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.
See how often AIOs appear and how search intent is distributed across buying signals.
How often a Google AI overview appears on search terms relevant to this category.
| Frequency | Percentage |
|---|---|
| Frequency | 9.35078507975 |
| 90.6492149202 |
A complex query is a longer, more detailed search that often contains multiple keywords, specific conditions, or multi-part questions.
| Frequency | Percentage |
|---|---|
| Frequency | 47 |
| 53 |
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Here are the Top 10 competitors in the industry by Share of Clicks for the last month.
| Domain | Share of clicks |
|---|---|
| boots.com | 11.75 |
| theperfumeshop.com | 6.07 |
| lookfantastic.com | 5.68 |
| hollandandbarrett.com | 4.9 |
| charlottetilbury.com | 3.51 |
| cultbeauty.co.uk | 3.28 |
| thefragranceshop.co.uk | 2.82 |
| dior.com | 2.69 |
| spacenk.com | 2.5 |
| sephora.co.uk | 2.21 |
| others | 54.59 |
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In the beauty sector, Boots leads with 11.75% click share, while ‘others’ dominate at 54.59%, highlighting diverse competition.
Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month.
| Date | boots.com | lookfantastic.com | theperfumeshop.com | cultbeauty.co.uk | spacenk.com | charlottetilbury.com | sephora.co.uk | dior.com | thefragranceshop.co.uk | hollandandbarrett.com |
|---|---|---|---|---|---|---|---|---|---|---|
| 2025/11/01 | 12.14% | 5.45% | 2.53% | 2.5% | 1.59% | 1.78% | 1.43% | 3.67% | 2.47% | 2.14% |
| 2025/11/02 | 10.87% | 5.66% | 2.68% | 1.92% | 1.63% | 2.35% | 1.9% | 3.16% | 2.44% | 2.15% |
| 2025/11/03 | 12.89% | 5.28% | 3.2% | 1.92% | 1.28% | 2.18% | 2.04% | 3.14% | 3.41% | 2.56% |
| 2025/11/04 | 15.19% | 4.98% | 3.85% | 1.76% | 1.54% | 2.94% | 1.59% | 2.99% | 3.47% | 2.54% |
| 2025/11/05 | 10.83% | 4.97% | 4.35% | 1.98% | 1.98% | 3.51% | 1.03% | 3.28% | 2.7% | 2.09% |
| 2025/11/06 | 10.76% | 4.42% | 4.92% | 1.99% | 1.71% | 1.73% | 1.6% | 3.07% | 2.8% | 2.46% |
| 2025/11/07 | 9.9% | 4.42% | 5.89% | 1.81% | 1.93% | 2.25% | 1.27% | 2.92% | 2.93% | 2.15% |
| 2025/11/08 | 10.34% | 4.92% | 6.06% | 1.86% | 1.33% | 3.61% | 1.2% | 2.93% | 3.06% | 2.14% |
| 2025/11/09 | 7.62% | 5.05% | 5.94% | 2% | 1.13% | 2.33% | 1.49% | 3.42% | 2.64% | 2.09% |
| 2025/11/10 | 8.41% | 5.29% | 4.67% | 2.71% | 1.38% | 2.36% | 2.65% | 2.83% | 2.57% | 2.02% |
| 2025/11/11 | 8.44% | 4.32% | 6% | 2.5% | 1.16% | 2.74% | 1.57% | 3.59% | 2.77% | 3.41% |
| 2025/11/12 | 8.61% | 5.57% | 6.33% | 3.1% | 1.35% | 2.52% | 1.42% | 3.2% | 2.15% | 2.22% |
| 2025/11/13 | 8.8% | 5.73% | 8.6% | 2.78% | 1.51% | 4.91% | 1.41% | 3.17% | 1.82% | 1.68% |
| 2025/11/14 | 9.51% | 5.91% | 6.8% | 2.61% | 1.31% | 5.99% | 1.48% | 3.1% | 1.61% | 1.76% |
| 2025/11/15 | 10.65% | 6.09% | 4.28% | 2.25% | 1.19% | 5.66% | 1.69% | 3.23% | 1.21% | 1.71% |
| 2025/11/16 | 9% | 5.45% | 4.22% | 2.12% | 1.03% | 8.47% | 1.66% | 2.69% | 0.97% | 1.7% |
