App Store Screenshots — Competitive Teardown

Baseline · 7 competitors · prepared for Matthi · 2026-05-21

The universal pattern (table stakes)

Oasis

Direct — Cormac's app
Leads with an alarming result (Fiji 25/100 + Arsenic callout). Cream/black/green = premium clinical. Only competitor using a founder face (Cormac, 87) as proof.
Oasis screenshots

Proof play

  • Founder card — Cormac Hayden, 87 Excellent
  • "Lab verified" badges

Villain

  • Arsenic, PFAS, microplastics, contaminants

Olive

Direct — the one we're flanking
Leads with an award/laurel ("#1 Holistic Health App"), not a result. Green gradients + kawaii mascot = friendly/mass. Strongest dedicated review-quotes screen + "100% Independent Project".
Olive main set Olive proof set

Proof play

  • Review quotes ("Best Yuka Alternative!")
  • "#1" laurel + App Store stars
  • "100% Independent" (anti-PepsiCo)

Villain

  • Seed oils, big-food ownership (PepsiCo), processing

Bobby Approved

Influencer-led
Leads with a product "Not Bobby Approved" verdict. Loud teal + ALL-CAPS white. The influencer's name is the authority stamp.
Bobby Approved set 1 Bobby Approved set 2

Proof play

  • Bobby Parish's name/brand
  • Stars screen

Villain

  • Sunflower/canola oil — "highly processed & inflammatory"

Yuka

Category leader — 50M+
No device frame — floating UI cards on green. Cleanest, most premium, most modern of the set. The "Hold brands accountable" activism (Powerade campaign) is the proof.
Yuka set

Proof play

  • Scale (implied) + brand-accountability activism
  • 2,549 consumers "called out Powerade"

Villain

  • Additives, sugar, "high-risk" ingredients; corporate accountability

Ivy

Closest to our OS endgame
Broadest scope — scanning + mood/sleep/energy/weight tracking. Cream + teal waves, bottom-caption band. Bridges scan + health-tracking (no biomarkers though). Weak on proof.
Ivy set 1 Ivy set 2

Proof play

  • None prominent (a gap in their set)

Villain

  • Pesticides, microplastics, heavy metals

OnSkin

Beauty/skincare
Leads with a question ("...really safe?"). Pale mint/pastel = gentle premium. Only app with an explicit AI chat surface ("AI cosmetologist") — but buried at screen 4-5, not the hook.
OnSkin set 1 OnSkin set 2

Proof play

  • 4.7 stars + "Powered by AI" badge

Villain

  • Parabens, risky cosmetic ingredients

Think Dirty

Heritage — since 2012
Leads with heritage/credibility (App of the Day, "Trust by Millions since 2012"). Mustard + playful shapes = editorial. Strongest press wall (NYT, Bloomberg, NPR, Fast Company).
Think Dirty set 1 Think Dirty set 2

Proof play

  • Press wall: NYT / Bloomberg / NPR / Fast Company
  • App of the Day + "Trust by Millions since 2012"

Villain

  • Toxic beauty ingredients, long-term health impacts

Fig

Direct threat — owns personalization
The only app built entirely around per-user personalization. "Create your Fig" = pick from 2,523+ diets/allergies/sensitivities. Flips the frame: not "avoid toxins" but "find foods you CAN eat" (positive, warm). Lime-green + black + lifestyle photography. Traffic-light system: Can eat / Limit / Avoid.
Fig main set Fig closing screen

Proof play

  • "+2,523 more!" conditions = depth flex
  • "works for you at 50+ stores"

Frame (no villain — inverted)

  • No toxin-fear. The enemy is restriction itself: "No more restrictions, only options"
  • Personalized match: "This product may not match your Fig"

The 6 gaps Baseline can exploit

  1. Nobody makes the agent the hero. OnSkin buries "AI cosmetologist" at screen 4. The category is scanners, not agents. "Ask Baseline" as the screen-1 frame is a category-step nobody's taken.
  2. Nobody has an editorial brand-line. They all use generic imperatives. Hannah's "The new health guideline baseline." out-memorables every headline here.
  3. Yuka's restraint wins. The leader uses floating cards, no device frame — cleanest, most premium. Match Yuka's discipline, not Olive's clutter.
  4. Nobody bridges products + blood + wearables. All single-surface scanners. Ivy is closest (mood/sleep) but no biomarkers. The OS endgame is open territory.
  5. Founder-proof is underused — and we have the biggest gun. Only Oasis (Cormac) does it. Cory's 9M dwarfs Cormac and Bobby Parish. A Cory screen out-guns everyone.
  6. The supplement betrayal is unclaimed. Everyone scans food/cosmetics. Nobody owns "your $40 multivitamin is mostly fillers." Our wedge.
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