Nykaa – Beauty Shopping App was the most downloaded app in its category, recording 17.3M downloads in 2025, according to AppTweak’s Market Intelligence data. This performance, alongside other regionally-focused e-commerce platforms, highlights a market where localized retail giants are leading user acquisition.
The Fashion & Beauty app market generated 290.5M downloads and $45.4M in revenue last year. However, the category experienced a year-over-year decline in downloads of -6.1%, indicating a period of consolidation or contraction. While large e-commerce apps drive download volume, explosive growth is seen in niche segments. For example, Clothes and Skins for RBX rocketed from a niche entrant to 2.3M downloads in just one year.. This contrast suggests that while the core market is maturing, hyper-focused utilities and emerging players are still finding opportunities for rapid expansion.
Key takeaways
- Indian publishers dominate downloads: The top two most-downloaded apps, Nykaa – Beauty Shopping App (17.3M downloads) and Purplle Online Beauty Shopping (15.9M downloads), are from publishers based in India. Their combined 11.4% download share of the total market underscores the scale and concentration of the user base in this region.
- Downloads and revenue are disconnected: The most downloaded apps are not the top earners. Nykaa and Purplle reported $0 in-app revenue, while YouCam Makeup – Beauty Editor generated $21.1M, accounting for 46.5% of the total market revenue from just 9.4M downloads. This highlights a clear divergence in monetization strategies between e-commerce and utility-based apps.
- The market shows high volatility: While some apps in the top 10 like Urban Company (+34.2%) and Notino (+35.4%) saw significant growth, many others experienced sharp declines. Legacy players and specialized apps such as Sephora (-22.4%), Cureskin (-31.1%), and Jawline Exercises – Face Yoga (-49.8%) all saw downloads fall, pointing to a highly competitive and shifting landscape.
- Niche apps demonstrate explosive growth: Outside the top 10, several apps achieved exceptionally high growth rates. For example, Clothes and Skins for RBX grew by 3237.0% and دار الاميرات Dar Alamirat by 2617.1%. This indicates that hyper-specific or culturally-targeted apps can capture massive user interest, even within a contracting market.
- A renewed focus on operational efficiency: Apps are tightening UX and policy guardrails to prioritize fewer, higher-quality purchases—using clearer sizing signals, stronger confirmation steps, and deterrents to return-heavy behaviors like bracketing.
About the data set
This data was derived from AppTweak’s Market Intelligence. The dataset covers 2025 and reflects worldwide performance across both the App Store & Google Play. The ranking is created by combining each app’s estimated downloads from both stores and ordering them from highest to lowest.
- Data source: AppTweak Market Intelligence
- Coverage: App Store and Google Play
- Metric: App downloads
- Time period: January 2025 – December 2025
- Category: Fashion & Beauty defined by AppTweak’s AppDNA taxonomy
- Geography: Global
- Last updated: January 2026
Category definition of Fashion & Beauty apps (AppTweak AppDNA taxonomy):
AppTweak defines the Fashion & Beauty category as apps that help users discover, try, purchase, or organize beauty and fashion products, styles, and routines. This includes personal care, styling tools, and beauty inspiration.
Segment definitions:
- fashion planners: Apps that provide virtual closets and fashion planners.
- face editor: Apps that allow users to edit faces (hairstyles, makeup, skin tone, cartoon, etc.).
- beauty: Apps providing cosmetic and skincare services, beauty and skincare brands.
- fashion: Apps geared toward fashion apparel brands and shops.
Feel free to dig into your app category’s download and revenue estimates now in AppTweak’s Market Intelligence.
What are the top 10 most downloaded Fashion & Beauty apps of 2025?
