In August, Cass Data observed that two home lifestyle creators, @西柚与婷婷 and @木梓蓝, entered the TOP 20 of the fan growth chart on Xiaohongshu(Rednote), one of China’s largest new media platforms, each gaining over 250,000 followers in a single month. In September, @文武斌 (Home Renovation Pitfall Avoidance Edition) also made the list with a monthly gain of over 180,000 followers. Looking further back, over the past year or two, various home lifestyle creators with distinct styles have frequently emerged in short periods, capturing the attention of numerous Xiaohongshu(Rednote) users.
According to Qianjia Data, from January to May 2025, the home lifestyle industry on Xiaohongshu saw average monthly estimated interactions for grassroots content exceed 300 million, with the number of commercial notes growing by over 45%, and average monthly estimated interactions surpassing 10 million. Among these, the topic #Soft Furnishing Matching alone garnered over 1 billion views.
As content flourishes and creators rise prominently, the commercial monetization potential within Xiaohongshu’s home lifestyle sector is also remarkable. Beyond frequent advertising collaborations with brands, many creators have achieved significant commercial leaps through live-streaming e-commerce.
Why is the home lifestyle sector experiencing such strong growth on Xiaohongshu? And how much opportunity still lies hidden within this niche?
Diversified Content: The Rise of Home Lifestyle Creators on Xiaohongshu(Rednote)
On Xiaohongshu, numerous topics tagged with “home” and related extensions almost universally boast billions, or even tens of billions, of views. For instance, #Home Aesthetics has 8.37 billion views, #Soft Furnishing Matching has 8.15 billion views, and #My Renovation Diary reaches a staggering 18.33 billion views. Beneath these massive view counts lies the rapid emergence of diverse home lifestyle creators.
The creators @西柚与婷婷 and @木梓蓝, who appeared on the August fan growth chart with gains of over 250,000 followers each, both follow a practical renovation approach.
@西柚与婷婷 initially built her presence by sharing her renovation daily life and knowledge under the persona of a “flight attendant who quit her job,” posting content like “Before and after minimalist style rough apartment renovation,” “Guide to avoiding pitfalls with wall sockets,” and “A full tour of a 140 sqm home.” However, her traffic was initially unstable. Later, she continued updating with videos on simple, easy-to-replicate DIY home item transformations, such as making网红 grape soap for 15 yuan or achieving smart home functions with inexpensive items. These related videos garnered tens of thousands of likes each.
On October 3rd, the creator posted a compilation video of various handmade DIY projects. In the video, a cheap medical trash bin was instantly transformed into a cute cartoon-style bin using car stickers; a baby play mat paired with a sofa blanket rivaled a thousand-yuan removable and washable carpet; blue and white porcelain pieces and solid wood were assembled into a Chinese-style small side table… This video, full of imaginative home object transformations, not only received 530,000 likes but also drove rapid follower growth for the account.
@木梓蓝 focuses on “lazy home design.” For example, using a spring cord and a smart socket to modify a drawer, enabling automatic power-on when the drawer is opened, cleverly solving the problem of “being too lazy to plug in the hair dryer”; using a window pusher and slide rail to DIY an automatic shoe drawer, linked with smart home devices for easy shoe changing upon entering the home. Her published “Lazy Design” compilation video also received over 510,000 likes.
@木梓蓝 and @西柚与婷婷 focus on “light renovations”leaning towards emotional/functional aspects like home decor and smart design. Their content is simple and easy to learn, allowing ordinary people to replicate good results at low cost. Beyond this approach, various other home lifestyle creators are also rising strongly on Xiaohongshu, targeting different audiences with different positioning and content formats.
For instance, within the practical tutorial & informative content niche that provides “how-to” guidance, beyond @木梓蓝 and @西柚与婷婷, we can see more content models:
@文武斌 (Home Renovation Pitfall Avoidance Edition) focuses on helping users avoid “pitfalls” they might encounter during renovation or daily life, presenting this know-how through skits where he plays multiple roles. His “industry insider” identity combined with entertaining content has helped him accumulate 820,000 followers.
