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US Retail Health and Beauty - PPC Market Share Analysis March 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
sephora.com 12.74
ulta.com 10.02
amazon.com 9.06
bathandbodyworks.com 7.72
cvs.com 5.32
walmart.com 3.89
target.com 2.89
macys.com 1.56
fragrancenet.com 1.49
sallybeauty.com 1.41
others 43.9

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Sephora leads with 12.74% click share, followed by Ulta at 10.02%. Amazon captures 9.06%, while ‘others’ dominate with 43.9%.

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 cvs.com amazon.com walmart.com nutrafol.com sephora.com macys.com target.com 1800contacts.com ulta.com glassesusa.com
2025/03/01 5.36% 10.78% 3.31% 4.78% 6.43% 0.68% 3% 3.57% 4.4% 1.27%
2025/03/02 5.29% 11.45% 2.84% 4.07% 4.99% 0.58% 3.52% 4.05% 4.1% 1.07%
2025/03/03 7.42% 11.82% 2.54% 3.41% 4.49% 0.75% 4.18% 2.39% 4.5% 1.11%
2025/03/04 6.88% 9.04% 2.56% 3.76% 4.89% 0.58% 4% 5.9% 4.36% 0.95%
2025/03/05 6.5% 8.18% 3.45% 4.74% 5.67% 0.51% 2.89% 5.92% 4.23% 1.02%
2025/03/06 7.71% 10.2% 3.9% 2.84% 7.41% 0.66% 3.53% 4.31% 4.57% 1.24%
2025/03/07 9.42% 9.7% 3.91% 2.88% 6.48% 0.92% 3.57% 4.43% 5.03% 1.47%
2025/03/08 6.31% 8.14% 4.77% 2.45% 6.02% 1.68% 2.5% 4.97% 5.65% 1.54%
2025/03/09 5.6% 7.86% 4.34% 4.2% 5.51% 1.64% 2.75% 3.99% 5.23% 0.8%
2025/03/10 5.8% 9.19% 3.56% 3.52% 4.78% 1.38% 3.28% 4.24% 4.39% 1.07%
2025/03/11 5.33% 8.05% 3.98% 4.58% 5.98% 0.96% 3.08% 5.45% 3.96% 1.35%
2025/03/12 5.25% 8.48% 3.59% 4.64% 6.54% 0.8% 2.78% 5.74% 3.55% 1.04%
2025/03/13 5.43% 8.89% 4.16% 3.84% 6.8% 0.67% 2.84% 5.07% 3.68% 1.57%
2025/03/14 5.37% 9.04% 4.15% 4.97% 6.13% 0.67% 2.78% 6.24% 3.06% 1.18%
2025/03/15 5.16% 9.84% 3.64% 4.34% 5.24% 0.92% 2.77% 5.42% 3.37% 1.26%
2025/03/16 5.4% 9.81% 3.9% 4.36% 4.77% 1.02% 2.83% 4.34% 5.23% 1.11%
2025/03/17 6.28% 10.2% 3.69% 4.35% 5.62% 0.87% 2.68% 3.37% 5.76% 1.21%
2025/03/18 5.87% 10.23% 3.47% 4.51% 5.28% 0.63% 2.37% 3.75% 4.52% 1.25%
2025/03/19 6.02% 10.93% 3.78% 4.1% 5.01% 0.76% 2.65% 3.96% 4.1% 1.38%
2025/03/20 5.91% 9.53% 3.71% 4.77% 4.85% 1.25% 2.72% 3.85% 4.73% 1.65%
2025/03/21 6.21% 7.97% 3.93% 4.07% 5.81% 1.37% 2.85% 3.58% 4.14% 1.15%
2025/03/22 5.08% 7.61% 3.95% 4.42% 4.73% 1.61% 2.58% 3.02% 5.08% 1.59%
2025/03/23 5.09% 7.63% 4.4% 3.84% 4.76% 1.46% 2.85% 3.04% 5.16% 1.3%
2025/03/24 5.45% 9.01% 4.24% 4.58% 6.42% 0.81% 3.54% 2.51% 4.51% 1.31%
2025/03/25 4.86% 8.65% 3.36% 5.51% 6.25% 0.39% 3.2% 3.64% 3.71% 1.57%
2025/03/26 6.04% 8.88% 4.63% 5.02% 5.21% 0.55% 3.33% 3.81% 3.57% 1.58%
2025/03/27 7.14% 6.58% 5.69% 4.95% 5.92% 1.93% 3.28% 2.79% 3.91% 1.98%
2025/03/28 6.85% 6.88% 5.03% 3.24% 5.25% 4.49% 3.51% 3.11% 5.15% 1.76%
2025/03/29 5.72% 5.77% 4.76% 2.5% 4.55% 5.17% 3.04% 3.04% 6.95% 2.04%
2025/03/30 6.56% 6.45% 5.75% 2.39% 4.59% 5.72% 3.31% 2.7% 2.31% 1.76%
2025/03/31 7.48% 6.55% 5.08% 4.56% 4.36% 3.89% 3.58% 2.95% 1.98% 1.57%

