Abstract: Systems and methods are provided for implementing a multi-persona launcher for a computing device. After a user has authenticated himself or herself to the computing device, embodiments of the present disclosure provide the user with the ability to launch applications under a variety of personas. For example, a mobile handset can detect a “dwell” event for a particular icon and can then display an option to launch the application associated with the icon under a variety of personas. The user can select to launch the application under either persona without having to log in again.