Report updated Jun 15, 2026
Makeup & Beauty
For cosmetic enthusiasts seeking a centralized source for beauty tutorials, news, and community discussion.
Makeup & Beauty is a struggling beauty app that is completely free. With a 4.4/5 rating from 13.5K reviews, it struggles with user retention. Users particularly appreciate initial aesthetic customization options provide a promising first impression for new users, though aggressive paywall implementation prevents users from evaluating core functionality before committing to subscriptions remains a common concern.
What is Makeup & Beauty?
Makeup & Beauty is a content aggregation app for cosmetic tutorials and social discussions on iOS and Android.
Users hire the app to centralize beauty news and tutorials, but the current monetization model forces a subscription before users can verify the content's utility.
Current Momentum
v2.2
- Ships frequent content aggregation updates.
- Maintains legacy rating volume.
Active Nemesis
YouCam Makeup: Face Editor
By PERFECT MOBILE
Other Rivals
7-Day Rank Pulse 🇺🇸
BeautyNo ranking data
Rating Pulse 🇺🇸
Recent User Mood
What makes this app unique?
What Does It Look Like?
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What Are The Key Features?
Consolidates beauty tutorials and news from multiple web sources into a single scrollable list
Aggregates social media posts and news personalities into a unified discussion interface
Streams curated tutorial and review videos based on trending news topics
How much does it cost?
- Free access to all content
Ad-supported model providing free access to aggregated content, monetized through display and video ad inventory.
Who Built It?
Acquiring and scaling niche mobile utilities and content aggregators through AI-driven contextual advertising and growth optimization.
Portfolio
13
Apps
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Portfolio breakdown, audience, momentum, and every app published by Loyal Foundry.
What do users think recently?
High confidence · Latest 61 of 314 total reviews analyzed
How did the latest release land?
What is the recent mood?
Recent user voice shows a upset sentiment. Users appreciate initial aesthetic customization options provide a promising first impression for new users, but report aggressive paywall implementation prevents users from evaluating core functionality before committing to subscriptions and misleading free trial claims lead to unauthorized charges and difficult refund processes.
What Users Love
What Frustrates Users
View the full user-sentiment analysis
Mood gauge, ratings & review-volume history, every praise / complaint / request, and sentiment over time.
What is the competitive landscape for Makeup & Beauty?
How's The Beauty Market?
Market outlook for this category
Available very soon
Which niche is Makeup & Beauty in?
to discover beauty tutorials and industry news
Explore the full Beauty Aggregators niche
Every app in this space — 2 tracked, the niche's live rankings, and Marlvel's editorial take on the job-to-be-done.
The rivals identified
Nemeses(1)
Dominates the beauty-tech niche with massive scale and a high-frequency release cadence that keeps it ahead of standard tutorial-based apps.
Differentiators
- Integrates real-time AR makeup try-on technology that transforms static tutorials into interactive user experiences.
- Maintains a high-velocity release schedule with 21 updates in six months, ensuring constant feature iteration.
- Offers a comprehensive suite of professional-grade face editing tools that go beyond simple video content consumption.
Head to head
The target app must decide whether to pivot toward interactive AR utility or double down on its niche as a pure-play educational content hub to avoid being commoditized by feature-rich editors.
Contenders(3)
A long-standing competitor that bridges the gap between makeup tutorials and virtual try-on functionality.
Differentiators
- Features a library of pre-set makeup looks that users can apply instantly to their own photos.
- Directly integrates product recommendations into the editing workflow, creating a stronger path to commerce.
A major player in the beauty-focused photo editing space with a massive, highly engaged user base.
Differentiators
- Specializes in high-fidelity selfie enhancement tools that directly compete for the user's time spent on beauty apps.
- Maintains a consistent content-to-tool ratio that keeps users within the app for both editing and inspiration.
Sets the industry standard for high-end beauty editing, forcing content-only apps to compete for screen time.
Differentiators
- Provides professional-grade video retouching capabilities that make static beauty tutorials feel outdated by comparison.
- Monetizes through a premium subscription model that prioritizes advanced AI-driven editing features over ad-supported content.
Same space(2)
Targets the educational and routine-building aspect of beauty, overlapping with the target app's tutorial focus.
Differentiators
- Focuses on personalized skincare analysis and product matching rather than general makeup tutorials.
- Builds long-term user loyalty through habit-tracking and routine management features.
Captures the 'utility' side of the beauty category, serving as a daily-use tool for the same target audience.
Differentiators
- Provides a high-utility, daily-use experience that ensures high retention through a simple, essential function.
- Acts as a gateway for beauty-related advertising and content discovery within a utility-first interface.
New entrants(1)
Represents the emerging trend of AI-driven personal styling and color theory analysis in the beauty space.
Differentiators
- Uses AI to provide personalized color palette recommendations, moving beyond generic beauty tutorials.
- Addresses the specific user pain point of finding products that match their unique skin tone.
Compare Makeup & Beauty against every rival
All rivals in one side-by-side table — identity, store metrics, ratings & sentiment, and strategic intel — plus a head-to-head page for each.
The outtake for Makeup & Beauty
Strengths to defend, gaps to attack
Core Strengths
- Centralized content aggregation reduces user search time
- Community feed provides a unified discussion interface
Critical Frictions
- Aggressive paywall blocks core functionality evaluation
- Misleading trial claims drive high refund rates
- AI output quality is perceived as generic
Growth Levers
- Pivot toward personalized skincare routine tracking
- Integrate AR try-on technology to match competitors
Market Threats
- High-velocity release cadence of YouCam Makeup
- Shift in user preference toward interactive AI-driven styling
What are the next best moves?
Remove paywall gate on core content because it prevents user evaluation → increase retention
Aggressive paywall is the top complaint theme in user sentiment analysis.
Trade-off: Pause new AI feature development — monetization repair is the higher priority.
Audit subscription billing flow because misleading trial claims drive refund surges → improve rating
Multiple reports of unauthorized charges indicate a critical failure in the billing funnel.
Trade-off: Deprioritize UI aesthetic updates — billing trust is the primary churn risk.
A counter-intuitive read
The app's high rating count is a liability rather than an asset, as it masks a declining sentiment trend that will eventually trigger store-level visibility penalties.
Feature Gaps vs Competitors
- Real-time AR makeup try-on (available in YouCam Makeup but absent here)
- Professional-grade video retouching (available in Facetune but absent here)
Key Takeaways
The app fails to convert its content-aggregation base into a sustainable business because of deceptive monetization, so the PM must prioritize removing the paywall gate to restore user trust before attempting to scale.
Where Is It Heading?
Declining
The beauty-tech market is consolidating around interactive, AI-driven utility, leaving content-only apps like Makeup & Beauty increasingly exposed. Without a pivot to functional tools, the app will continue to lose share to competitors that offer immediate, personalized value.
Aggressive paywall implementation prevents users from evaluating core functionality, which directly suppresses new-user conversion and long-term retention.
Misleading free trial claims lead to unauthorized charges, which compounds the negative sentiment and drives a surge in refund requests.