Disclosed are techniques and apparatuses for implementing device-based application security. These techniques enable a computing device to assign a security level from a hierarchy of security levels to an application. Once the security level is assigned to the application, authentication techniques associated with the security level can be initiated in response to a request to launch the application. When an indication is received that the security level for the application has been satisfied, the application can then be launched, availing a user of the application's full functionality.