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US Retail Health and Beauty - PPC Market Share Analysis February 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the US Health and Beauty category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Market Exposure

Share of Clicks for top 10 US Retail Health and Beauty brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

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Share of Clicks - Last month
Domain	Share of clicks
bathandbodyworks.com	21.77
sephora.com	15.95
ulta.com	8.41
amazon.com	6.39
cvs.com	2.95
target.com	2.61
walmart.com	2.03
fragrancenet.com	1.66
dior.com	0.91
soldejaneiro.com	0.83
others	36.49

In the beauty sector, Bath & Body Works leads with 21.77% click share, followed by Sephora at 15.95%. “Others” collectively hold a significant 36.49% share.

Market Exposure

Share of Spend for the top 10 US Retail Health and Beauty brands

Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month.

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Share of Spend - Last Month
Date	ulta.com	sephora.com	amazon.com	cvs.com	bathandbodyworks.com	walmart.com	target.com	1800contacts.com	nutrafol.com	glassesusa.com
2025/01/01	3.4%	8.81%	8.14%	2.97%	10.53%	2.28%	4.32%	2.49%	1.92%	2.07%
2025/01/02	4.21%	7.88%	7.49%	4.11%	10.1%	1.64%	5.37%	1.9%	2.23%	1.95%
2025/01/03	3.43%	8.21%	6.79%	4.25%	11.59%	1.83%	5.12%	1.85%	1.95%	2.07%
2025/01/04	3.75%	7.93%	6.37%	4.06%	10.25%	1.71%	4.35%	1.99%	1.99%	1.41%
2025/01/05	4.32%	7.37%	7.57%	4.81%	1.96%	1.92%	4.68%	2.19%	2.27%	1.99%
2025/01/06	4.75%	5.9%	7.65%	3.4%	4.57%	2.06%	3.66%	1.78%	1.97%	2.52%
2025/01/07	6.86%	6.87%	6.92%	2.87%	3.46%	1.7%	3.61%	2.45%	2.48%	1.88%
2025/01/08	4.46%	6.76%	7.16%	3.15%	3.31%	2.17%	3.97%	1.97%	2.51%	2.17%
2025/01/09	6.16%	6.58%	6.93%	2.85%	3.55%	1.8%	3.14%	1.61%	2.94%	1.91%
2025/01/10	6.52%	7.26%	6.58%	3.29%	4.78%	2.36%	3.28%	1.59%	2.06%	1.74%
2025/01/11	6.25%	7.53%	6.73%	3.13%	5.11%	1.96%	3.41%	1.96%	1.9%	2.02%
2025/01/12	5.22%	7.33%	6.47%	3.07%	4.59%	2.33%	3.5%	2.01%	2.24%	2.36%
2025/01/13	5.73%	7.6%	7.3%	4.9%	3.8%	1.78%	4.05%	1.89%	2.02%	2.04%
2025/01/14	6.14%	5.68%	6.98%	4.47%	3.85%	1.87%	3.76%	2.26%	2.15%	2.56%
2025/01/15	4.46%	6.76%	7.13%	3.12%	3.28%	2.16%	3.93%	1.95%	2.42%	2.14%
2025/01/16	6.13%	6.6%	6.9%	2.82%	3.51%	1.8%	3.12%	1.59%	2.84%	1.88%
2025/01/21	5.78%	8.16%	6.3%	6.66%	4.87%	3.55%	2.74%	1.06%	1.76%	2.11%
2025/01/22	4.83%	8.05%	6.3%	5.61%	7.16%	3.28%	2.37%	1.24%	1.37%	2.07%
2025/01/23	4.18%	6.96%	7.19%	5.47%	4.12%	2.29%	2.99%	1.21%	1.51%	1.85%
2025/01/24	4.43%	9.36%	6.96%	4.79%	4.68%	2.37%	3.01%	1.38%	1.76%	1.37%
2025/01/25	4.49%	9.62%	7.21%	4.94%	3.55%	2.28%	3.21%	1.33%	1.54%	2.05%
2025/01/26	4.66%	8.86%	7.19%	5.46%	3.72%	3.27%	2.99%	1.55%	1.83%	2.35%
2025/01/27	6.26%	8.88%	8.18%	5.56%	2.78%	3.95%	2.83%	1.08%	1.88%	1.65%
2025/01/28	6.97%	9%	7.43%	5.31%	4.04%	3.42%	2.64%	1.7%	1.84%	1.95%
2025/01/29	7.03%	8.27%	8.07%	5%	2.88%	3.8%	2.96%	1.16%	1.62%	1.82%
2025/01/30	9.73%	9.23%	7.63%	4.23%	2.88%	3.47%	2.71%	1.55%	1.84%	1.68%
2025/01/31	9.2%	9.05%	8.46%	4.28%	4.22%	3.67%	2.74%	1.81%	1.47%	1.44%

In January 2025, ulta.com saw a significant rise, peaking at 9.73% on January 30. Meanwhile, sephora.com maintained a steady lead, ending at 9.05%. Bathandbodyworks.com started strong but declined, finishing at 4.22%.

