up, dressed down, season-appropriate variations. The carousel format naturally drives multiple swipes, increasing time-on-ad and signaling strong engagement to the algorithm. The text overlay typically reads something like "One piece, 4 looks" to hook the swipe immediately.
Examples 19–20: Size Inclusivity and Fit Notes
A growing segment of high-performing fashion ads on Xiaohongshu focuses on fit transparency — showing the same item on multiple body types with honest commentary about sizing. This format builds significant trust and drives conversion because it reduces the purchase uncertainty that plagues apparel categories online.
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Food & Beverage Ad Examples {#food-beverage}
F&B ads on Xiaohongshu live and die by one thing: appetite appeal. But the platform's culture also rewards narrative — the story of where an ingredient came from, how a recipe was discovered, or why a product became part of someone's daily ritual.
Examples 21–22: Recipe Integration Ads
These ads embed a branded ingredient into a step-by-step recipe format. The product is never the focus of the visual; the finished dish is. This subtlety is intentional — Xiaohongshu users respond negatively to overt product placement, but they save recipe notes at extremely high rates. Brands that produce these well generate ongoing organic reach from a single ad unit.
Examples 23–24: "What I Eat in a Day" Lifestyle Integration
This format shows a branded product as one natural part of a broader, aspirational eating routine. The aesthetic is typically clean and slightly indulgent — a well-lit breakfast spread, a mid-afternoon snack with a beautifully made coffee. The product earns its place in the visual by fitting naturally into the lifestyle being portrayed.
Examples 25: Limited Edition or Regional Product Drops
Scarcity and exclusivity are powerful motivators on Xiaohongshu. Ads announcing limited-edition SKUs or regionally-specific products consistently generate high comment engagement as users tag friends and ask where to buy. The creative format is often simple — a clean product flat lay with a countdown or location reference in the copy.
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Mother & Baby Ad Examples {#mother-baby}
This is one of Xiaohongshu's fastest-growing verticals, driven by a highly engaged community of young Chinese parents who rely heavily on peer recommendations for purchasing decisions in this category.
Examples 26–27: Safety and Ingredient Transparency Ads
Parents on Xiaohongshu do their research. The highest-performing ads in the mother and baby category lead with safety credentials — certifications, ingredient lists, allergen transparency — presented in a clean, trustworthy visual format. These ads often use a muted, natural color palette (whites, soft greens, creams) to reinforce the safety and purity messaging.
Examples 28–29: Real Mom Testimonial Formats
Authentic parent testimonials, ideally featuring the actual child using or benefiting from the product, generate enormous trust in this vertical. The most effective versions include a moment of genuine parental emotion — relief, joy, pride — rather than a scripted endorsement. Imperfect video quality actually helps here; it signals that the content is real.
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Travel & Hospitality Ad Examples {#travel-hospitality}
Example 30: Destination Discovery Notes
Travel ads that perform best on Xiaohongshu don't look like advertisements at all — they look like travel diaries. A first-person narrative structure, gorgeous location photography, practical tips, and an honest account of the experience all combine to create content that users actively save and share. Hotels and destinations that commission this style of content from travelers (rather than traditional media production teams) consistently see stronger engagement and conversion.
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Key Creative Patterns Across Top-Performing Ads {#key-patterns}
After reviewing all 30 examples across these verticals, several creative principles emerge consistently:
• Native-first aesthetics: The most effective ads visually match the organic feed. Overly polished, high-production-value visuals often underperform compared to content that looks like it was created by a real user.
• Problem-solution framing: Leading with a relatable pain point before introducing the product is a reliable structure across all categories.
• High save-rate hooks: Content designed to be saved — recipes, outfit guides, ingredient explainers, travel itineraries — generates compounding reach because saves signal strong intent to the Xiaohongshu algorithm.
• Search-optimized copy: Including relevant keywords naturally in both the note title and caption improves discoverability beyond the initial paid placement window.
• Transparent but soft disclosure: Chinese regulations require paid content disclosure, but top-performing brands integrate this without making it the visual focus.
For deeper strategic frameworks across specific industries, explore AllXHS's industry-specific Xiaohongshu marketing strategies — including dedicated playbooks for beauty, fashion, F&B, and more.
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How to Apply These Insights to Your Own Campaigns {#apply-insights}
The goal of this ad creative library isn't just inspiration — it's actionable pattern recognition. Start by identifying which of the formats above map most naturally to your product category and your brand's existing content capabilities. If you have access to authentic user testimonials, the KOL-style honest review format is a low-barrier entry point. If your product has a strong ingredient or safety story, the education-led formats give you a clear creative brief.
From there, test multiple formats simultaneously rather than committing your full budget to a single creative approach. Xiaohongshu's advertising ecosystem rewards iteration — the platform's algorithm surfaces creative that earns genuine engagement, which means small-scale testing with fast creative cycles is more effective than large-budget single-format pushes.
For international brands building their Xiaohongshu presence from the ground up, AllXHS's free resources include ready-to-use templates, data-driven reports, and platform-specific guides that make this process significantly more efficient. And if you're looking for hands-on support in developing and executing a paid creative strategy, our expert Xiaohongshu marketing services team works directly with brands across 20+ verticals to build campaigns built for the platform's unique dynamics.
Final Thoughts
Xiaohongshu advertising rewards brands that take the time to understand the platform's culture before they start spending. The 30 ad creative examples in this library represent a cross-section of what actually works — not theoretical best practices, but real creative patterns drawn from high-performing campaigns across the platform's most competitive verticals.
The common thread running through all of them is trust. Xiaohongshu users are sophisticated, research-driven, and deeply skeptical of traditional advertising. The brands that win on this platform are the ones that earn their place in the feed by creating content that genuinely informs, entertains, or solves a problem — with the commercial message woven in naturally, not bolted on.
Use this library as a living reference. Return to it as you test new formats, enter new product categories, or scale your Xiaohongshu advertising investment. And remember: the best creative insight comes from the platform itself — spend time on Xiaohongshu as a user, observe what gets shared and saved, and let that inform every brief you write.
Ready to Build Your Xiaohongshu Ad Strategy?
AllXHS is the #1 English-language resource hub for international brands marketing on Xiaohongshu. Whether you need data-driven industry reports, expert consultation, or a full creative strategy built for the platform, our team is here to help.