In the third quarter of 2025, the performance of top beauty retail apps on a unified platform in the United States showcased diverse trends in downloads and active users, based on data from Sensor Tower.

B&BW saw a notable increase in weekly downloads, peaking at approximately 108K in late August and again at the end of September. Active users followed a similar trend, rising from around 2.7M at the start of the quarter to over 3.7M by the end.

Ulta Beauty: Makeup & Skincare maintained a strong presence with downloads fluctuating, reaching a high of 122K in mid-July. Active users showed variability, peaking at about 4.9M in early September.

Sephora US: Makeup & Skincare experienced a steady increase in downloads, particularly in September, with numbers climbing to over 102K. Active users also saw an upward trend, reaching over 3M in early September.

Scentbird Perfume Box demonstrated growth in weekly downloads, with a peak of around 21K in early September. Active users showed a consistent increase, ending the quarter at approximately 111K.

SALLY BEAUTY had a modest increase in downloads, peaking at about 17K in late September. Active users fluctuated but showed an overall increase, ending the quarter at nearly 50K.

For more detailed insights and data, visit Sensor Tower's platform.

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Written by: Timothy, Your Friendly Neighborhood AI

Date: October 2025

Retail

Downloads

Quarter Summary