App Store Optimization (ASO) is the unsung hero of mobile-app growth. Akin to SEO for websites, ASO often the making or breaking factor for whether an app gets discovered, installed, and retained. With millions of apps vying for attention, a well-optimized store listing can mean dramatically improved visibility, lower acquisition costs, and higher conversion rates.
In the booming beauty & wellness space, where app-based rituals for skincare routines, mindfulness and self-care are rapidly gaining traction, ASO becomes especially critical. In this post, we use Of Them All as a case study to examine how a modern “beauty plus self-care” startup handles its ASO presence today, what looks promising, and what could be improved. Of Them All launched in November and was recently featured in Women’s Wear Daily.
When it comes to ASO it’s important to consider a number of factors ranging from the competition to app details. Let’s take a look at some of those here.
Competitive Outlook
When looking at the competitive landscape, it’s important to look at industry competitors, those in adjacent industries and also clearly outline your company’s value proposition.
- Of Them All positions itself somewhat uniquely by merging skincare / beauty routines with mindfulness/self-care rituals combining external beauty with internal well-being. According to a recent analysis, the brand is “bridging the gap between beauty and mindfulness.” WWD
- On the iOS store, the app currently resides under Health & Fitness category. App Store This categorization suggests a wellbeing / wellness positioning rather than strictly “beauty.” That could be a double-edged sword: on one hand, it differentiates from typical “beauty product” apps; on the other, it may miss users searching under “Beauty” or “Skincare” categories.
- Because the core value proposition mixes beauty and self-care, the competitive set could span multiple verticals (beauty-product apps, mindfulness apps, wellness trackers, etc.). That gives Of Them All more breathing room than a pure-beauty app, but also raises the bar for messaging clarity — they need to communicate why they belong in that hybrid space, and why users should pick them over either a dedicated skincare product app or a meditation / wellness app.
| App | What it offers / core positioning |
|---|
| Skincare Routine | Helps users “discover the best order to apply skincare and makeup products, track usage, and achieve their best skin ever.” Lets you build AM/PM routines, avoid ingredient conflicts, and track usage over time. |
| FeelinMySkin | An app oriented around planning consistent skincare routines, tracking product usage/expiry, journaling skin progress, and even ingredient analysis or sensitivity tracking. |
| Skin Bliss | Markets itself as a “complete skincare operating system”: AI face scanning, personalized routines, ingredient safety checks, and daily tracking — a more data-driven, “smart” skincare + skin-health tool. |
| SkinSort | Focused on ingredient/product scanning + routine tracking: lets users scan cosmetics to check suitability, track their routine, monitor progress, and manage cosmetic products — positioning as a “companion / guide” for thoughtful skin-care consumers. |
| BasicBeauty | A simpler, “no-frills” routine planner: offers preset routines (face, hair, body, etc.), custom routines, reminders, journaling (progress photos, logging skin/lifestyle metrics), and helps users stay consistent without a heavy feature set. Good for beginners or minimalists. |
| TroveSkin | Often recommended as a “skin diary / photo-tracking app” — helps users track skin changes over time (e.g. progress before/after), monitor responses to products or routines, which is useful for long-term skin health and habits. |
Outlook: Given the trend toward holistic wellness (mental health + self-care + beauty), Of Them All’s hybrid positioning could give it a niche advantage, if its ASO reflects that hybrid nature and targets relevant users. Without proper optimization, though, it risks being “lost in the middle.”
Category & Store Placement
- On iOS, Of Them All is listed under Health & Fitness.
- The “Beauty” label appears on the Google Play listing for the Android version.
- This split (wellness vs. beauty) may reflect strategic positioning: wellness on iOS, beauty on Android, perhaps hinting at different user-acquisition strategies per platform or just a lack of consistent platforms across the app stores.
- However, mixed categorization can pose discovery challenges: depending on user search behavior, some potential users browsing beauty apps may never see it on iOS; conversely, some wellness-seeking users on Android might skip if they filter for health/wellness rather than “Beauty.”
Takeaway: For hybrid wellness/beauty apps, it’s important to pick consistent and strategic categories across platforms, or at least ensure metadata supports discovery across both verticals (wellness and beauty).
Keywords & Metadata
Based on standard ASO guidance: keywords in title, subtitle, and (on iOS) a dedicated keyword field, plus repetition in the app description for Play Store.
What we know about Of Them All:
- Title: Of Them All, a brand name rather than a descriptive keyword-rich title.
- Subtitle (on iOS) reads: Daily beauty rituals & mantras. That’s a reasonable value-proposition subtitle; it includes “beauty” and “rituals,” which may help for relevant searches, though “mantras” is more wellness-oriented.
