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US Retail Health and Beauty - PPC Market Share Analysis May 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 15.94
amazon.com 8.39
ulta.com 6.59
cvs.com 6.14
target.com 4.36
bathandbodyworks.com 2.69
walmart.com 2.36
sallybeauty.com 2.22
gnc.com 1.22
fragrancenet.com 1.21
others 48.88

Copyright © Adthena. All rights reserved.

Sephora leads with 15.94% click share, followed by Amazon at 8.39%. Ulta and CVS trail behind, while ‘others’ dominate with 48.88%.

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 sephora.com cvs.com amazon.com target.com ulta.com nutrafol.com walmart.com dermstore.com fragrancenet.com groupon.com
2025/05/01 5.86% 6.3% 7.7% 4.55% 3.69% 2% 4.31% 0.44% 1.16% 0.61%
2025/05/02 27.88% 5.69% 6.37% 3.65% 3.84% 1.26% 1.97% 0.54% 0.8% 0.58%
2025/05/03 29.89% 4.92% 6.3% 3.27% 5.09% 1.15% 1.71% 0.53% 0.76% 0.84%
2025/05/04 29.81% 5.86% 7.26% 3.88% 3.73% 0.67% 2.24% 0.66% 0.71% 0.72%
2025/05/05 26.75% 4.68% 7.59% 3.71% 5.46% 1.06% 2.2% 0.72% 0.84% 1.04%
2025/05/06 29.32% 4.55% 8.16% 4.27% 3.11% 1.31% 2.21% 0.59% 0.71% 0.81%
2025/05/07 26.86% 4.89% 8.2% 4.18% 2.79% 1.18% 2.11% 0.7% 0.82% 1.33%
2025/05/08 29.71% 4.13% 7.79% 4.21% 3.48% 1.31% 2.56% 0.66% 0.8% 1.35%
2025/05/09 25.04% 5.2% 8.06% 4.08% 3.97% 1.57% 2.41% 0.78% 0.89% 1.26%
2025/05/10 22.94% 5.24% 8.73% 4.22% 3.95% 1.44% 2.46% 0.76% 0.74% 2.35%
2025/05/11 25.57% 5.8% 8.24% 4.21% 3.97% 1.04% 2.02% 0.73% 0.73% 1.94%
2025/05/12 28.27% 5.22% 8.65% 4.01% 3.13% 1.42% 2.02% 0.66% 0.65% 1.16%
2025/05/13 23.73% 6.34% 8.55% 4.25% 3.46% 1.1% 1.77% 0.69% 0.69% 1.32%
2025/05/14 25.79% 6.58% 8.58% 3.79% 3.52% 0.84% 2.03% 0.73% 0.61% 1.19%
2025/05/15 26.85% 6.05% 8.23% 3.78% 3.45% 1.17% 1.92% 1.05% 0.6% 0.86%
2025/05/16 27.89% 5.38% 6.96% 3.59% 3.79% 1.21% 1.79% 0.78% 0.61% 0.68%
2025/05/17 24.98% 6.04% 8.47% 3.77% 3.12% 1.55% 1.81% 0.86% 0.72% 0.51%
2025/05/18 20.3% 5.6% 9.18% 4.16% 3.52% 1.12% 2.15% 1.03% 0.83% 0.91%
2025/05/19 22.37% 5.38% 7.83% 4.32% 4.5% 1.28% 1.83% 1.13% 0.99% 0.84%
2025/05/20 26.51% 5.18% 6.69% 3.56% 3.34% 1.3% 1.57% 0.87% 0.87% 0.59%
2025/05/21 23.15% 4.93% 5.83% 3.79% 2.48% 1.14% 1.83% 0.95% 0.9% 0.7%
2025/05/22 28.22% 5.09% 4.2% 4.15% 2.84% 1.83% 1.81% 0.95% 0.81% 0.7%
2025/05/23 20.33% 5.65% 4.71% 4.01% 4.39% 1.14% 2.07% 1.05% 0.74% 0.79%
2025/05/24 24.24% 5.58% 4.05% 3.69% 3.89% 1.46% 1.67% 0.97% 0.67% 0.68%
2025/05/25 18.92% 4.93% 4.27% 3.74% 4.45% 1.97% 1.64% 0.97% 0.75% 0.67%
2025/05/26 31.28% 4.64% 3.29% 3.59% 3.04% 1.9% 1.65% 1.01% 0.65% 0.6%
2025/05/27 27.62% 4.53% 3.58% 3.47% 3.21% 2.01% 1.71% 0.43% 0.76% 0.53%
2025/05/28 25.18% 5.11% 3.93% 4.16% 2.72% 1.08% 1.79% 0.59% 0.69% 0.59%
2025/05/29 28.43% 5.26% 3.67% 3.57% 3.7% 1.21% 1.63% 0.58% 0.74% 0.58%
2025/05/30 23.65% 6.48% 4.2% 4.11% 2.89% 1.39% 2.06% 0.72% 0.66% 0.9%
2025/05/31 33.34% 4.56% 3.77% 3.68% 2.89% 1.91% 1.69% 0.79% 0.76% 0.54%

