What it does
MakeupPlus is a powerful photo editing app designed for portrait and selfie enhancement. Its core function is to allow users to apply a wide range of virtual makeup, from subtle touch-ups to full looks. Beyond makeup, the app offers tools for facial reshaping, hair color changes, and applying stylistic filters to alter the mood and texture of an image.
Where it shines
The app excels at providing both speed and depth in its editing process. The initial onboarding is a great example, using interactive before-and-after sliders to prove its value immediately (00:01-00:12). In the main editor, users can apply a complete makeup look with a single tap (00:57), but what makes it stand out is the ability to then drill down and individually adjust every component of that look, like changing the eyeshadow style and fine-tuning its intensity with a slider (01:08).
UX highlights
- Layered Editing: Users can start with broad presets (e.g., 'Instagram Style') and then customize individual elements like lipstick, blush, and eyeliner, offering a flexible workflow.
- Interactive Tutorials: The app uses subtle, timely overlays like "Pinch to zoom in and out!" (00:53) to teach gestures contextually without interrupting the user's flow.
- Categorized Looks: Makeup styles are sorted into intuitive categories like "HOT," "Instagram Style," and "J-POP" (01:11), helping users quickly find a look that matches their desired aesthetic.
- Intensity Sliders: Nearly every effect, from makeup to filters and hair color, can be adjusted with a simple intensity slider, giving users precise control over the final result.
- Before/After Comparison: A persistent button allows users to tap and hold to see the original image, providing instant feedback on their edits.
- Premium Feature Indicators: Premium-only features are clearly marked with a diamond icon, managing user expectations and creating an incentive to upgrade.
Monetization & growth
MakeupPlus uses a free trial model with a paywall presented early in the user journey. The onboarding flow funnels users directly to a subscription screen at 00:13, which clearly outlines the benefits and timeline of a 7-day free trial. The app locks a significant number of its most appealing makeup looks, filters, and editing tools behind this premium subscription, frequently reminding free users of the value of upgrading with diamond icons throughout the UI.
Who it’s for
The app is primarily for social media users, influencers, and anyone looking to enhance their selfies and portraits. It caters to a wide spectrum, from users who want a quick, one-tap fix to look their best, to more advanced users who enjoy experimenting with different makeup styles and creating highly personalized, artistic edits. The trendy filter names and styles suggest a focus on a younger, digitally native audience.
Notes & opportunities
The editing interface is packed with features, which is great for power users but could be slightly overwhelming initially. The bottom navigation has multiple levels of horizontal scrolling menus, which can make finding a specific tool a bit slow. For example, a user has to scroll through makeup, filters, and then another set of tools. Streamlining this navigation or introducing a search function for effects could improve the experience for frequent users.