China Internet

Xiaohongshu 小红书 Color Palette

Little Red Book — pure red, the most decisive brand in Chinese social commerce.

Xiaohongshu's identity is built on a single, uncompromising red (#FF2442). Where most lifestyle apps soften their primary hue with gradients or shades, Xiaohongshu uses pure red flat-fill across the icon, the share-sheet button, and every campaign — a confidence move that signals 'this is where shopping decisions get made'. The platform's pivot from cosmetics community to general lifestyle search has not changed the red.