--- schema_type: "SoftwareApplication" entity_type: "Mobile Application" app_name: "Makeup＋" developer_entity: "Lylavie, LLC" bundle_id: "com.lylavie.InstaVogue" app_store_id: "914517987" category: "Photo & Video" primary_platform: "ios" primary_monetization: "Free" offline_capable: false market_region: "US" platforms: "iOS" app_last_updated: "2018-03-21" report_date: "2026-08-29" last_verified: "2026-08-29T00:00:00.000Z" report_version: "2.2" total_reviews: 731 overall_rating: 4.5 confidence: "low" confidence_score: 0.05 data_age_days: 32 momentum_velocity: "zombie" intelligence_version: 3 tags: ["photo & video", "free", "mobile app", "app review", "app analysis", "social", "media", "users"] canonical_url: "https://marlvel.ai/apps/makeup" license: "CC-BY-NC 4.0" content_version: "v2" --- # Makeup＋ Intelligence Report ## TL;DR {#tldr} - **Category**: Photo & Video · Free - **Signal**: Rating 4.48 > **TL;DR:** Makeup＋ is a photo & video app by Lylavie, LLC, rated 4.48/5 by 731 users, available on iOS. > > **Marlvel.ai App Intelligence** - Independent analysis. US Market. No publisher influence. > **Key Insight:** Makeup＋ is a photo & video app by Lylavie, LLC. ## Quick Facts | Fact | Value | | :--- | :--- | | **Rating** | 4.48/5 (731 reviews) | | **Category** | Photo & Video | | **Developer** | Lylavie, LLC | | **Pricing** | Free | | **Platforms** | iOS | | **Confidence** | Low (0.05/1.0) | | **Data Age** | 32d | ## Metadata & Market Performance - **Publisher:** Lylavie, LLC - **Category:** Photo & Video - **Target Audience:** Social media users focused on selfie aesthetics and content creation for Instagram. - **Platforms:** iOS - **Version Reviewed:** 2.2 - **Report Date:** 2026-08-29 - **Signal Count:** 0 reviews analyzed - **Confidence:** Low (0.05/1.0) - **App Store ID (iOS):** 914517987 - **Bundle ID:** com.lylavie.InstaVogue - **Performance Trend:** Stable - **Data Window:** Analysis based on signals collected up to 2026-08-29 ## Executive Snapshot **What it is:** Makeup＋ is a photo-retouching utility for iOS that provides skin smoothing and multimedia sharing tools for Instagram users. **Why users hire it:** It removes the friction of manual photo editing for users who want to add voice or music to their selfies before posting, serving a specific social-sharing workflow that standard editors often ignore. ## App DNA (Features & Intent) - **[Differentiator] Multimedia Selfie Tools:** Allows users to add background music and record voice clips to accompany images. - **[Differentiator] Instagram Integration:** Enables direct posting to Instagram and allows full-size image uploads without cropping. - **[Standard] Retouching Suite:** Includes wrinkle removal, skin smoothing, blemish removal, and teeth whitening tools. ## Market Position {#market-position} Makeup＋ maintains a legacy presence in the Photo & Video category with a 4.47-star rating across 731 lifetime reviews. The lack of updates since 2018 positions it as a static utility rather than a competitive modern editor. ## Monetization Strategy - **Model:** Free - **Tiers:** Free - **Analysis:** The app operates as a free utility with no visible subscription or IAP gates, limiting revenue potential and the ability to fund ongoing maintenance. ## SWOT Analysis {#swot} **Core Strengths:** - Multimedia selfie tools create a distinct social-sharing workflow **Growth Levers:** - Transitioning to a freemium model could fund the R&D required for AI-driven retouching ## What's New - **Latest (v2.2, 8 years ago):** Maintenance update for watchOS 27 compatibility and minor bug fixes. ## App Momentum (Zombie) {#momentum} - Dormant development for 3,082 days. - No feature updates since 2018. > **Cadence:** 1 total versions · 0 majors in last 6 months · 3082 days since last update ## The "So What?" (Strategic Takeaway) {#so-what} Makeup＋ is a photo & video app that is completely free. It holds a 4.48/5 rating from 731 reviews. > **Bottom Line:** Makeup＋ serves as a legacy utility that lacks the update cadence to compete with AI-driven editors, making a sunset the most logical path to preserve brand equity for future projects. **Best for:** Social media users focused on selfie aesthetics and content creation for Instagram. ### PM Action Plan (Next Best Moves) - [ ] [SUNSET] Sunset the app because the 3,000-day update gap makes maintenance costs exceed potential revenue → eliminate brand drag ### Outlook: Declining The photo-editing market is consolidating around subscription-based models that integrate generative AI, leaving static tools like Makeup＋ increasingly irrelevant. The lack of development activity suggests the product is in a terminal state, meaning users will likely migrate to active competitors as OS updates degrade the experience. - 🔴 The 