Some creators choose to start from specific demographics to create differentiated practical content. For example, home creator @宋礼花, who previously entered Xiaohongshu’s April TOP 20 fan growth chart with a 200,000 monthly follower increase, precisely targets the vertical audience of “women living alone.” She addresses their specific living pain points and aesthetic needs by proposing the innovative renovation concept of “female-adapted design” and building her content around it. For instance, when renovating her kitchen, she considered factors like female height, physical strength, and usage habits to propose a series of female-friendly designs, making the new kitchen more convenient and safe compared to traditional layouts. She also designs foot-soaking spaces in bathrooms with pre-installed plumbing based on female users’ needs. Such differentiated and highly referential content positioning successfully attracts her target audience’s attention and emotional resonance.
@真真真ing, with nearly 900,000 followers, has carved out an even more niche area – specializing in space planning. She primarily outputs content related to storage planning and storage cabinet design in intuitive video formats, providing users with practical storage methods for various home spaces like wardrobes, laundry areas, sideboards, and shoe cabinets, solving users’ storage pain points and thus gaining significant attention.
Beyond practical tutorials & informative content, Cass observes that Xiaohongshu’s home lifestyle sector roughly includes the following other content types:
Product Sharing & Review Content: This type tightly aligns with users’ core demands for “pitfall avoidance” and “being inspired,” recommending home products suitable for different scenarios and needs. For example, @野生柒, leveraging her highly designed home, recommends various practical items including kitchen gadgets, bathroom finds, and smart home tech for her users. Her follower count has now reached 780,000. Within this category, some creators take a unique path, attracting user attention through unconventional home product recommendations. Like @喜老登, who recommends uniquely fun and novel items, strongly piquing users’ curiosity. This account now has 410,000 followers.
Scene Makeover & Space Optimization Content: Creating visual impact and emotional resonance through before-and-after comparisons.
For example, @在逃许师傅 specializes in extreme home makeovers, documenting his process of radically transforming various houses. In videos compressed into just a few minutes through editing and time-lapse, users can witness spaces go from messy and poorly designed to clean, tidy, and full of design sense. The process provides practical reference and also has a stress-relieving, therapeutic effect.
Some creators fully document their entire process from a rough empty shell to a finished renovation, attracting sustained user followership through a “progress diary” narrative mode and building a strong sense of companionship and trust. For example, @奔奔装修日记 documents his process from hard furnishing to soft furnishing, simultaneously sharing renovation tips. His follower count has reached 276,000.
Additionally, creators like @大鱼小昊日常 and @郭阿姨 (Post-90s Cleaner) focus on decluttering and minimalist transformations. They excel at organization, turning originally messy, cluttered rooms into exceptionally tidy spaces. Their videos not only provide a strong sense of stress relief but also convey a minimalist lifestyle philosophy.
Style Aesthetics & Ambiance Creation Content: This type centers on style showcases, focusing on demonstrating different home style examples and aesthetic references. Relevant creators provide replicable aesthetic templates through the systematic presentation of color schemes, furniture pairing, and soft furnishings. Some creators further upgrade their content by deeply integrating the home space with lifestyle and personal philosophy, emphasizing the interaction and emotional connection between people and space.
For example, @狒狒, with 950,000 followers, not only showcases her dreamy garden old house but also conveys a “living life like a movie” philosophy by recording her refined and meticulous daily life, evoking longing in many users.
Growing Followers and Revenue Simultaneously
While rapidly gaining traffic, Xiaohongshu home lifestyle creators are also demonstrating strong revenue generation capabilities. Especially as Xiaohongshu elevates e-commerce to a strategic position, the home lifestyle sector is accelerating its transformation from a content field to a transaction field, and creators’ monetization models have consequently become more mature and diverse.
Currently, advertising collaborations remain the most direct income source for most home lifestyle creators. The immersive, authentic scenes in home content are naturally compatible with diverse product categories, from small items like几十-yuan storage boxes and plants to large items like ten-thousand-yuan sofas, mattresses, and even whole-house customization services. These can be naturally integrated into the content, are less likely to cause user aversion, and can be more persuasive and credible, making them highly favored by brands.
According to Cass observations, most of the home creator cases mentioned above frequently show signs of brand collaborations in their published works. @在逃许师傅 received collaboration offers from brands after posting just four videos. Observing her last 10 published works, 7 involved brand collaborations.
Notably, even creators with fewer than 10,000 followers can have promising monetization prospects. For example, @南生的小生活, when she had only 8,000 followers, could charge 2,000 yuan per image-based ad post, with total backend income from the蒲公英 platform exceeding 25,000 yuan. @奔奔装修日记 also once revealed in a note that just three months after posting renovation videos, she received many collaboration inquiries from brands, including product exchanges and fees.