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Sephora’s PPC spend surged, peaking at 33.34% on May 31. Amazon’s share declined, ending at 3.77%. CVS and Target maintained steady trends, while Groupon’s fluctuated, closing at 0.54%.

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
2025/05/01 5791
2025/05/02 5933
2025/05/03 6045
2025/05/04 6002
2025/05/05 5908
2025/05/06 5860
2025/05/07 6060
2025/05/08 6081
2025/05/09 5912
2025/05/10 5890
2025/05/11 6029
2025/05/12 5930
2025/05/13 6076
2025/05/14 6032
2025/05/15 5959
2025/05/16 5908
2025/05/17 5936
2025/05/18 5942
2025/05/19 6008
2025/05/20 6006
2025/05/21 5948
2025/05/22 6100
2025/05/23 5853
2025/05/24 5819
2025/05/25 5921
2025/05/26 5796
2025/05/27 5850
2025/05/28 5712
2025/05/29 5916
2025/05/30 5705
2025/05/31 5724

Copyright © Adthena. All rights reserved.

May saw fluctuating advertiser numbers, peaking at 6,100 on May 22. The month concluded with a decrease, ending at 5,724.

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
gnc.com 0.76%
cvs.com 0.59%
soldejaneiro.com 0.46%
esteelauder.com 0.46%
lancome-usa.com 0.36%
groupon.com -0.28%
walmart.com -0.42%
sephora.com -0.55%
ulta.com -0.57%
amazon.com -4.07%

Copyright © Adthena. All rights reserved.

GNC surged with a 0.76% click share increase, while Amazon dropped by 4.07%. Lancome, Sol de Janeiro, and Estee Lauder also gained, contrasting Ulta and Sephora’s declines.

