The 2025 International Women’s Day theme, “For All Women and Girls: Rights, Equality, Empowerment,” highlights global efforts to support women. In the mobile internet space, technology is playing a key role in empowering female users:
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Female Health Apps – Designed specifically for women, these tools offer precise health management solutions.
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Parenting & Baby Care Apps – Focus on supporting mothers with comprehensive childcare resources.
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Short Dramas, E-commerce & Utility Apps – Gain popularity by catering to women’s emotional and lifestyle needs.
These products not only fulfill functional needs but also convey warmth and empowerment.
Insightrackr has released the February 2025 Global Femtech App Download Rankings based on its monitoring data of the global mobile market. Respectively, the rankings present the Top 15 Female Health Apps by Downloads and Top 15 Parenting Apps by Downloads.
Additionally, it also dissects the advertising and creative strategies of the popular cases in February.
Top 15 Female Health Apps by Downloads
According to Insightrackr's data, among the Top 15 female health apps by downloads in February 2025, 10 out of them saw a MoM decline in downloads. Maintaining stable user acquisition remains a key challenge for apps in this category.
The overall ranking of female health apps fluctuated significantly.
Apps ranked Top 3 to Top 7 moved up from the mid-tier last month. However, those in Top 8 to Top 10 had dropped from leading positions. The market has yet to establish a stable top-tier competitive landscape.
The Top 1 and Top 2 remained unchanged, with the UK-based fertility and period tracking app Flo leading the list, followed by MyFitnessPal, a women’s health management app for tracking diet, exercise, and weight. MyFitnessPal is now owned by sports brand Under Armour.
The fitness app, JustFit, is developed by Enerjoy, a studio focused on sleep, fitness, and self-care. In February, its downloads surged 28.39% MoM, climbing five spots to Top 5 in the rankings. The app holds an impressive 4.8 rating on the App Store and consistently ranks in the Top 10 Health & Fitness apps in the U.S. App Store.
Top 15 Parenting Apps by Downloads
In February 2025, 9 out of the top 15 parenting apps saw a MoM decline in downloads. This includes Top 1-ranked Pregnancy +, a pregnancy tracking app designed for expecting mothers, developed by Philips.
Pregnancy App & Baby Tracker, ranked second, was developed by BabyCenter, a subsidiary of Johnson & Johnson, which was acquired by Everyday Health Group in 2019. Although it trails behind Pregnancy +, its downloads surged by 32.61% MoM in February.
Another rising star, Healofy, has shown an impressive performance. It is positioned as India’s leading social platform for pregnancy and parenting. In February, Healofy saw a 114.12% surge in downloads, catapulting 29 ranks to enter the Top 15.
Female App Advertising Case Analysis
01 Flo
Flo is developed by FLO HEALTH, a UK-based health tech unicorn. The app primarily uses AI, smartphones, and wearable devices to monitor over 70 health indicators for female users, providing guidance on reproductive health and menstrual health.
Flo currently serves a quarter of women in the U.S., with a global user base of around 380 million. According to monitoring data from Insightrackr, Flo's downloads in February surpassed 4 million, but there was a 14.09% decline compared to January.
From a regional perspective, the top 3 download sources for Flo are the United States, Brazil, and Mexico. In terms of revenue, the top 3 sources are the United States, Russia, and Brazil, with the U.S. market contributing over 60% of its revenue. Flo primarily relies on subscription services as its main monetization method, with its premium subscription offering new features like Symptom Checker and Health Assistant.
According to ad placement data, starting from mid-February, Flo's active creative volume significantly decreased, dropping from nearly 2,000 creatives per day on February 6th to less than 400 per day by the end of February. In contrast, during the mid to late January period, the app maintained a stable creative volume of over 1,500 per day.
Flo's ad placements are fairly distributed across countries and regions. Although the top 3 markets are the United States, United Kingdom, and Germany, the proportions are very close. Its main audience spread across North America and European countries.