Beyond advertising, Xiaohongshu’s focus on live-streaming e-commerce has opened new monetization paths for home creators. Due to the high level of trust and purchasing power associated with home content, even high-priced furniture and appliances can be effectively converted in live streams.
For example, as early as 2023, @一颗KK, a soft furnishing designer with then only 230,000 followers dedicated to making homes more beautiful, achieved a single live stream GMV of 20 million yuan. The products she recommended were mostly niche furniture brands with high prices, yet many users were willing to buy them. This year, @一颗KK, now with 813,000 followers, saw her GMV exceed 63 million yuan in her first Xiaohongshu Double 11 live stream, setting a personal record for a buyer.
@杏仁, deeply involved in the home sector for years, achieved a single-session GMV exceeding 3 million yuan during her first live stream on Xiaohongshu in January last year. Subsequently, during the 2024 618 period, her single-session GMV exceeded 7 million yuan, with sales for a single brand surpassing 2 million yuan.
@扣子的生活美学 livestreamed 16 times in August last year, mostly brand-specific sessions, with the highest single-session transaction volume breaking 1 million yuan – at a time when she had only 80,000 followers.
Besides these two common monetization methods, some creators like @五金少女 monetize by accepting studio commissions and directing traffic from short videos to their Taobao stores. Most tools or items used in their works come from specific stores, providing users with a “shortcut” to purchase the same items. Creators like @大鱼小昊日常, who focus on decluttering transformations, besides advertising, also perfect their monetization path by directing traffic via short videos and offering “organization and renovation” services to offline clients.
Furthermore, some “industry insiders,” seeing the potential of the home sector, have launched related paid knowledge courses or mentoring services to attract ordinary users interested in this niche.
Overall, whether through ads, live streams, traffic referral, or selling materials, the essence is a trust-based business model. For creators intending to capitalize in this sector, the key lies in finding the optimal combination of their professional content and market demand, and building a matching, sustainable monetization loop.
How Much Potential Remains in Xiaohongshu’s Home Lifestyle Sector?
The rise of home lifestyle creators on Xiaohongshu is no accident.
From the perspective of overall user demand, contemporary expectations for “home” extend beyond basic living needs to include higher-level, more diverse functional requirements and complex emotional needs. This cognitive shift has consequently fueled strong content demand, providing fertile ground for the rise of various home content types.
On one hand, renovation and home decoration are typical high-investment, high-information-asymmetry fields. Home creators, through their experience or expertise, provide practical know-how and pitfall avoidance guides that significantly reduce users’ learning costs and decision-making anxiety.
On the other hand, home content also offers significant therapeutic and companionship value. When a disorderly space becomes organized, tidy, and aesthetically pleasing through tidying and renovation; when a previously unremarkable space is revitalized through ingenious design or organization, the process itself is like visual ASMR. It is not only highly referential but also provides users with a great sense of stress relief and satisfaction.
Additionally, the natural fit between Xiaohongshu and the home lifestyle sector has fueled the further explosion of home content.
Firstly, as a community focused on lifestyle sharing, home content is inherently a key life scenario highly aligned with its community ethos. The platform’s “inspiration – deeper connection” community DNA precisely matches the long decision-cycle characteristic of home-related consumption – Xiaohongshu’s home and lifestyle industry platform expert stated that 89% of users search Xiaohongshu for guides before purchasing home products, and Xiaohongshu is the preferred platform for 66.6% of users to find references/guides. Many users habitually fulfill their full-chain needs – from pre-renovation inspiration gathering, to detail confirmation during construction, to post-move-in soft furnishing matching – through Xiaohongshu’s images and short videos.
Secondly, over 70% of Xiaohongshu users are female, and over 66% are from Tier 1 and New Tier 1 cities. They not only have high requirements for life quality but also possess considerable purchasing power, accurately matching the main consumer demographic for home products.
The core of growth in the home sector always is “understanding the user.” Based on the current landscape, Cass believes that Xiaohongshu’s home lifestyle sector is not yet saturated. Seizing unmet niche demands, starting from functional, experiential, or aesthetic and emotional aspects, and conducting deeper exploration of demographics and scenarios to enrich content formats, can still find new growth space within the sector.