| 2025/11/17 | 8.44% | 4.46% | 3.7% | 1.87% | 1.17% | 9.8% | 2.35% | 2.83% | 0.95% | 1.69% |
| 2025/11/18 | 9.69% | 4.56% | 4.6% | 1.8% | 1.32% | 7.24% | 2.99% | 2.44% | 0.93% | 1.64% |
| 2025/11/19 | 10.48% | 4.56% | 4.42% | 2.15% | 1.33% | 9.1% | 2.67% | 2.77% | 1.19% | 1.58% |
| 2025/11/20 | 8.66% | 4.32% | 4.32% | 2.87% | 1.14% | 4.19% | 2.6% | 2.62% | 1.33% | 1.66% |
| 2025/11/21 | 8.21% | 5.28% | 5.28% | 4.45% | 1.26% | 4.84% | 2.77% | 2.22% | 1.64% | 1.78% |
| 2025/11/22 | 9.08% | 4.48% | 5.98% | 4.79% | 1.18% | 3.56% | 2.37% | 1.85% | 1.88% | 1.88% |
| 2025/11/23 | 8.9% | 5.01% | 4.17% | 4.17% | 0.75% | 3.73% | 2.25% | 1.86% | 1.65% | 1.97% |
| 2025/11/24 | 8.61% | 6.29% | 5.09% | 4.07% | 0.93% | 4.26% | 2.54% | 2.15% | 1.55% | 2.21% |
| 2025/11/25 | 8.55% | 4.83% | 4.95% | 5.48% | 3.26% | 3.32% | 2.23% | 2.19% | 1.64% | 2.09% |
| 2025/11/26 | 8.88% | 4.82% | 4.71% | 5.35% | 4.88% | 2.7% | 2.14% | 2.45% | 2.41% | 2.09% |
| 2025/11/27 | 9.59% | 5.87% | 4.01% | 5.82% | 5.09% | 2.43% | 1.97% | 2.67% | 2.52% | 1.79% |
| 2025/11/28 | 8.14% | 10.09% | 3.81% | 6.82% | 5.05% | 2.74% | 1.41% | 1.85% | 2.71% | 3.19% |
| 2025/11/29 | 8.54% | 7.51% | 4.69% | 4.16% | 4.05% | 3.05% | 2.37% | 2.33% | 3% | 1.87% |
| 2025/11/30 | 8.8% | 8.48% | 5.03% | 4.26% | 3.78% | 3.5% | 2.33% | 2.23% | 2.07% | 2% |
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Boots.com started November strong, peaking at 15.19% on the 4th, but ended at 8.8%. Lookfantastic.com surged late, reaching 10.09% on the 28th. Theperfumeshop.com saw a mid-month peak at 8.6% on the 13th. Cultbeauty.co.uk climbed steadily, peaking at 6.82% on the 28th. Spacenk.com had a late surge, peaking at 5.09% on the 27th. Charlottetilbury.com peaked mid-month at 9.8% on the 17th. Sephora.co.uk saw a late rise, peaking at 2.99% on the 18th. Dior.com had a steady decline, ending at 2.23%. Thefragranceshop.co.uk peaked early at 3.47% on the 4th. Hollandandbarrett.com had a late peak at 3.19% on the 28th.
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.
| Date | Competitor Count |
|---|---|
| 2025/11/01 | 2661 |
| 2025/11/02 | 2677 |
| 2025/11/03 | 2633 |
| 2025/11/04 | 2732 |
| 2025/11/05 | 2722 |
| 2025/11/06 | 2660 |
| 2025/11/07 | 2643 |
| 2025/11/08 | 2653 |
| 2025/11/09 | 2489 |
| 2025/11/10 | 2499 |
| 2025/11/11 | 2306 |
| 2025/11/12 | 2450 |
| 2025/11/13 | 2489 |
| 2025/11/14 | 2383 |
| 2025/11/15 | 2437 |
| 2025/11/16 | 2381 |
| 2025/11/17 | 2425 |
| 2025/11/18 | 2351 |
| 2025/11/19 | 2330 |
| 2025/11/20 | 2256 |
| 2025/11/21 | 2418 |
| 2025/11/22 | 2422 |
| 2025/11/23 | 2361 |
| 2025/11/24 | 2363 |
| 2025/11/25 | 2375 |
| 2025/11/26 | 2313 |
| 2025/11/27 | 2367 |
| 2025/11/28 | 2308 |
| 2025/11/29 | 2361 |
| 2025/11/30 | 2421 |
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November began with 2,661 advertisers, peaking at 2,732 on the 4th. A decline followed, reaching 2,256 on the 20th. The month concluded with a slight recovery to 2,421 advertisers.