Market Exposure

Competitor Count for US Retail Health and Beauty

Ever wondered how many competitors you’re up against in your industry? Well look no further, here we can see the number of advertisers bidding over the last month.

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Competitor Count - Last month
Date	Competitor Count
2025/01/01	10811
2025/01/02	10424
2025/01/03	10681
2025/01/04	10388
2025/01/05	10505
2025/01/06	11289
2025/01/07	10511
2025/01/08	11012
2025/01/09	10907
2025/01/10	11241
2025/01/11	11055
2025/01/12	11420
2025/01/13	10777
2025/01/14	10986
2025/01/15	11012
2025/01/16	10907
2025/01/21	10314
2025/01/22	10426
2025/01/23	10587
2025/01/24	10014
2025/01/25	9978
2025/01/26	10136
2025/01/27	10287
2025/01/28	10131
2025/01/29	10825
2025/01/30	11569
2025/01/31	11010

January saw fluctuating advertiser numbers, peaking at 11,569 on the 30th, ending with 11,010.

Campaign Efficiency

Market Loss & Market Gains for US Retail Health and Beauty

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

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Market Loss & Market Gains - Last month
Name	Market Trend
sephora.com	1.26%
cvs.com	1.19%
walmart.com	1.13%
ulta.com	1.03%
soldejaneiro.com	0.38%
nutrafol.com	-0.21%
lancome-usa.com	-0.27%
esteelauder.com	-0.32%
target.com	-0.62%
bathandbodyworks.com	-1.49%

Sephora.com leads with a 1.26% click share rise, while bathandbodyworks.com drops by 1.49%. Ulta, Walmart, and CVS also see positive gains.

Campaign Efficiency

US Retail Health and Beauty Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

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Date	ulta.com	amazon.com	sephora.com	bathandbodyworks.com	cvs.com	walmart.com	fragrancenet.com	target.com	macys.com	temu.com
2025/01/01	4.98%	9.78%	8.76%	17.65%	3.79%	3.08%	1.9%	5.92%	1.35%	0.93%
2025/01/02	5.28%	8.56%	8.06%	18.46%	4.99%	2.22%	1.83%	7.01%	1%	1%
2025/01/03	4.66%	7.32%	7.92%	21.42%	5.2%	2.48%	1.61%	6.68%	1.02%	1.11%
2025/01/04	4.99%	7.26%	7.55%	19.01%	5.01%	2.32%	2.12%	5.72%	1.28%	1.25%
2025/01/05	6.41%	9.51%	8.12%	3.95%	6.42%	2.85%	2.31%	6.72%	1.64%	1.43%
2025/01/06	6.75%	9.49%	6.06%	9.78%	4.47%	2.93%	2.09%	5.12%	1.15%	1.16%
2025/01/07	10.41%	8.81%	7.21%	7.14%	3.94%	2.58%	1.93%	5.17%	0.74%	1.24%
2025/01/08	6.7%	9.19%	7.27%	7.28%	4.38%	3.23%	2.39%	5.65%	0.61%	1.16%
2025/01/09	8.92%	9.1%	6.8%	7.16%	3.97%	2.79%	2.18%	4.56%	0.57%	1.15%
2025/01/10	9.09%	8.64%	7.67%	8.65%	4.24%	3.36%	2.23%	4.49%	0.51%	1.23%
2025/01/11	8.87%	9.03%	7.9%	9.71%	4.08%	2.9%	2.02%	4.7%	0.77%	1.35%
2025/01/12	7.76%	8.57%	7.77%	8.5%	4.14%	3.36%	2.34%	4.92%	0.9%	0.94%
2025/01/13	8.05%	8.84%	8.13%	8.42%	6.28%	2.62%	1.84%	5.62%	0.73%	1.11%
2025/01/14	8.7%	8.93%	6.03%	7.95%	5.97%	2.76%	2.2%	5.28%	0.62%	1.05%
2025/01/15	6.72%	9.19%	7.29%	7.23%	4.35%	3.24%	2.45%	5.62%	0.64%	1.16%
2025/01/16	8.92%	9.09%	6.82%	7.1%	3.95%	2.8%	2.24%	4.53%	0.6%	1.14%
2025/01/21	8.12%	7.48%	8.29%	9.09%	9.01%	5.19%	2.04%	3.83%	1.45%	1.5%
2025/01/22	6.76%	7.14%	7.93%	15.05%	7.73%	4.94%	1.73%	3.24%	0.69%	1.51%
2025/01/23	6.02%	8.66%	7.33%	8.39%	7.59%	3.61%	2.34%	4.36%	0.63%	1.08%
2025/01/24	6.53%	8.52%	9.37%	8.02%	6.92%	3.81%	2.12%	4.46%	0.66%	1.17%
2025/01/25	6.59%	8.6%	9.82%	6.68%	7.06%	3.56%	2.56%	4.67%	1.32%	1.02%
2025/01/26	6.9%	8.51%	9.44%	7.06%	7.52%	4.75%	2.79%	4.36%	1.32%	1.07%
2025/01/27	9.01%	9.72%	8.69%	5.21%	7.48%	5.69%	3.15%	3.89%	1.28%	1%
2025/01/28	10.01%	8.64%	8.89%	9.66%	6.83%	4.87%	2.55%	3.47%	1.04%	0.81%
2025/01/29	10.02%	9.78%	8.25%	5.53%	6.46%	5.63%	2.79%	4.08%	1.25%	0.79%
2025/01/30	13.94%	9.1%	9.35%	4.99%	5.66%	5.04%	2.86%	3.69%	1.5%	0.69%
2025/01/31	12.36%	9.6%	9.19%	6.58%	5.55%	5.38%	3.85%	3.69%	1.7%	0.83%