The table below lists the top 10 Fashion & Beauty apps ordered by total downloads, including app name, publisher, headquarters, downloads, and year-over-year growth.
| Rank | App Name | Publisher | Publisher HQ | Downloads | YoY Growth % (relative) |
| 1 | Nykaa – Beauty Shopping App | NYKAA | India | 17.3M | 8.6% |
| 2 | Purplle Online Beauty Shopping | Purplle.com | India | 15.9M | -13.9% |
| 3 | O Boticário: Beauty November | Grupo Boticário | Brazil | 13.2M | 4.4% |
| 4 | Urban Company (Prev UrbanClap) | Urban Company | India | 9.8M | 34.2% |
| 5 | YouCam Makeup – Beauty Editor | Perfect Mobile Corp. | Taiwan | 9.4M | -25.3% |
| 6 | Notino: perfumes and cosmetics | Notino | Czech Republic | 7.5M | 35.4% |
| 7 | Sephora – Make-up, Beauty | SEPHORA | France | 7.0M | -22.4% |
| 8 | Cureskin: Skin & Hair Experts | CureSkin (Dermatologist Solutions & Products) | India | 6.8M | -31.1% |
| 9 | Jawline Exercises – Face Yoga | Tilak Beladiya | India | 5.8M | -49.8% |
| 10 | Sephora: Buy Makeup & Skincare | Sephora USA, Inc. | United States | 5.2M | -15.5% |
Source: AppTweak Market Intelligence | App Store & Google Play | 2025 | Global.
Notable apps at a glance
- Nykaa – Beauty Shopping App – Rank #1, 17.3M downloads
- Purplle Online Beauty Shopping – Rank #2, 15.9M downloads
- O Boticário: Beauty November – Rank #3, 13.2M downloads
- Urban Company (Prev UrbanClap) – Rank #4, 9.8M downloads
- YouCam Makeup – Beauty Editor – Rank #5, 9.4M downloads
- Sephora – Make-up, Beauty – Rank #7, 7.0M downloads
3 key learnings from the top 10 Fashion & Beauty apps
The data from the top-ranking apps reveals clear patterns in user acquisition and market concentration. Here are three key learnings based on the download leaders in 2025.
1. Indian e-commerce apps dominate download volumes
The top of the charts is heavily influenced by publishers from India, who have successfully captured a massive user base. Nykaa – Beauty Shopping App leads with 17.3M downloads, followed closely by Purplle Online Beauty Shopping with 15.9M. Another Indian app, Urban Company (Prev UrbanClap), secured the #4 spot with 9.8M downloads and a strong growth rate of +34.2%. This concentration indicates that the largest driver of new installs in the global Fashion & Beauty category is the e-commerce market in India.
2. Global retail brands show signs of struggle
While legacy beauty retailers maintain a presence in the top 10, their performance is mixed and trends negative. Sephora appears twice, at #7 with 7.0M downloads and #10 with 5.2M downloads, but both apps experienced significant year-over-year declines of -22.4% and -15.5%, respectively. This suggests that established global players are facing challenges in acquiring new users at the same rate as regionally-focused competitors, who may be better adapted to local market conditions.
3. Volatility is high, with most top apps seeing declines
A closer look at the top 10 reveals a market defined by turbulence, with six of the ten apps recording negative year-over-year growth. The declines are steep in some cases, with Jawline Exercises – Face Yoga dropping by -49.8%, Cureskin by -31.1%, and YouCam Makeup by -25.3%. This pattern suggests that the top of the Fashion & Beauty category is saturated, making it difficult for even the largest apps to sustain user acquisition momentum year after year.
Key facts about the top 10 Fashion & Beauty apps
- Publishers headquartered in India account for four of the top 10 apps, demonstrating a strong concentration of user acquisition leadership in that market.
- There is a clear split in business models: the highest-volume apps are primarily e-commerce platforms, while utility-focused apps like virtual try-on tools show different monetization patterns.
- A majority of the top 10 apps by downloads experienced negative year-over-year growth, indicating a highly competitive or saturated market at the top.
- The download performance of global retail brands is inconsistent, with regional players from markets like India and Brazil showing more resilient growth.
Fashion & Beauty app market trends shaping 2025
The data reflects a category evolving beyond simple e-commerce catalogs. User expectations, shaped by social media and a desire for personalization, are driving significant shifts in product experience and business strategy.
From search to social discovery
Fashion & Beauty apps are increasingly behaving less like stores you search and more like feeds you watch. Product discovery is shifting toward short, creator-led video content where items are demonstrated in context. The user expectation is for immediacy, allowing them to see a look, understand its application, and purchase it in a seamless flow that mirrors the experience on social platforms.
The rise of “confidence tooling”
To combat the uncertainty that leads to cart abandonment and returns, apps are leaning into “confidence tooling.” This includes camera-first experiences, AR-powered virtual try-ons, and personalized shade or fit guidance. By embedding these features throughout the browsing journey, apps are turning shopping into an assisted decision, adapting to the user’s specific needs rather than presenting a generic product catalog.
A new focus on operational efficiency
Business models are tightening around efficiency, not just growth. Apps are implementing stronger nudges toward fewer, better-qualified purchases and adding guardrails to manage return behavior. In practice, this translates to UX with clearer sizing signals, more deliberate confirmation steps, and policies designed to discourage “bracketing”—the practice of ordering multiple sizes with the intent to return most.
Personalization is becoming experiential, not just algorithmic
Personalization in fashion and beauty apps is becoming more visible and interactive. Instead of being limited to background recommendations, personalization now shapes onboarding, home screens, and ongoing usage through routines, collections, saved preferences, and adaptive interfaces. Users actively participate in defining what the app understands about them, rather than passively receiving suggestions.
This approach aligns with growing sensitivity to relevance and effort. Users expect apps to remember past behavior, adapt over time, and reflect their identity without requiring constant reconfiguration. Personalization is therefore expressed through continuity of experience, not just through suggested products.
Key facts about Fashion & Beauty app market trends in 2025
- Product discovery is moving away from traditional search catalogs and toward immersive, creator-led video feeds that enable instant social commerce.
- Apps are integrating “confidence tooling” like AR try-on and guided routines to reduce purchase uncertainty and minimize product returns.
- Business strategies are shifting to prioritize operational efficiency, with UX designed to encourage more confident, qualified purchases.
- Users taking an active role in app personalization is increasing as they anticipate a highly-curated experience in this app category.
Conclusion
The Fashion & Beauty app market in 2025 is a space of contrasts. While the overall market contracted with a -6.1% decline in downloads, it still generated 290.5M new installs, primarily driven by e-commerce powerhouses in India like Nykaa. The data reveals a clear disconnect between download leaders and revenue generators, with utility apps like YouCam Makeup dominating in-app revenue despite lower download volumes.
Success in this mature market appears to hinge on adapting to new user behaviors. Trends show a move toward social-style discovery, AR-powered “confidence tools,” and business models focused on efficiency. For marketers and product teams, this means benchmarking performance is critical to navigating a landscape where regional giants are outperforming global brands and hyper-niche apps are finding explosive growth.
For deeper insights into these trends and to benchmark your own app’s performance, explore AppTweak’s Market Intelligence platform. You can start analyzing the data today with a Free Starter plan.
FAQs
Below we answer the top questions about the most downloaded Fashion & Beauty apps.
Which Fashion & Beauty app had the most downloads in 2025?
The Fashion & Beauty app with the most downloads in 2025 was Nykaa – Beauty Shopping App, which recorded 17.3M downloads according to AppTweak’s Market Intelligence data.
What were the total downloads for Fashion & Beauty apps in 2025?
The Fashion & Beauty apps market generated approximately 290.5M total downloads across the App Store and Google Play in 2025.
What was the total revenue for Fashion & Beauty apps in 2025?
The total in-app revenue for the Fashion & Beauty apps market was $45.4M in 2025, based on data from AppTweak’s Market Intelligence.
Which Fashion & Beauty app earned the most revenue in 2025?
The top-earning Fashion & Beauty app was YouCam Makeup – Beauty Editor, which generated $21.1M in revenue, representing 46.5% of the total market.
Are Fashion & Beauty apps growing in 2025?
The overall market for Fashion & Beauty apps experienced a contraction, with an overall monthly download relative growth of -6.1% in 2025.
What is the market share of the top Fashion & Beauty apps?
The top two Fashion & Beauty apps, Nykaa – Beauty Shopping App and Purplle Online Beauty Shopping, hold a combined download market share of 11.4%.
Which countries have the most downloaded Fashion & Beauty apps?
Publishers from India dominate the top download rankings for Fashion & Beauty apps, with the top two apps and four of the top 10 being headquartered there.
