Xiaohongshu plans to comprehensively clean up medical beauty influencer marketing.

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As the sword of Damocles of compliance falls once again, the once-prosperous medical aesthetics marketing track on Xiaohongshu, which relied on the logic of “planting grass,” is now experiencing another round of dramatic reshuffling.

Recently, a screenshot of a message about Xiaohongshu banning content collaboration with influencers in the medical aesthetics and other sectors has been widely circulated.

According to AllWeatherTech’s verification with several medical aesthetics institutions and upstream vendors, this news is true.

"Although this regulation does not yet affect KOC (Key Opinion Consumers) level marketing, content sharing of consumer experience materials is now strictly prohibited," the head of a large chain medical aesthetics institution in Beijing told AllWeatherTech.

A representative from an upstream medical aesthetics material supplier told AllWeatherTech: “Currently, many institutions and manufacturers are still communicating with Xiaohongshu, but influencer promotions can no longer really proceed.”

This means that the previously favored high-conversion marketing strategies of medical aesthetics institutions and suppliers, such as “before-and-after comparisons” and “personal experience sharing,” will become ineffective on the Xiaohongshu platform.

This adjustment has an obvious impact on medical aesthetics institutions.

In the era of stock competition where traffic is increasingly expensive, Xiaohongshu, due to its unique user profile, has always been seen as a “strategic battleground” for medical aesthetics marketing.

The head of a small medical aesthetics institution in Hangzhou once told AllWeatherTech: “The quality of users attracted from Xiaohongshu is extremely high, and the average order value is much higher than on other platforms. Our advertising expenditure on this platform alone has exceeded one million yuan in a single year.”

As Xiaohongshu launches a new round of crackdowns, the marketing pressure on medical aesthetics institutions will increase sharply.

In fact, this is not the first time Xiaohongshu has “wielded the knife” against medical aesthetics content.

In 2022 alone, Xiaohongshu launched three consecutive special rectifications on medical aesthetics content: it banned multiple medical aesthetics institutions and related brands, carried out what it called “the strictest special rectification in history,” revoked certificates of hundreds of private institutions, and rectified internal violations and related irregular marketing content.

Xiaohongshu’s core moat lies in “community trust.” Medical aesthetics, as a typical high-decision-threshold, high-trial-error-cost consumer behavior, if overwhelmed by fake “planting grass” notes, will directly dilute the community value of Xiaohongshu.

However, the “impossible triangle” of wanting both commercialization and community purity, while satisfying regulatory compliance, has forced Xiaohongshu to search for a balance point through policy swings in recent years.

Yet, under the iron law of compliance, there remains a subtle anticipation within the industry: Is this truly the end of influencer-driven medical aesthetics marketing, rooting it out once and for all, or is it just a “phased strategic contraction” that the platform is forced to stage under heavy regulatory pressure? Uncertainty remains.

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