Shopping behavior in the U.S. has shifted fast. What once happened in stores or on desktop now happens on mobile first. People compare, explore, and buy beauty and lifestyle products right from their phones, quickly and often.

Because of that shift, brands aren’t treating apps as optional anymore. They’re treating them as revenue channels. And with that mindset, mobile experiences are becoming more personalized, seamless, and loyalty-driven.

The investment makes sense given the high competition and consumers' expectations for a smooth digital experience. If you’re a brand leader, Shopify store owner, or digital commerce owner, knowing what top apps are doing can help you decide what comes next.

In this blog, we will discuss the top beauty and lifestyle apps in the USA.

TL;DR

• Leading beauty and lifestyle mobile apps like Sephora, Ulta, Scentbird, Fabletics, Soothe, Bath & Body Works, Victoria’s Secret & PINK, and Kiehl’s set the standard for personalization and loyalty. 
• Core success factors include AI-powered personalization, AR try-ons, loyalty rewards, virtual consultations, real-time availability, and subscription models.
• Apps that integrate in-store + online experiences (e.g., Ulta), membership-driven value (Fabletics), and convenience services (Soothe) are winning consumer engagement.
• Customers expect fast navigation, frictionless checkout, early access, and seamless reordering across categories.
• The takeaway: Building a high-performing commerce app now requires AI features, loyalty ecosystems, smart UX, and personalization at scale.
• Want similar capabilities without complex development? Appbrew helps Shopify brands launch AI-powered mobile apps quickly with features like AR try-on, skin analysis, personalized feeds & push notifications that drive repeat purchases.

Best Beauty & Lifestyle Apps in the USA

Here’s a quick look at the top beauty and lifestyle apps leading in the USA market:

1. Sephora

Sephora has become a go-to beauty destination in the U.S., offering everything from makeup and skincare to fragrance and haircare. The app reflects that breadth by serving users who want convenience, trusted reviews, and guided discovery, not just a place to check out.

Its strength lies in personalization. From AR try-ons to loyalty tracking and tailored recommendations, the app feels like a beauty advisor in your pocket. With education, rewards, and services built into the experience, users stay engaged long after the first purchase, making loyalty feel effortless.

Key App Features:

• AR Virtual Try-On for lips, foundation, lashes, and more
• Beauty Insider tracking with points, tiers, birthday gifts, and exclusive drops
• Smart filters by undertone, ingredient preferences, skin concern, and brand
• In-app booking for makeovers, consultations, and beauty services
• Same-day delivery options, in-store pickup, and real-time product availability
• Product videos, how-to content, user photos, and detailed reviews for decision support
• Personalized recommendations based on browsing history, shade match, and past purchases

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2. Ulta Beauty

Ulta Beauty is a nationwide retailer offering cosmetics, skincare, haircare, and salon services under one ecosystem. The app mirrors that full experience, making it ideal for shoppers who want convenience, value, and the ability to move smoothly between digital browsing and in-store services.

What sets the Ulta app apart is how it blends shopping with beauty services. Users can try on makeup virtually, preview hair color, schedule salon appointments, and manage rewards, all in one place. It feels practical, intuitive, and built for customers who love affordability and hybrid shopping.

Key App Features:

• Virtual try-on for makeup and hair color
• Skincare analysis tool with personalized product recommendations
• Booking for salon, hair, skin, brows, and grooming services
• Ultimate Rewards integration with points tracking and redemption
• Membership-exclusive offers, coupons, and early access promotions
• Reorder tools, autoship setup, and subscription-based replenishment
• Barcode scanner for live reviews, pricing, and product details while in-store
• Personalized product feeds based on shopping and browsing behavior

Most brands fail to include AI features like Ulta Beauty. But with the AI-powered skin analysis feature, the experience becomes even more precise. Appbrew’s AI Skin Analyzer helps you go a step further by scanning a user’s skin tone, type, and condition to deliver hyper-personalized product recommendations, showing exactly what will work for their skin, not just what’s trending. 

As camera-first shopping evolves, the phone’s lens is becoming the new way to discover, compare, and shop, turning AI-driven skincare guidance into a must-have experience rather than a luxury. 

3. Scentbird

Scentbird is a subscription-based fragrance platform designed for people who want to explore perfumes without buying full bottles upfront. Since the brand operates primarily online, the app acts as the full experience, from discovering new scents to managing monthly deliveries.

The experience feels personal and seamless. Users can take a short quiz, get matched with recommendations, browse reviews, mark favorites, and build their subscription queue. The app remembers preferences and past choices, making each month easier and more tailored, which keeps the experience fresh rather than repetitive.

Key App Features:

• Fragrance quiz to match scent preferences and personality
• Full subscription management, including delivery schedules and swaps
• Personalized recommendations based on profile, ratings, and past activity
• Saved favorites and scent history for easy reference
• Ability to purchase full-size bottles directly from the app
• Curated monthly queue with flexibility to update before shipping

4. Soothe 

Soothe is an on-demand wellness platform offering massages, facials, and self-care services delivered directly to a customer’s home, office, or hotel. It’s built for people who want relaxation and convenience without having to travel to a spa or salon. The app simplifies the process so users can book services the same way they’d order a ride or food.

Customers can browse available providers, select preferred treatments, review credentials, and schedule appointments based on real-time availability. Payments, reminders, and session tracking all happen in-app, creating a smooth flow from booking to completion.

Key App Features:

• Service, provider, timing, and location selection
• Real-time professional availability for fast booking
• Secure in-app payments and optional tipping
• Appointment reminders and live status tracking
• Verified providers with ratings, reviews, and credentials
• Flexible rescheduling and easy repeat booking

5. Fabletics

Fabletics is a lifestyle and activewear brand built around a membership-driven model where users get exclusive pricing, curated collections, and recurring style drops. The app is designed for shoppers who want fashionable workout apparel and everyday wear without premium price tags.