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In March 2025, Amazon led PPC spend, peaking early, then declining. CVS saw fluctuations, ending strong. Walmart and Nutrafol showed steady growth. Sephora and Ulta had mid-month peaks. Macy’s surged late, while Target remained stable.

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
2025/03/01 7178
2025/03/02 7121
2025/03/03 7297
2025/03/04 7169
2025/03/05 7108
2025/03/06 7702
2025/03/07 7695
2025/03/08 7500
2025/03/09 7045
2025/03/10 7176
2025/03/11 7036
2025/03/12 6989
2025/03/13 6901
2025/03/14 6964
2025/03/15 6563
2025/03/16 6643
2025/03/17 6670
2025/03/18 6741
2025/03/19 6698
2025/03/20 6597
2025/03/21 6634
2025/03/22 6711
2025/03/23 6573
2025/03/24 6607
2025/03/25 6546
2025/03/26 6743
2025/03/27 6668
2025/03/28 6621
2025/03/29 6577
2025/03/30 6548
2025/03/31 6791

Copyright © Adthena. All rights reserved.

March began with 7,178 advertisers, peaking at 7,702 on the 6th. A decline followed, reaching 6,563 by the 15th. The month concluded with a slight recovery to 6,791 advertisers.

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
macys.com 1.14%
bathandbodyworks.com 0.63%
walmart.com 0.38%
ulta.com 0.34%
elfcosmetics.com 0.25%
hudabeauty.com -0.24%
fragrancenet.com -0.24%
dermstore.com -0.48%
1800contacts.com -0.52%
amazon.com -1.62%

Copyright © Adthena. All rights reserved.

In the past month, macys.com surged with a 1.14% click share increase, while amazon.com faced a decline of 1.62%.

