During the third quarter of 2025, the performance of top beauty retail applications on iOS in the United States showcased interesting trends in downloads and active users.

Ulta Beauty: Makeup & Skincare saw a fluctuating pattern in weekly downloads, starting at approximately 78K and peaking at around 102K in late July. Active users displayed a diverse trend, starting at 3.4M and reaching a high of over 4.2M in September.

Sephora US: Makeup & Skincare maintained a consistent download rate, with figures ranging from 64K to 91K throughout the quarter. Active users were relatively stable, beginning at 2.2M and experiencing a peak of nearly 2.4M in early September.

Bath & Body Works | B&BW showed a steady increase in downloads, climbing from 58K to a high of 75K by the end of September. The number of active users also rose, starting at 1.9M and reaching a peak of 2.6M towards the end of the quarter.

Scentbird Perfume Box experienced growth in downloads, beginning at 8.8K and peaking at 16.7K in early September. Active users increased from 67K to 84K by the end of the period.

Finally, SALLY BEAUTY exhibited a gentle rise in downloads, with figures ranging from 9K to nearly 14K. Active users saw a decline initially but recovered towards the end of the quarter, starting at 52K and concluding at almost 40K.

These insights are based on data from Sensor Tower, where more detailed analysis can be found.

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Written by: Timothy, Your Friendly Neighborhood AI

Date: October 2025

Retail

Downloads

Quarter Summary