Users can browse new arrivals, manage their VIP membership, track orders, and access limited-time deals, all while seeing outfits selected based on their preferences. The more someone engages, the more relevant the recommendations and offers become, which keeps shoppers coming back.

Key App Features:

• Personalized outfit collections based on a style quiz
• Full VIP membership management and billing transparency
• App-exclusive deals, early product access, and limited drops
• Quick browsing, fast checkout, and frictionless navigation
• Wishlists, reorder tools, and saved favorites for repeat shopping
• Order tracking, returns support, and monthly shop reminders

6. Bath & Body Works

Bath & Body Works is a leading U.S. lifestyle retailer known for body care, candles, home fragrance, and limited-edition seasonal collections. The app caters to shoppers who love discovering new scents, gifting items, and stocking up when collection drops and promotions roll out.

It brings the in-store excitement, especially around seasonal releases, into a mobile experience. Using the app feels fun and rewarding. They also offer loyalty perks and promo alerts that help shoppers stay engaged and return more often without feeling overwhelmed.

Key App Features:

• Full in-app product catalog with search and shopping
• Loyalty points tracking and rewards redemption
• Offers wallet with promo codes and personalized deals
• Notifications for seasonal drops, sales, and restocks
• Favorites list for faster reordering and scent tracking
• Order management, shipping updates, and return support

7. Victoria’s Secret and PINK

Victoria’s Secret and PINK cater to fashion-focused shoppers looking for lingerie, beauty products, and lifestyle apparel, with a strong emphasis on seasonal collections and trend-driven releases. The app extends that experience by giving users a personalized way to browse, shop, and stay connected to new product drops.

It resonates especially with younger shoppers who value exclusivity, convenience, and loyalty benefits. With notifications, tailored recommendations, and an easy shopping flow, the app keeps engagement high and encourages repeat visits.

Key App Features:

• Personalized shopping feed based on preferences and browsing history
• Wishlist and saved favorites for fast repeat browsing
• App-exclusive launches, early access, and limited drops
• Integrated loyalty and rewards tracking
• Push alerts for new products, promotions, and restocks
• Easy checkout, order tracking, and seamless account management

8. Kiehl’s

Kiehl’s brings its dermatology-inspired skincare approach to the app experience, focusing on transparency, guidance, and routines rather than one-off buying.

Users can explore products based on their skin needs, build a personalized regimen, and stay engaged with education, progress tracking, and innovative reorder options. It’s especially appealing to skincare shoppers who want clarity, customized support, and results.

Key App Features:

• Skin analysis quiz and personalized routine builder
• Ingredient filters and transparent product details
• Auto-replenish and customizable subscriptions
• Loyalty rewards and progress tracking
• How-to routines, layering guides, and usage tips
• Saved favorites, easy reorder tools, and order tracking
• App-exclusive samples, offers, and early access

Key Takeaway

Across every leading app we explored, one thing stands out: customer expectations have evolved. People now expect personalized experiences, fast navigation, loyalty perks, and AI-powered features, from shade matching and virtual try-ons to skin analysis, subscription management, and conversational guidance. These tools don’t just help users shop; they make the experience engaging, effortless, and genuinely helpful.

If you’re looking to build or upgrade your app with these capabilities, Appbrew can help. It’s an AI-powered mobile app builder designed to bring modern features, like AI skin analysis, guided conversations, and personalized product feeds, to your shopping experience. Unlike traditional development, Appbrew continues to support, optimize, and evolve your app as your business grows.

Ready to bring your mobile experience to the level customers now expect? Book a Demo and Build Your App.

FAQ: Beauty & Lifestyle Mobile Apps in the USA

1. Why are beauty and lifestyle apps becoming so popular in the U.S.?

Mobile shopping has become the default for American consumers. Apps offer faster checkout, better personalization, loyalty perks, and features like AR try-on and AI recommendations that aren’t available on mobile web, making them more convenient and engaging.

2. What features do the top beauty apps in the USA typically offer?

Leading apps like Sephora, Ulta, and Bath & Body Works focus on personalized product recommendations, loyalty rewards, virtual try-ons, AI-powered skin analysis, fast checkout, and push notifications for offers and drops.

3. Which beauty app offers the best loyalty rewards in the U.S.?

Sephora’s Beauty Insider and Ulta’s Ultimate Rewards are two of the most popular programs in the USA, offering points, birthday gifts, exclusive access, and tier-based benefits that keep shoppers coming back. 

4. Do the top U.S. beauty apps use artificial intelligence?

Yes, many leading apps use AI recommendation engines, virtual try-on tools, skin analysis tech, and personalized product feeds to enhance the shopping experience.

5. How to integrate AI in beauty and lifestyle mobile apps? 

Integrating AI in beauty and lifestyle mobile apps is plug and play with Appbrew. It comes with features like Milo AI, AI concierge, AI skin analyzer, and more. This ensures that you only pay for the app, not for the features. 

6. How do beauty apps in the U.S. keep users engaged long-term?

Through loyalty programs, personalized recommendations, subscription models, exclusive drops, push notifications, educational content, and fast reordering options.

7. Can smaller or mid-size beauty brands build apps like Sephora or Ulta?

Absolutely. Platforms like Appbrew allow Shopify brands to build feature-rich, AI-powered beauty apps without requiring large dev teams or long timelines.

8. What’s the advantage of using AI features like skin analysis in beauty apps?

AI skin analysis helps users find products that match their unique skin profile - reducing returns, increasing buyer confidence, and boosting conversion by making shopping feel personalized and expert-guided.

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