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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Cultbeauty.co.uk surged with a 1.99% click share increase, while boots.com faced a 1.99% decline.
Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.
| Date | lookfantastic.com | boots.com | spacenk.com | cultbeauty.co.uk | theperfumeshop.com | sephora.co.uk | thefragranceshop.co.uk | amazon.co.uk | hollandandbarrett.com | dior.com |
|---|---|---|---|---|---|---|---|---|---|---|
| 2025/11/01 | 7.31% | 14.18% | 2.59% | 3.17% | 2.52% | 2.21% | 3.21% | 3.44% | 2.84% | 3.12% |
| 2025/11/02 | 7.66% | 12.54% | 2.77% | 2.47% | 2.66% | 2.91% | 3.13% | 3.67% | 2.69% | 2.78% |
| 2025/11/03 | 7.15% | 15.33% | 2.12% | 2.24% | 3.12% | 3.1% | 4.38% | 2.64% | 2.99% | 2.86% |
| 2025/11/04 | 6.63% | 17.3% | 2.52% | 2.07% | 3.81% | 2.32% | 4.37% | 2.72% | 3.05% | 2.57% |
| 2025/11/05 | 6.82% | 13.15% | 3.26% | 2.56% | 4.43% | 1.57% | 3.49% | 2.69% | 2.73% | 3.1% |
| 2025/11/06 | 5.99% | 12.83% | 2.87% | 2.38% | 5.17% | 2.43% | 3.68% | 1.85% | 3.32% | 2.81% |
| 2025/11/07 | 6.25% | 11.94% | 3.17% | 2.37% | 6.01% | 1.98% | 3.84% | 2.08% | 2.99% | 2.84% |
| 2025/11/08 | 6.87% | 12.33% | 2.32% | 2.25% | 6.22% | 1.98% | 3.99% | 1.86% | 2.76% | 3.03% |
| 2025/11/09 | 7.34% | 9.43% | 2.2% | 2.59% | 5.86% | 2.46% | 3.8% | 2.51% | 3.04% | 3.51% |
| 2025/11/10 | 7.63% | 10.41% | 2.41% | 3.42% | 5% | 4.23% | 3.42% | 2.12% | 2.97% | 3.04% |
| 2025/11/11 | 6.59% | 10.62% | 2.31% | 3.61% | 6.21% | 3.06% | 3.66% | 2.34% | 4.83% | 3.45% |
| 2025/11/12 | 8.01% | 10.49% | 2.32% | 4.07% | 6.35% | 2.38% | 2.94% | 4.81% | 2.81% | 2.91% |
| 2025/11/13 | 8.09% | 10.77% | 2.5% | 3.6% | 8.9% | 2.39% | 2.41% | 3.71% | 2.4% | 3.08% |
| 2025/11/14 | 8.44% | 11.92% | 2.2% | 3.43% | 7.09% | 2.45% | 2.15% | 1.65% | 2.49% | 3.02% |
| 2025/11/15 | 8.99% | 13.32% | 2.05% | 3.07% | 4.14% | 2.92% | 1.64% | 1.67% | 2.43% | 3.05% |
| 2025/11/16 | 8.33% | 11.36% | 1.88% | 2.88% | 4.27% | 2.77% | 1.36% | 1.81% | 2.59% | 2.65% |
| 2025/11/17 | 6.84% | 10.79% | 2.11% | 2.62% | 3.73% | 3.99% | 1.39% | 1.96% | 2.56% | 2.65% |
| 2025/11/18 | 6.69% | 11.88% | 2.24% | 2.45% | 4.7% | 4.81% | 1.27% | 1.25% | 2.51% | 2.23% |
| 2025/11/19 | 6.63% | 13.16% | 2.25% | 2.84% | 4.53% | 4.25% | 1.69% | 1.6% | 2.5% | 2.3% |
| 2025/11/20 | 6.37% | 10.56% | 1.94% | 3.99% | 4.2% | 4.28% | 1.91% | 1.95% | 2.46% | 2.39% |
| 2025/11/21 | 7.3% | 9.66% | 1.95% | 6.05% | 5.22% | 4.22% | 2.21% | 3.03% | 2.6% | 1.81% |
| 2025/11/22 | 6.07% | 10.87% | 1.83% | 6.64% | 5.74% | 3.64% | 2.52% | 2.7% | 2.64% | 1.36% |
| 2025/11/23 | 7.13% | 10.97% | 1.31% | 5.85% | 4.25% | 3.54% | 2.31% | 3.05% | 2.84% | 1.45% |
| 2025/11/24 | 8.55% | 10.21% | 1.43% | 5.55% | 5.3% | 3.93% | 2.13% | 2.76% | 3.12% | 1.65% |
| 2025/11/25 | 6.48% | 10.11% | 5% | 7.27% | 5.09% | 3.56% | 2.16% | 2.32% | 2.79% | 1.71% |
| 2025/11/26 | 6.53% | 10.36% | 7.4% | 6.97% | 4.61% | 3.27% | 3.14% | 1.79% | 2.93% | 1.95% |