In January 2025, ulta.com saw a significant rise in PPC impressions, peaking at 13.94% on January 30. Meanwhile, bathandbodyworks.com experienced a dramatic drop from 21.42% to 6.58%. The month concluded with ulta.com leading, while bathandbodyworks.com struggled.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US Retail Health and Beauty

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

See more data

1
Bath & Body Works® https://www.bathandbodyworks.com
Shop Bath & Body Works® — Hello Fragrant Wonderland! Our Single Wick Candles Have Amazing Quality Beginning to End. Bring Happiness Into Your Home With Room-Filling Fragrances. Shop Every Scent...
2
Sally Beauty Supply https://www.sallybeauty.com
Shop Sally Beauty Online — Save time and money on the personal care products you need by shopping with Sally Beauty. Discover salon quality products & brands from Sally Beauty. Free Shipping on...
3
SEPHORA® Official Site https://www.sephora.com
Buy Online & Pickup In-Store — Explore New Beauty & Add Best-Selling Products To Your Look. Shop SEPHORA® Now! Shop Beauty's...
4
Save 50% Off Now | Ulta Beauty Official Site https://www.ulta.com › love-your-skin › sale
50% Off Daily Beauty Steals - 30% Off Weekly Deals - Ulta Love Your Skin Sale. Here Today, Gone Tomorrow - Get Your Skincare Must-Haves Now.
5
Walgreens - Shop Walgreens & Save Now https://www.walgreens.com/
Shop Your Way With Walgreens! Convenient Store Locations to Shop Your Summer Favorites. Cool Down With Summer Savings. Walgreens Is Your One Stop Summer Shop. Save Today!

In the vibrant world of Google PPC, Bath & Body Works entices with a “Fragrant Wonderland,” while Sally Beauty promises salon-quality savings. SEPHORA® offers convenience with in-store pickups, and Ulta lures with irresistible discounts. Walgreens completes the scene as a summer savings haven.

Frequently Asked Questions

Data within the PPC Market Share Report 2025 is aggregated every month, highlighting the most significant changes from the previous period.
We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google.

On top of observed data, our data science models and patented technology expand on the insights through estimated metrics like market share, share of spend, and more.

We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.
The PPC Marketing Share Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods.

With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments.

Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.

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Yes. The PPC Market Share Report 2024 aggregates data from across both device types and Google Shopping.
The PPC Market Share Report 2024 is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
Our search consultants can introduce you to data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the geographies that need monitoring.

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Adthena identified over 108,000 trademark infringements, empowering the company to safeguard its brand equity and stay ahead of competitors.Read case study

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In today's volatile economic landscape, businesses face unprecedented challenges in justifying their marketing expenditures. While maximizing PPC performance and ensuring that every dollar spent delivers results, adopting a data-driven approach is imperative. Paid search advertising, a cornerstone of digital marketing strategies, is no longer immune to these budget cuts. As companies grapple with rising redundancies and shifting consumer behaviors, advertising teams are pressured to do more with less.Read case study

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In today's fast-paced digital marketing landscape, extracting valuable insights from vast amounts of data can be a daunting task. This is where Ask Arlo, Adthena's GenAI-powered chatbot, comes into play. Ask Arlo revolutionizes the way marketers of all levels interact with their data, providing instant, AI generated search insights and reports directly within the Adthena platform.Read case study

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