Most downloaded fashion & beauty apps in the U.S. 2023

In the United States, Shein was the most downloaded app in the fashion and beauty app segment in 2023, registering more than 35 million downloads. Nike ranked second, with 15.2 million, followed by Poshmark with about ten million.

The rise of fast fashion

SHEIN-Fashion Shopping Online is the mobile app of Chinese company Shein, focused on selling fast fashion over the internet. Known for its vast catalog of inexpensive, trendy clothing, Shein has seen its popularity quickly skyrocket across the globe, particularly among younger consumers. Helped by the COVID-19 pandemic and an aggressive marketing strategy, Shein's app hit new records in monthly downloads in the U.S. in 2020. The brand has also positioned itself as the most searched brand on Google in the North American country, surpassing long-established local competitors such as Old Navy and JCPenney in 2021.

Resale is not to be forgotten

As a counter-proposal to the overconsumption encouraged by fast fashion, various brands have been increasingly betting on resale. In the United States, platforms such as Poshmark and GOAT have incorporated this option, attracting thousands of online shoppers interested in giving fashion items a second life. In 2021, Poshmark's app totaled some 10.4 million downloads on iOS and Android devices, while GOAT was downloaded 7.5 million times in the same period. According to forecasts, the value of the U.S. online resale market will increase nearly threefold between 2020 and 2030, to nearly 196 billion U.S. dollars.