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UK 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 UK 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 UK 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
amazon.co.uk	8.05
lookfantastic.com	7.58
boots.com	6.69
thefragranceshop.co.uk	4.67
theperfumeshop.com	4.62
cultbeauty.co.uk	3.68
spacenk.com	3.59
charlottetilbury.com	3.42
oralb.co.uk	2.42
sephora.co.uk	2.25
others	53.03

In the beauty and health PPC landscape, Amazon.co.uk leads with 8.05% click share, followed by Lookfantastic.com at 7.58%. ‘Others’ dominate with 53.03%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 UK 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	boots.com	amazon.co.uk	lookfantastic.com	theperfumeshop.com	oralb.co.uk	sephora.co.uk	cultbeauty.co.uk	thefragranceshop.co.uk	charlottetilbury.com	dior.com
2025/01/01	9.32%	10.84%	5.95%	2.62%	0.42%	1.13%	1.95%	3.4%	3.08%	3.31%
2025/01/02	10.05%	11.27%	5.08%	2.29%	2.79%	1.49%	1.95%	3.58%	3.72%	1.97%
2025/01/03	6.58%	9.97%	5.79%	2.15%	5.19%	1.61%	1.92%	4.48%	4.48%	1.77%
2025/01/04	6.64%	8.84%	6.49%	1.48%	5.35%	1.93%	1.76%	4.84%	4.23%	2.23%
2025/01/05	5.28%	8.59%	6.51%	2.04%	5.42%	2.36%	1.95%	5.02%	4.97%	2.32%
2025/01/06	4.52%	8.73%	5.83%	3.35%	4.91%	2.61%	1.77%	4.97%	2.85%	2.24%
2025/01/07	4.4%	6.67%	5.94%	1.62%	4.95%	2.24%	2.08%	5.67%	4.32%	2.68%
2025/01/08	4.15%	7.09%	5.67%	2.32%	4.59%	1.99%	2.26%	5.01%	4.15%	2.85%
2025/01/09	4.36%	7.55%	5.41%	2.32%	4.57%	2.09%	2.45%	4.76%	4.66%	3.12%
2025/01/10	4.1%	7.73%	5.28%	3.19%	4.88%	2.18%	2.36%	4.66%	3.38%	2.98%
2025/01/11	4.17%	7.84%	5.29%	3.27%	4.34%	2.2%	2.72%	4.33%	3.7%	2.4%
2025/01/12	4.19%	6.71%	5.61%	3.63%	3.92%	2.07%	2.51%	4.25%	3.45%	2.45%
2025/01/13	4.45%	6.15%	5.08%	1.97%	4.43%	2.24%	2.85%	3.9%	4.78%	2.17%
2025/01/14	4.79%	5.41%	4.78%	3.86%	4.53%	2.27%	2.53%	3.76%	3.54%	2.47%
2025/01/15	4.67%	5.47%	5.44%	4.34%	4.19%	2.07%	2.74%	4.33%	2.83%	2.36%
2025/01/16	4.36%	7.51%	5.39%	2.32%	4.54%	2.09%	2.44%	4.75%	4.64%	3.11%
2025/01/21	4.07%	6.52%	5.77%	5.26%	4.57%	2.37%	2.97%	3.52%	3.65%	4.18%
2025/01/22	3.87%	6.95%	4.86%	5.27%	4.78%	2.13%	2.43%	3.29%	3.82%	3.17%
2025/01/23	4.35%	5.98%	4.67%	7.04%	3.53%	2.55%	2.84%	3.29%	4.97%	3.1%
2025/01/24	4.51%	6.28%	4.46%	8.89%	4.41%	2.84%	3.03%	2.67%	4.44%	1.96%
2025/01/25	4.28%	6.73%	5.45%	3.85%	3.52%	3.08%	2.58%	2.46%	4.51%	2.45%
2025/01/26	4.8%	5.91%	5.71%	6.14%	3.75%	3.29%	2.76%	2.67%	3.63%	2.51%
2025/01/27	5.14%	6.18%	6.17%	5.06%	3.34%	3.4%	2.45%	2.6%	4.96%	1.93%
2025/01/28	5.7%	6.4%	5.79%	4.32%	4.68%	3.59%	2.02%	2.42%	4.13%	2%
2025/01/29	6.48%	7.26%	5.84%	4.67%	4.19%	3.21%	2.06%	2.5%	3.53%	1.88%
2025/01/30	7.53%	7.03%	5.66%	5.04%	3.84%	2.96%	2.08%	2.19%	2.72%	1.97%
2025/01/31	7.58%	7.22%	6.79%	5.2%	3.89%	2.62%	2.58%	2.27%	2.18%	1.61%