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 cvs.com amazon.com walmart.com sephora.com macys.com target.com ulta.com bathandbodyworks.com fragrancenet.com temu.com
2025/03/01 7.45% 13.77% 5.19% 8.36% 1.03% 4.53% 6.94% 2.75% 2.83% 1.22%
2025/03/02 7.36% 14.43% 4.45% 6.69% 0.9% 5.28% 6.42% 3.12% 2.5% 1.44%
2025/03/03 10.12% 14.54% 3.75% 6.28% 1.14% 6.07% 6.63% 1.54% 2.06% 1.32%
2025/03/04 9.91% 11.51% 4.02% 6.89% 0.94% 6.01% 6.61% 2.61% 1.8% 1.34%
2025/03/05 9.65% 10.71% 5.57% 7.85% 0.82% 4.48% 7.1% 1.69% 1.93% 1.6%
2025/03/06 10.43% 12.14% 5.72% 8.95% 0.97% 5.04% 6.68% 1.82% 1.72% 1.33%
2025/03/07 12.1% 11.6% 5.47% 8.29% 1.33% 4.93% 7.37% 2.13% 1.59% 1.61%
2025/03/08 8.83% 10.11% 6.91% 7.19% 2.35% 3.69% 8.06% 1.49% 1.84% 1.42%
2025/03/09 7.91% 9.5% 6.42% 7.61% 2.29% 3.99% 8.1% 2.68% 1.91% 1.73%
2025/03/10 8.44% 10.87% 5.4% 6.32% 1.99% 4.81% 6.47% 2% 1.96% 1.75%
2025/03/11 7.96% 10.14% 6.4% 7.85% 1.45% 4.66% 5.64% 2.43% 2.14% 1.78%
2025/03/12 7.9% 10.57% 5.73% 8.11% 1.24% 4.31% 5.67% 3.59% 2.08% 1.42%
2025/03/13 8.03% 11.01% 6.42% 9.16% 0.98% 4.28% 5.77% 3.18% 1.91% 1.42%
2025/03/14 8.2% 11.62% 6.7% 8.17% 1.02% 4.41% 4.5% 3.06% 1.62% 1.23%
2025/03/15 7.92% 12.58% 5.82% 6.72% 1.38% 4.37% 5.41% 2.78% 1.84% 1.61%
2025/03/16 7.94% 12.25% 5.95% 6.69% 1.53% 4.32% 8.13% 2.8% 2.05% 1.44%
2025/03/17 9.2% 12.4% 5.57% 7.41% 1.23% 4.08% 8.45% 2.97% 1.64% 1%
2025/03/18 8.81% 12.44% 5.31% 6.68% 0.92% 3.59% 6.75% 4.82% 1.91% 1.12%
2025/03/19 9.14% 13.57% 5.87% 5.85% 1.08% 4.06% 6.03% 3.06% 1.75% 1.02%
2025/03/20 8.7% 11.68% 5.73% 6.52% 1.74% 4.11% 7.49% 3.32% 1.55% 1.24%
2025/03/21 9.39% 9.73% 6.13% 7.93% 1.95% 4.32% 5.83% 2.6% 1.4% 1.28%
2025/03/22 7.77% 9.32% 6.24% 6.27% 2.33% 3.98% 7.38% 2.34% 1.46% 1.39%
2025/03/23 7.72% 9.21% 6.71% 6.39% 2.03% 4.28% 7.7% 3.1% 1.61% 0.7%
2025/03/24 8.39% 10.78% 6.57% 8.11% 1.19% 5.32% 6.53% 2.13% 1.63% 0.73%
2025/03/25 7.7% 10.57% 5.51% 8.25% 0.6% 5.01% 6.01% 3.55% 1.77% 1%
2025/03/26 8.93% 10.73% 7.18% 6.88% 0.84% 5.11% 5.46% 2.5% 1.79% 1.26%
2025/03/27 10.11% 7.78% 8.62% 7.72% 2.71% 4.85% 5.97% 2.53% 1.37% 1.14%
2025/03/28 9.66% 7.91% 7.47% 6.88% 5.95% 5.07% 7.26% 2.68% 1.34% 1.16%
2025/03/29 8.06% 6.73% 6.98% 6.11% 7.02% 4.52% 9.71% 3.08% 1.37% 0.98%
2025/03/30 9.23% 7.33% 8.16% 6.39% 7.93% 4.86% 3.62% 2.1% 1.61% 1.52%
2025/03/31 10.65% 7.51% 7.46% 5.94% 5.55% 5.21% 3.05% 2.87% 1.85% 1.41%

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March saw Amazon’s impression share start strong, peaking mid-month, then declining. CVS fluctuated, ending with a rise. Walmart and Sephora showed steady growth, while Macy’s surged late. Ulta and Bath & Body Works had mixed trends.

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.

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  1. 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. 2
    Sally Beauty Supply https://www.sallybeauty.com

    Sally Beauty Salon Supplies — Save time and money on the personal care products you need by shopping with Sally Beauty. Discover...

  3. 3
    SEPHORA® Official Site | Score 50% Off Select Beauty https://www.sephora.com

    Get 50% Off Select Beauty Today! Don’t Miss Out—New Deals Every Day. Shop Beauty's Most Exclusive Brands. Discover The Latest Today.

  4. 4
    Ulta Beauty Official Site https://www.ulta.com

    Ulta Beauty — Shop The Latest In Makeup, Skin Care, Fragrance & Hair Care At Ulta Beauty. Shop New Arrivals & Top Brands at Ulta Beauty. Shop Online & In Store.

  5. 5
    Walgreens Photo - walgreens.com https://photo.walgreens.com

    Order Today, Pickup Today — Create Custom Photo Products For The Holiday Season & Pick Up Today. Shop Walgreens Photo.

Copyright © Adthena. All rights reserved.

In the vibrant world of Google PPC, Bath & Body Works enchants with fragrant wonderlands, while Sally Beauty promises savings on essential salon supplies. Sephora entices with exclusive 50% off deals, Ulta Beauty showcases the latest in beauty, and Walgreens Photo offers instant holiday memories.

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Our search consultants can introduce you to Whole Market View data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the locations that you need monitoring.