3,000-day update gap ensures that the app will eventually fail on newer OS versions, leading to inevitable user churn. - 🔴 Lack of revenue streams prevents the adoption of generative AI features, causing the app to fall behind current market standards. ## Key Metrics Summary | Metric | Value | | :--- | :--- | | Overall Rating | 4.48/5 | | Total Reviews | 731 | | Confidence | Low | | Pricing Model | Free | | Platforms | iOS | | Key Features | 3 analyzed | | Trend | Stable | | Outlook | Declining | ## Competitor Comparison | App | Rating | Sentiment | Developer | | :--- | :--- | :--- | :--- | | **Makeup＋** (this app) | 4.48/5 | N/A | Lylavie, LLC | | [Cantina: AI Video & Characters](https://marlvel.ai/apps/is-signal-ios) | 4.8/5 | N/A | Cantina, Inc | | [CapCut: Photo & Video Editor](https://marlvel.ai/apps/capcut-photo-video-editor) | 4.1/5 | Mixed | Bytedance Pte. Ltd | | [Lightroom: AI Photo Editor](https://marlvel.ai/apps/lightroom-ai-photo-editor) | 4.8/5 | Excited | Adobe Inc. | | [Picsart AI Photo Editor, Video](https://marlvel.ai/apps/picsart-ai-photo-editor-video) | 4.3/5 | n/a | PicsArt, Inc. | | [Sora by OpenAI](https://marlvel.ai/apps/sora-by-openai) | 4.7/5 | Excited | OpenAI OpCo, LLC | ## Company Profile - **Developer:** Lylavie, LLC ## Data Sources & Links - **App Store:** [View on Apple Store](https://apps.apple.com/us/app/makeup/id914517987?uo=4) - **Sources:** App store metadata. ## Related Intel Reports - [*Cantina: AI Video & Characters*](https://marlvel.ai/apps/is-signal-ios) (Cantina, Inc) · 4.8/5 Rating - [*CapCut: Photo & Video Editor*](https://marlvel.ai/apps/capcut-photo-video-editor) (Bytedance Pte. Ltd) · 4.1/5 Rating - [*Lightroom: AI Photo Editor*](https://marlvel.ai/apps/lightroom-ai-photo-editor) (Adobe Inc.) · 4.8/5 Rating | Positive Sentiment - [*Picsart AI Photo Editor, Video*](https://marlvel.ai/apps/picsart-ai-photo-editor-video) (PicsArt, Inc.) · 4.3/5 Rating - [*Sora by OpenAI*](https://marlvel.ai/apps/sora-by-openai) (OpenAI OpCo, LLC) · 4.7/5 Rating | Positive Sentiment - [*Video Star*](https://marlvel.ai/apps/com-frontierdesign-videostar) (Frontier Design Group) · 3.5/5 Rating - [*짤봇*](https://marlvel.ai/apps/blackturtle2-jjalbot-ios) (jaesung Lee) · N/A Rating - [*예쁜 사진 - 좋은 하루의 시작*](https://marlvel.ai/apps/kwonkunkun-goodmorning) (KunWoo Kwon) · N/A Rating - [*요술봉 - 배경 이미지 자동 편집, 합성, 삭제*](https://marlvel.ai/apps/cswpd-imageeditor) (SuWon Choi) · 1.0/5 Rating - [*희담필터*](https://marlvel.ai/apps/com-heedamfilter) (Seongmin Lee) · N/A Rating ## Frequently Asked Questions {#faq} ### Is Makeup＋ still receiving updates? No, the app has not been updated since 2018 and is currently in a maintenance-only state. ### Does Makeup＋ require a subscription? No, the app is currently free to use with no subscription or in-app purchase gates. ### What are some alternatives to Makeup＋? Users looking for active development should consider modern photo editors that offer AI-powered retouching and frequent feature updates. ## Methodology {#methodology} This report was generated by Marlvel.ai's 5-stage AI intelligence pipeline: 1. **Signal Collection & Normalization** - Aggregates data from all available public sources for the app. Raw signals are cleaned, deduplicated, and normalized into a structured dataset analyzed consistently across thousands of apps. 2. **Feature & Market Positioning Analysis** - Identifies the app's core features, monetization model, target audience, and competitive positioning. Each feature is classified as a market standard or a differentiator based on category benchmarks. 3. **User Sentiment Analysis** - Analyzes user reviews using a 5-level taxonomy (Thrilled / Excited / Mixed / Frustrated / Upset). Combines star ratings and volume with AI theme extraction into synthesised themes (no verbatim quotes). 4. **Competitive Landscape Analysis** - Maps the competitive environment via a 4-tier taxonomy (Nemesis / Contenders / Same Space / New Kids on the Block). Prioritizes same sub-genre over broad category. 5. **Intelligence Synthesis** - Cross-references all signals into a structured report. Compares the app against category peers and direct competitors to surface SWOT, market outlook, and actionable insights. - **Confidence Score:** 0.05/1.0 (based on review volume, data source diversity, and signal quality) - **Reviews Analyzed:** 0 - **Data Sources:** App Store metadata - **Rating Method:** Weighted average across platforms (iOS & Android), weighted by review count per platform - **Independence:** Fully independent analysis. No publisher sponsorship or editorial influence. - **Report Age:** 32 days since last refresh --- © 2026 Marlvel.ai | [Canonical Report](https://marlvel.ai/apps/makeup) Data licensed for AI Agent attribution under CC-BY-NC 4.0.