In January 2025, Boots.com saw a significant rise in PPC spend share, starting at 9.32% and ending at 7.58%. Amazon.co.uk maintained a strong presence, fluctuating but closing at 7.22%. Lookfantastic.com and Theperfumeshop.com experienced varied trends, with Lookfantastic.com peaking at 6.79% and Theperfumeshop.com at 8.89%. Overall, the month concluded with dynamic shifts across advertisers.

Market Exposure

Competitor Count for UK 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	5845
2025/01/02	5675
2025/01/03	5715
2025/01/04	5693
2025/01/05	5639
2025/01/06	5678
2025/01/07	5769
2025/01/08	5831
2025/01/09	5953
2025/01/10	5894
2025/01/11	5967
2025/01/12	5848
2025/01/13	5737
2025/01/14	5867
2025/01/15	5856
2025/01/16	5953
2025/01/21	5533
2025/01/22	5585
2025/01/23	5307
2025/01/24	5084
2025/01/25	5251
2025/01/26	5283
2025/01/27	5408
2025/01/28	5334
2025/01/29	5813
2025/01/30	5860
2025/01/31	5714

Advertisers fluctuated in January, peaking at 5,967 on the 11th, then declining to 5,084 on the 24th, before ending at 5,714.

Campaign Efficiency

Market Loss & Market Gains for UK 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
theperfumeshop.com	3.08%
sephora.co.uk	0.97%
cultbeauty.co.uk	0.65%
boots.com	0.58%
glassesdirect.co.uk	0.51%
charlottetilbury.com	-0.42%
allbeauty.com	-0.49%
justmylook.com	-0.52%
amazon.co.uk	-1.07%
thefragranceshop.co.uk	-2.79%

Theperfumeshop.com surged with a 3.08% click share increase, while thefragranceshop.co.uk dropped by 2.79%. Sephora.co.uk and cultbeauty.co.uk also gained, contrasting amazon.co.uk’s decline.

