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.
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