In terms of creative materials, Flo primarily uses two types of video formats: animation and real-life creatives to address the different needs of female users.
For women of childbearing age who are concerned about fertility, the animation begins by posing a key question: "When can I get pregnant?" This helps capture the attention and interest of the target audience.
The animation then illustrates changes in the female reproductive cycle, incorporating familiar elements such as the uterus and ovaries, creating a sense of scientific credibility. The color scheme used aligns with women’s aesthetic preferences, featuring warm tones like pink and purple, delivering a visually comforting and inviting effect.
For women with contraception needs, Flo uses real-life creatives that start by addressing key pain points, such as "Does nauseous mean I'm pregnant?" The video then showcases features like the reproductive cycle tracker and pregnancy probability prediction. It highlights how the app helps alleviate anxiety and uncertainty by providing timely solutions.
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02 Healofy
Healofy is developed by India's local health tech studio, Vivoiz Healthtech. In addition to its parenting community, the app also integrates maternal and baby e-commerce features.
According to Insightrackr's February data, 96.55% of Healofy's downloads originated from India. New Zealand and Saudi Arabia followed, but they only represent a very small share. Similarly, revenue is heavily concentrated in the Indian market, which accounts for 93.36% of its income.
In terms of ad placements, although the overall active creative volume for Healofy in February wasn’t very large, the daily creative volume remained high compared to January, consistently exceeding 250 creatives per day. Regarding regional distribution, 94.03% of the creatives were placed in the Indian market, followed by Nigeria and the United Arab Emirates.
Healofy's creative materials are more focused on pregnancy and parenting scenarios, primarily using video creatives. The visuals frequently feature elements such as embryos, babies, pregnant women, and healthy foods.
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In addition to addressing expectant mothers' concerns directly, Healofy’s creatives also adopt the baby’s narrative perspective. They simulate images of babies at various gestational stages that greet mothers on screen, often using objects to illustrate the baby’s development. This approach effectively builds a direct emotional connection with pregnant users.
03 Pregnancy App & Baby Tracker
Pregnancy App & Baby Tracker offers features similar to Healofy but primarily targets the U.S. market. According to Insightrackr's February data, the United States led downloads with 62.6%, followed by Brazil at 27.36%, with India ranking third.
The top 3 revenue source regions mirror the download rankings—namely, the United States, Brazil, and India—with the U.S. contributing over 80% of the revenue. Insightrackr's data shows that Pregnancy App & Baby Tracker's income is primarily derived from in-app advertising (IAA).
In terms of ad placements, Pregnancy App & Baby Tracker maintained a relatively small volume of active creatives, with fewer than 10 per day in February. The top three regions for ad placements were the United States, Bangladesh, and Mexico.
From a creative standpoint, Pregnancy App & Baby Tracker mainly utilizes real-user videos to showcase its excellent reputation among mothers. These videos often feature pregnant women and employ key phrases like "number one" and "best" to endorse the product, while also highlighting that the product is free to use.
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Other Popular Apps Among Women
In addition to the apps specifically catering to women's needs, several products that address emotional and lifestyle aspects of women’s lives are also highly favored.
Based on audience analysis data from Insightrackr in the EU, which identified products with over 75% female users, it was found that women tend to prefer apps in the categories of short dramas, casual games, e-commerce, and AI or image editing tools.
Looking into the Facebook channel sample data, the top-ranked app in February was the short drama app DramaWave. Other popular short drama apps, such as ReelShort, GoodShort, and ShortMax, also made it into the top 15.
At the same time, casual games such as Goods Puzzle: Sort Challenge by Onesoft, Tricky Twist Puzzle by ABI Game, and Zen Color by Lexin Shengwen also made it to the list.
Additionally, e-commerce and utility apps are also very popular among women. The e-commerce platform SHEIN is the only e-commerce app to make it into the top 15, while image editing tool Sweet Beauty Camera Filter and AI assistant Luzia both ranked highly.
That's the overview of the download, revenue, and advertising of global social apps in February 2025.
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