Campaign Efficiency

UK 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	amazon.co.uk	lookfantastic.com	boots.com	theperfumeshop.com	sephora.co.uk	spacenk.com	thefragranceshop.co.uk	cultbeauty.co.uk	ebay.co.uk	allbeauty.com
2025/01/01	13.82%	7.44%	9.99%	2.53%	1.43%	2.48%	4.04%	1.78%	2.05%	1.76%
2025/01/02	14.45%	6.56%	10.67%	2.18%	1.86%	2.19%	4.15%	1.84%	2.17%	1.98%
2025/01/03	13.32%	7.59%	7.24%	2.2%	2.05%	1.81%	5.45%	1.81%	2.6%	2.16%
2025/01/04	11.85%	8.51%	7.17%	1.52%	2.53%	1.72%	5.78%	1.78%	2.61%	2.47%
2025/01/05	11.56%	8.64%	5.74%	2.16%	3.15%	1.36%	6.32%	1.99%	2.45%	2.35%
2025/01/06	11.51%	7.57%	4.84%	3.34%	3.42%	1.76%	6.08%	1.86%	3.18%	2.45%
2025/01/07	8.99%	7.75%	4.7%	1.75%	2.98%	2.94%	7.09%	2.27%	2.99%	2.69%
2025/01/08	9.52%	7.5%	4.44%	2.31%	2.65%	3.44%	6.12%	2.51%	2.28%	2.95%
2025/01/09	10.22%	7.1%	4.71%	2.33%	2.84%	3.86%	5.9%	2.42%	2.31%	2.76%
2025/01/10	10.35%	6.81%	4.41%	3.31%	2.89%	3.89%	5.7%	2.36%	2.36%	2.79%
2025/01/11	10.53%	6.82%	4.51%	3.39%	2.91%	4.05%	5.4%	2.77%	2.58%	2.65%
2025/01/12	9.57%	7.28%	4.73%	3.78%	2.69%	3.78%	5.08%	2.58%	2.72%	2.64%
2025/01/13	8.82%	6.91%	4.93%	2.25%	2.89%	2.94%	4.71%	2.83%	2.46%	2.51%
2025/01/14	7.78%	6.3%	5.18%	4.09%	3.01%	2.43%	4.54%	2.75%	2.37%	2.65%
2025/01/15	7.66%	6.96%	5%	4.37%	2.71%	2.56%	5.03%	3.1%	2.63%	2.46%
2025/01/16	10.2%	7.1%	4.72%	2.34%	2.84%	3.86%	5.91%	2.41%	2.31%	2.76%
2025/01/21	9.01%	7.32%	4.07%	4.99%	3.04%	2.11%	4.42%	3.07%	2.89%	1.97%
2025/01/22	9.54%	6.24%	3.85%	4.86%	2.76%	2.47%	4.26%	2.29%	3.14%	1.88%
2025/01/23	8.52%	6.12%	4.26%	6.43%	3.48%	3.4%	4.31%	2.57%	1.93%	2.07%
2025/01/24	8.85%	6%	4.69%	7.39%	3.77%	3.89%	3.37%	2.71%	1.65%	1.89%
2025/01/25	9.25%	6.88%	4.52%	3.28%	3.99%	4.34%	3%	2.24%	2.39%	2.2%
2025/01/26	8.1%	7.85%	5.08%	5.37%	4.36%	3.51%	3.26%	2.51%	2.53%	1.91%
2025/01/27	8.51%	7.96%	5.38%	4.53%	4.25%	3.11%	3.08%	2.26%	2.74%	2.08%
2025/01/28	8.91%	7.85%	6.15%	4.26%	4.58%	2.88%	3.02%	1.95%	3.02%	2.1%
2025/01/29	9.72%	7.79%	6.84%	4.19%	4.2%	2.57%	2.94%	1.77%	2.89%	2.14%
2025/01/30	9.26%	7.5%	7.66%	4.21%	3.82%	2.5%	2.54%	1.87%	2.51%	1.96%
2025/01/31	9.6%	9%	7.71%	4.62%	3.36%	2.82%	2.65%	2.29%	2.28%	1.76%

January 2025 saw Amazon.co.uk’s impression share dip from 13.82% to 9.60%. Lookfantastic.com ended strong at 9.00%, while Boots.com rebounded to 7.71%. ThePerfumeShop.com and Sephora.co.uk showed steady growth, closing at 4.62% and 3.36%, respectively.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK 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
Charlotte Tilbury At Space NK - Up To 50% Off https://www.spacenk.com
Time For A Beauty Haul With Up To 50% Off At Space NK. Hurry, For A Limited Time Only! Shop...
2
Shop Online | The Body Shop https://www.thebodyshop.com
Treat Yourself To Some Of Our Most Popular Beauty Must Haves. We Create Beauty Routines Made For Everybody. Helping People Feel Good In Their Skin.
3
January Sale: Up To 70% Off | Shop January Sales Today https://www.thefragranceshop.co.uk
Limited Time Offer: Shop 15% Off Everything With Code: SCENT15. Shop January Sales At The...
4
The Perfume Shop | Up To 50% Off https://www.theperfumeshop.com
Genuine Perfumes From One of The UK's Largest Retailers! Browse Our Luxury Scents & Gifts.
5
Book An Appointment Online - Book Your Eye Test Online https://www.visionexpress.com › book › appointment
With Free 100 Day Returns Guarantee & Lifetime Servicing. Book Your Eye Test Online Today.

In the competitive world of beauty and wellness, Space NK entices with up to 50% off on Charlotte Tilbury products, urging a timely beauty haul. The Body Shop emphasizes inclusivity, offering beauty routines for everyone. The Fragrance Shop and The Perfume Shop captivate with significant discounts, while Vision Express highlights convenience with online eye test bookings.

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.

Learn more about our data.

Learn more about our data accuracy
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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Ask Arlo leverages real-time GenAI to answer customers’ questions about their own search data and receive instant, tailored responses and reports directly within the Adthena platform.

With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date.

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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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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.