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 sephora.com target.com cvs.com amazon.com ulta.com walmart.com fragrancenet.com walgreens.com sallybeauty.com groupon.com
2025/05/01 3.86% 6.84% 8.46% 9.65% 4.66% 6.42% 1.72% 0.94% 0.92% 0.59%
2025/05/02 9.48% 6.68% 9.2% 9.65% 5.77% 3.74% 1.49% 0.92% 0.95% 0.64%
2025/05/03 9.27% 6.22% 8.43% 9.83% 6.58% 3.33% 1.49% 1.04% 0.86% 0.84%
2025/05/04 8.4% 7.13% 9.35% 10.73% 6.54% 4.26% 1.35% 1.18% 0.86% 0.69%
2025/05/05 7.66% 6.99% 7.98% 11.54% 6.21% 4.25% 1.55% 0.91% 1.02% 0.85%
2025/05/06 8.26% 7.88% 6.98% 12.31% 5.61% 4.3% 1.32% 1.27% 1.31% 0.79%
2025/05/07 7.66% 7.54% 7.9% 12.47% 4.09% 3.94% 1.59% 1.2% 1.29% 1.18%
2025/05/08 8.49% 8.02% 7.1% 12.18% 4.65% 5.06% 1.57% 1.07% 1.37% 1.38%
2025/05/09 7% 7.56% 8.64% 12.26% 4.82% 4.58% 1.64% 1.19% 1.4% 1.2%
2025/05/10 6.58% 7.57% 8.53% 12.79% 6.31% 4.43% 1.33% 1.24% 1.05% 2.35%
2025/05/11 6.67% 7.76% 9.42% 12.3% 5.91% 3.68% 1.31% 1.12% 0.97% 1.94%
2025/05/12 7.54% 7.53% 9.02% 13.04% 5.69% 3.83% 1.2% 1.11% 1.02% 0.92%
2025/05/13 7.15% 7.47% 10.17% 12.44% 5.17% 3.22% 1.2% 1.08% 1.13% 1.13%
2025/05/14 7.75% 6.9% 10.12% 12.69% 5.2% 3.81% 1.1% 1.09% 1.1% 1%
2025/05/15 8.29% 7.1% 9.24% 12.47% 5.51% 3.82% 1.15% 1.07% 1.07% 0.85%
2025/05/16 9.26% 6.84% 8.79% 10.76% 5.24% 3.47% 1.17% 1.1% 1.01% 0.65%
2025/05/17 8.47% 6.87% 9.12% 12.72% 5.52% 3.3% 1.29% 1.11% 1.01% 0.48%
2025/05/18 6.87% 7.21% 8.38% 12.84% 5.52% 3.8% 1.41% 1.07% 0.99% 0.69%
2025/05/19 7.19% 7.7% 8.16% 11.17% 6.15% 3.26% 1.8% 1.04% 1.02% 0.83%
2025/05/20 8.44% 6.78% 8.26% 10.34% 4.65% 3.04% 1.69% 1.07% 0.99% 0.66%
2025/05/21 8.49% 6.96% 7.71% 8.78% 4.3% 3.41% 1.72% 1.12% 1.11% 0.72%
2025/05/22 9.24% 7.91% 8.38% 6.65% 4.65% 3.58% 1.64% 1.2% 1.03% 0.67%
2025/05/23 7.45% 7.24% 8.53% 6.92% 5.07% 3.81% 1.3% 1.15% 1.29% 0.74%
2025/05/24 7.54% 7.08% 8.49% 6.38% 5.66% 3.32% 1.27% 1.24% 1.17% 0.7%
2025/05/25 6.7% 6.85% 7.58% 6.16% 5.71% 3.02% 1.32% 1.17% 1.2% 0.62%
2025/05/26 9.18% 7.48% 7.7% 5.53% 5.89% 3.53% 1.35% 1.34% 1.23% 0.72%
2025/05/27 8.77% 7.03% 7.39% 5.93% 3.96% 3.53% 1.44% 0.98% 1.41% 0.69%
2025/05/28 8.33% 7.92% 8.36% 6.1% 4.71% 3.43% 1.32% 1.15% 1.41% 0.54%
2025/05/29 8.42% 7.28% 7.87% 6.14% 4.61% 3.41% 1.54% 1.05% 1.49% 0.6%
2025/05/30 7.49% 7.89% 8.9% 6.56% 4.62% 4.06% 1.33% 1.29% 1.51% 0.77%
2025/05/31 10% 7.72% 7.32% 6.47% 4.85% 3.64% 1.63% 1.47% 1.32% 0.66%

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Amazon’s impression share peaked early May, then declined. Sephora ended strong, reaching 10.00% on May 31. CVS maintained a steady presence, while Target and Ulta fluctuated. Walmart and Groupon remained low.

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 and Body Works https://www.bathandbodyworks.com

    Summer Starts Here! New Summer Scents In Every Way You Want—mist It, Slather It, Swipe It. Time Travel Back To The Good Old Days And Reconnect With True Blue Spa.

  2. 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...

  3. 3
    SEPHORA® Official Site https://www.sephora.com

    Spring Beauty Has Arrived — Explore New Beauty & Add Best-Selling Products To Your Look. Shop SEPHORA® Now! Shop Beauty's...

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

    Shop Ulta Beauty — Shop The Latest In Makeup, Skin Care, Fragrance & Hair Care At Ulta Beauty. Shop Online, In App & In Store. Pickup Curbside Or In Store.

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

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

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Bath and Body Works evokes nostalgia with summer scents, while Sally Beauty emphasizes convenience and savings. Sephora entices with new spring beauty arrivals, and Ulta Beauty offers diverse shopping options. Walgreens Photo highlights quick, personalized holiday gifts.

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See this data specific to your brand performance

The data on this page is just a sample of the billions of data points we hold at Adthena. The insights generated by Ask Arlo, leverage real-time GenAI to answer questions about your search data.

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.

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