| 2025/11/27 | 7.85% | 11.06% | 7.6% | 7.77% | 3.81% | 2.91% | 3.23% | 2.28% | 2.47% | 2.02% |
| 2025/11/28 | 13.28% | 9.16% | 7.32% | 9.06% | 3.7% | 2.11% | 3.46% | 2.79% | 3.85% | 1.27% |
| 2025/11/29 | 9.81% | 9.81% | 6.19% | 5.42% | 4.58% | 3.48% | 3.81% | 2.47% | 2.54% | 1.62% |
| 2025/11/30 | 11.37% | 10.16% | 5.79% | 5.39% | 4.8% | 3.57% | 2.53% | 2.47% | 2.38% | 1.61% |
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In November 2025, lookfantastic.com saw a significant rise in PPC impressions, peaking at 13.28% on the 28th. Meanwhile, boots.com maintained a strong presence, though fluctuating, ending at 10.16%. The month concluded with lookfantastic.com leading the impressions share.
Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.
Expert, Confidential Advice to Give You Access To Prescription Weight Loss Treatment. Get Qualified Support and Wave Goodbye to Your Excess Weight. Find Out More Today! No Appointment Needed.
SEPHORA UK Rewards — We Belong To Something Beautiful. When We Belong, It Gives Us The Power To Be Ourselves
Working hand-in-hand with nature to protect, heal, regenerate & change our world for good. Discover moments of body-loving magic with our new Beauty Advent Calendars.
Genuine Perfumes From One of The UK's Largest Retailers! Browse Our Luxury Scents & Gifts. Shop Our Black Friday Deals & Save Up To 50% Today! Deals So Good, They Won’t Last Long.
Shop our Wide Range of Glasses — Our Advanced Eye Test, checks your sight & eye health too. NHS Eye Test Upgrade available. Look after your eyes with our Advanced Eye Test. Checks Vision & Eye Health Includes OCT.
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In the world of Google PPC, Boots.com stands out with its promise of expert, confidential weight loss advice, while Sephora.co.uk emphasizes belonging and empowerment. The Body Shop promotes nature-driven beauty, The Perfume Shop entices with Black Friday deals, and Vision Express highlights comprehensive eye care.
Imagine being able to instantly see your competitors Market Share, Share of Spend and their top performing ad copy so you can effectively benchmark your own performance.
Adthena’s PPC Market Share reports provide an instant view of performance insights across hundreds of sub-industries – so you can do just that.
How to use the UK Retail Health and Beauty November 2025 Report
Think of these reports as a cheat sheet for your industry’s search landscape. Check out this short article for a breakdown of each report and how they can benefit your strategy.
Data within the UK Retail Health and Beauty November 2025 Report 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 UK Retail Health and Beauty November 2025 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 UK Retail Health and Beauty November 2025 Report aggregates data from across both device types and Google Shopping.
The UK Retail Health and Beauty November 2025 Report 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.
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.