Direct Answer
makeup can be evaluated as an accessible category, but the brand still needs to align the entity, authorization chain, product category and advertising-region documents before professional account verification or ad account setup.
For overseas entities, Xiaohongshu treats the category path as invitation-led or qualification-sensitive. A brand should not assume a fully self-serve route; final approval always depends on platform review.
Category Status
| Industry | Sub-category | Non-mainland targeting | Mainland and non-mainland targeting |
|---|---|---|---|
| Beauty and personal care | makeup | Accessible after document review and platform-side invitation or confirmation. | Accessible after document review and platform-side invitation or confirmation. |
Documents And Review Points
- Overseas company registration proof and the entity name used for the account.
- Trademark, brand authorization chain, official website, store or product pages.
- Product category description, advertising region and claim boundaries.
- Extra import, inspection, label or quality documents if the campaign targets mainland China.
Common Rejection Risks
- The entity name, brand name, account name and product category do not match.
- The page or store used for review is not accessible, incomplete or not aligned with the submitted category.
- The ad copy makes medical, health, investment, guarantee or sensitive efficacy claims.
- The brand submits as a normal category even though the industry needs invitation, whitelist access or additional qualification review.
Recommended Path
- Run an entity and category access check before creating the submission package.
- Prepare professional account materials first, then decide whether ad account setup or special approval should happen next.
- Build the first Xiaohongshu content plan around category education, search keywords and conversion questions.
- Review documents and claims again before paid media, KOL/KOC seeding or store traffic activation.
Useful Internal Links
- Professional account verification
- Overseas ad account setup
- Industry qualification and special approval
- Account operation agency
- face care
- fragrance
- scalp care
FAQ
Can overseas makeup brands open Xiaohongshu accounts directly?
Not automatically. The category may be accessible, but overseas entities still need category review, document preparation and platform confirmation.
Is professional account verification enough for advertising?
No. Verification proves brand identity; advertising still depends on advertiser review, category access and landing-path compliance.
Can Muxiang guarantee approval?
No agency should guarantee platform approval. Muxiang helps diagnose the path, prepare documents and reduce avoidable rejections.