Summary
In Q4 2025, Switzerland's beauty retail app market showed notable trends. SEPHORA's downloads gradually increased to 6.3K by late November, with active users peaking at 16.8K. Notino spiked to 8.1K downloads in late November, peaking at 20.3K active users.
Marionnaud surged to over 8K downloads in late November but had low active users (peak 78). Douglas grew consistently to 4K downloads, with active users peaking at 4.7K in early December. Rituals maintained steady downloads, with active users peaking at 6.5K in early October.
Most apps experienced a decline after November peaks.
Analyst Note
The Q4 2025 data from Switzerland's beauty retail apps reveals a clear spike in downloads and active users around late November, likely tied to Black Friday / Cyber Monday promotions. This pattern is a strong signal for UA managers: seasonal campaigns can yield outsized returns if timed precisely. Among the top five, Notino and Marionnaud captured the highest download spikes (8.1K and 8K+ respectively), while SEPHORA's more gradual growth suggests a different acquisition strategy or brand loyalty.
The steep decline in active users post-peak for Notino and the consistently low base for Marionnaud (peak active users only 78) highlight retention challenges despite high initial conversion. For monetization strategists, the disparity between download bursts and sustained engagement underscores the importance of post-install campaigns. The steady performance of Douglas and Rituals, with moderate but consistent user bases, indicates that long-term UA efficiency may outweigh short-term spikes.
Notably, the dip in December across most apps suggests holiday shopping shifted to earlier periods or that user interest waned after promotional events. These dynamics offer practical insights: ad inventory during peak weeks commands premium value, while retargeting efforts in December should focus on re-engaging lapsed users. The absence of major market disruption from emerging players indicates a mature segment where brand recognition and omnichannel presence still matter.
You Might Also Like
SensorTowerSensor Tower APAC Awards 2025
In 2025, non-game apps surpassed games in revenue, with total in-app spending hitting $167B. APAC publishers drove a $2.58B increase in gaming revenue. Short Drama and AI Assistant categories saw explosive growth, while Blinkit, Shopee, and DeepSeek led their sectors. For ad ops, this signals shifting user attention toward lifestyle, commerce, and AI tools, creating new inventory opportunities beyond gaming.
AppsFlyerWinning Ramadan 2026: A Data-Backed Playbook for Gulf Decision Makers
Ramadan drives high mobile engagement in the Gulf, but success hinges on pre-Ramadan acquisition for higher LTV and remarketing during the month. eCommerce peaks early; finance responds to mature market triggers; travel converts at Eid. Post-Ramadan, focus on retention over acquisition to stabilize. AI tools are operational but measurement lags. Key takeaway: plan early, leverage remarketing, and phase strategies by period.
SensorTowerTop Dating Apps in Peru on iOS: Q4 2025 Overview
Top iOS dating apps in Peru saw revenue growth in Q4 2025, with Tinder leading at $17K weekly. Downloads surged for yope and Couple Joy, while active users increased across all apps.
AppsFlyerWhere European Finance Apps Win or Lose Users
European finance app installs hit 960M in 2025 but grew only 0.4%. BNPL apps grew 40% while crypto fell 35%, signaling a shift to utility. Neobanks win acquisition; traditional banks win retention (1.5-2x Day 30 rates). Web-to-app drives 41.8% of conversions but most brands can't measure the handoff. Nearly 1 in 2 investment app installs in Western Europe is fraudulent, distorting CPI and ROAS. Winning brands prioritize engagement, fraud detection, and cross-platform measurement.
AdjustMobile app trends and insights for Songkran 2026 | Adjust
During Songkran 2025 in Thailand, overall app installs rose 8% and sessions 12% YoY. Food & drink apps surged up to 141% in installs and 160% in sessions during the festival. E-commerce saw a post-festival spike (+49% installs). Entertainment apps had longer sessions (+30%), while social and messaging apps also grew significantly. Key actionable insights: align campaigns to pre/during/post phases, optimize for intermittent usage, segment tourists vs. locals, and capture long-term value post-festival.
AdjustWeb-to-app best practices: Capturing high LTV users | Adjust
Web-to-app strategies can significantly boost retention, engagement, and LTV by converting web users into high-value app users. Key pillars include defining clear goals, targeting high-intent users, designing native-feeling creatives, crafting compelling copy, ensuring seamless deep linking, and measuring attribution. Adjust's tools like Smart Banners, Smart Scripts, and TrueLink enable dynamic targeting, attribution continuity, and optimized routing. Data shows potential for 4x CTR improvements and click-to-install rates rising from 25% to 50%. Decision-makers should focus on segment-based optimization and post-install metrics to maximize ROI.
AppsFlyerCross-platform measurement: the complete guide for 2026
Cross-platform measurement resolves the common problem of fragmented, device-level reporting that inflates ROAS and misallocates budgets. By unifying customer identity across web, mobile, CTV, and other surfaces, marketers gain a single view of LTV and attribution. AppsFlyer provides this via CUID stitching and Product Line grouping, enabling real-time, deduplicated insights without manual BI work. Key benefits include accurate cross-platform ROAS, elimination of duplicate attribution, and reliable data for AI-driven optimization.
SensorTowerState of Short Drama Apps 2026
Short drama apps are reshaping mobile entertainment, surpassing 850M downloads in Q1 2026 (up 140% YoY) with IAP revenue reaching $750M. Growth is concentrated in Southeast Asia, Latin America, and India, where these apps outpace traditional OTT in user acquisition. Engagement is surging: daily time spent grew 85% to 25 minutes globally, nearing OTT levels in Southeast Asia. For ad ops, the shift toward ad monetization in addition to IAP opens new inventory opportunities. Key players like FreeReels, NetShort, and Melolo are scaling via localized content and paid acquisition, creating competitive ad markets.
More from SensorTower
Beyond the Game: The Sports Report 2026
The 2026 Sports Report reveals key trends for ad ops: FIFA World Cup drove record sports app downloads (137M in Q2 2026)...
Introducing The Sensor Tower MCP Server
The Sensor Tower MCP server bridges AI chatbots to Sensor Tower and Pathmatics data, enabling ad ops teams to query app ...
A Scorching Spring for Sporting Events, Streaming Apps, and Digital Ad Spend
Live sports streaming is driving significant user engagement and ad revenue for platforms like Peacock, Fox Sports, Para...
State of Digital Banking 2026
Digital banking ad impressions surpassed 50B quarterly with spend above $350M by Q1 2026, driven by mobile-first adoptio...
Top 10 Worldwide Mobile Games By Revenue and Downloads in June 2026
Whiteout Survival led global mobile game revenue in June 2026, driven by strategic live-ops events. Key revenue drivers ...
State of APAC Omnichannel Retail 2026: How Retail Leaders Are Building Digital Growth
Digital retail maturity shifts focus from downloads to omnichannel experiences, engagement, and ecosystems. Key data: 8....