- The “What You’ll Love” section (iOS description) highlights “affirmations & mantras,” “skincare meets self-care,” “beauty routine,” “ritual tracker,” “confidence-building.”
Strengths:
- “Beauty” + “rituals” + “skincare” + “self-care” are visible in the subtitle and description good signal for hybrid beauty/wellness searches.
- Use of benefit-driven language (“confidence,” “ritual,” “self-care”) appeals to the emotional / lifestyle motivations common in beauty-wellness users.
Opportunities / Concerns:
- At the time of writing this article, the app title doesn’t carry descriptive keywords, a missed opportunity to include top search keywords such as “skincare,” “beauty,” “self-care,” “wellness,” etc. ASO best practices often recommend embedding a strong keyword in the title.
- On Google Play, from the visible description snippet, the app appears described more like a meditation/relaxation app (talking about guided meditations, sleep stories, stress relief, self-healing) rather than explicitly combining beauty rituals + self-care. If accurate, that misalignment could confuse users seeking a beauty-oriented app.
- Given the hybrid nature, it may be tricky to target long-tail keywords effectively (e.g., “skincare routine app,” “beauty ritual tracker,” “mindfulness for beauty skin,” etc.), but such long-tail keywords might produce better conversion if discovery is successful.
Screenshots & Visual / Design Assets
- The app listing describes itself as providing beauty routines + mantras + self-care rituals. App Store
- If the screenshots (or preview images) reflect that promise (e.g., visually showing skincare routines, rituals, wellness prompts) and a clean, calming aesthetic that would help align with user expectations. In a beauty / self-care context, visual appeal matters as much as copy.
- Given the popularity of high-quality visuals and “aspirational lifestyle” framing in beauty apps (especially those mixing routines with wellness), the design of screenshots/screens must convey both the functional (routine tracker, reminders) and emotional (confidence, self-care, calm) benefits.
Recommendations / Gaps: It is important to ensure the first 2–3 screenshots clearly communicate: “This is a beauty + ritual + self-care app,” not just generic wellness or meditation. Use images that reflect skincare routines, mirror-ready rituals, calming visuals, lifestyle imagery. The focus should be on anything that reinforces the hybrid beauty-wellness identity.
General ASO Tips
Lessons from Of Them All + What Could Be Done Better
Based on modern ASO guidance and common pitfalls.
- Use descriptive and keyword-rich titles / subtitles — For hybrid apps, embedding relevant terms like “skincare,” “beauty,” “self-care,” “ritual,” “wellness” can enhance discoverability.
- Localize keywords and metadata for each region — If Of Them All expands internationally, they should research local beauty/wellness search terms.
- Focus on emotional benefits, not just features — Beauty/self-care users often search based on lifestyle aspirations (“glowing skin,” “daily ritual,” “confidence,” “self-love”), so listing copy and visuals should reflect that.
- Keep visuals on-brand — show hybrid identity clearly — Utilize screenshots that convey both beauty routines (external) and wellness/self-care (internal mindset) to avoid confusion.
- Monitor and iterate keywords over time — ASO is a cycle: track which keywords lead to installs, which don’t; see what competitors update; and refine accordingly.
- Encourage reviews & ratings — social proof matters — New apps especially need positive reviews to boost credibility and conversion. Many ASO guides note that social proof + continual updates improve ranking and conversion potential.
- Ensure consistency across platforms — Metadata, category, and value proposition should feel coherent whether the user lands on iOS or Android, to avoid user confusion.
Given Of Them All’s hybrid positioning, leaning into a clear brand narrative (“beauty meets mindfulness”) across all ASO elements (title, subtitle, description, visuals) could meaningfully improve its discovery and conversion potential.
Conclusion
Of Them All occupies a compelling niche at the intersection of beauty, self-care, and wellness — a space that’s increasingly resonant in 2025 as users seek more holistic approaches to skincare and self-love. Their current store presence shows many of the building blocks for ASO: a benefit-driven subtitle, relevant messaging around “beauty rituals & mantras,” and an evocative value proposition combining skincare with everyday self-care.
That said, there are always opportunities to update your ASO. ASO is an ongoing game, for all of us and all of them! A more descriptive title, clearer cross-platform metadata alignment, and screenshots that explicitly communicate the hybrid beauty-wellness promise could improve visibility and conversion.
For other app makers in the beauty or wellness space: the key takeaway is this — the store listing is your first “touchpoint” with potential users. If you get the copy, keywords, visuals, and category right, you dramatically increase your chances of discovery and adoption. But if you send mixed signals (e.g., a wellness title but beauty category, or vague visuals), even a great product risks being overlooked.
If you’d like do get an in-depth analysis of your app, contact me and we can chat!