diff --git a/briefcase/app.py b/briefcase/app.py
index 426742355..db333dfed 100644
--- a/briefcase/app.py
+++ b/briefcase/app.py
@@ -258,38 +258,94 @@ def _git_pull(self, path):
                 print('Unable to update template {}, using unpulled.'.format(template_name))
             print(error_message)
 
-    def install_app_requirements(self):
-        print(" * Installing requirements...")
-        if self.distribution.install_requires:
+    def _install_requirement(self, requirements, target):
+        if not requirements:
+            print("No requirements.")
+            return
+
+        class UglyHack:
+            """
+            TODO: Use a more direct way to get the information ;)
+            """
+            def __init__(self, requirements):
+                self.requirements = requirements
+
+                from pip.operations.freeze import freeze
+                self.freeze_lines = [line for line in freeze()]
+
+            def get(self, requirement):
+                """
+                return the 'pip freeze' line for the given requirement
+                e.g.:
+                --editable=git+https://github.com/pybee/toga.git@02a47d27d32d16b54800b658d9afd2b316924fd1#egg=toga_gtk&subdirectory=src/gtk
+                """
+                egg_name = requirement.replace("-", "_")
+                for line in self.freeze_lines:
+                    if egg_name in line:
+                        line=line.replace("-e ", "--editable=")
+                        return line
+
+            def get_all_toga_req(self):
+                requirements = []
+                for line in self.freeze_lines:
+                    if "toga" in line:# and not "toga_dummy" in line:
+                        line=line.replace("-e ", "--editable=")
+                        requirements.append(line)
+                return requirements
+
+            def transform(self):
+                toga_used = False
+                final_requirements = []
+                for requirement in requirements:
+                    if "toga" in requirement:
+                        toga_used = True
+                    else:
+                        final_requirements.append(
+                            self.get(requirement) or requirement
+                        )
+
+                if toga_used:
+                    toga_requirements = self.get_all_toga_req()
+                else:
+                    toga_requirements = None
+                return toga_requirements, final_requirements
+
+        toga_requirements, requirements = UglyHack(requirements).transform()
+        if toga_requirements:
             pip.main([
                     'install',
-                    '--upgrade',
+                    '--no-deps',
                     '--force-reinstall',
-                    '--target={}'.format(self.app_packages_dir)
-                ] + self.distribution.install_requires,
+                    '--target={}'.format(target)
+                ] + toga_requirements,
             )
-        else:
-            print("No requirements.")
+
+        pip.main([
+                'install',
+                '--upgrade',
+                '--force-reinstall',
+                '--target={}'.format(target)
+            ] + toga_requirements + requirements,
+        )
+
+    def install_app_requirements(self):
+        print(" * Installing requirements...")
+        self._install_requirement(
+            self.distribution.install_requires,
+            target=self.app_packages_dir
+        )
 
     def install_platform_requirements(self):
         print(" * Installing platform requirements...")
-        if self.app_requires:
-            pip.main([
-                    'install',
-                    '--upgrade',
-                    '--force-reinstall',
-                    '--target={}'.format(self.app_packages_dir),
-                ] + self.app_requires
-            )
-        else:
-            print("No platform requirements.")
+        self._install_requirement(self.app_requires,
+            target=self.app_packages_dir
+        )
 
     def install_code(self):
         print(" * Installing project code...")
         pip.main([
                 'install',
                 '--upgrade',
-                '--force-reinstall',
                 '--no-dependencies',  # We just want the code, not the dependencies
                 '--target={}'.format(self.app_dir),
                 '.'
@@ -316,7 +372,6 @@ def install_launch_scripts(self):
             pip.main([
                          'install',
                          '--upgrade',
-                         '--force-reinstall',
                          '--target=%s' % self.app_packages_dir,
                          'setuptools'
                      ])
diff --git a/briefcase/django.py b/briefcase/django.py
index a4f3c6a78..2b7ee480a 100644
--- a/briefcase/django.py
+++ b/briefcase/django.py
@@ -74,7 +74,6 @@ def install_platform_requirements(self):
             pip.main([
                     'install',
                     '--upgrade',
-                    '--force-reinstall',
                 ] + self.app_requires
             )
         else: