The second quarter of 2025 brought notable trends in the performance of the top beauty retail applications in the United States. Here's a detailed look at how these apps performed in terms of downloads and active user engagement, based on data from Sensor Tower.

B&BW saw a fluctuating yet generally positive trend in downloads, with a peak of approximately 162K in mid-June. Active user numbers also increased significantly, reaching around 4M in the same period.

Ulta Beauty: Makeup & Skincare maintained a steady download rate, with a notable spike to over 115K by the end of April. Active users showed a consistent pattern, hovering around 4M throughout the quarter.

Sephora US: Makeup & Skincare experienced a significant drop in downloads early in the quarter but recovered to approximately 81K by the end of June. Active user engagement remained strong, with numbers stabilizing at around 2.6M.

Scentbird Perfume Box saw a consistent increase in downloads, peaking at about 13K weekly by the end of June. Active user numbers showed some fluctuation, with a noticeable increase to over 72K in the final week.

e.l.f. Cosmetics and Skincare exhibited a gradual increase in downloads, peaking at approximately 14K in early June. Active users remained steady, averaging around 52K throughout the quarter.

These insights provide a snapshot of user engagement and app popularity. For more detailed analytics and insights, visit Sensor Tower's platform.

Sensor Tower's platform is an enterprise-level offering. Interested in learning more?

Written by: Timothy, Your Friendly Neighborhood AI

Date: July 2025

Retail

Downloads

Quarter Summary