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 | 19.1994883888 |
| 80.8005116112 |
A complex query is a longer, more detailed search that often contains multiple keywords, specific conditions, or multi-part questions.
| Frequency | Percentage |
|---|---|
| Frequency | 41 |
| 59 |
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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 | 10.44 |
| lookfantastic.com | 4.87 |
| hollandandbarrett.com | 4.49 |
| amazon.co.uk | 3.81 |
| theperfumeshop.com | 3.79 |
| cultbeauty.co.uk | 3.61 |
| sephora.co.uk | 3.51 |
| charlottetilbury.com | 3.2 |
| dior.com | 2.66 |
| spacenk.com | 2.09 |
| others | 57.53 |
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Boots.com leads with a 10.44% click share, while ‘others’ dominate at 57.53%, 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 | cultbeauty.co.uk | amazon.co.uk | hollandandbarrett.com | charlottetilbury.com | oralb.co.uk | dior.com | theperfumeshop.com | sephora.co.uk |
|---|---|---|---|---|---|---|---|---|---|---|
| 2026/03/01 | 8.29% | 4.11% | 1.79% | 2.81% | 2.55% | 2.15% | 2.35% | 2.55% | 3.19% | 2.23% |
| 2026/03/02 | 9.78% | 4.73% | 2.29% | 2.79% | 3.19% | 1.26% | 2.29% | 2.97% | 4.37% | 1.89% |
| 2026/03/03 | 10.47% | 3.94% | 2.15% | 2.63% | 3.11% | 1.12% | 2.1% | 2.77% | 4.88% | 2.3% |
| 2026/03/04 | 10.76% | 4.32% | 2.03% | 2.5% | 2.37% | 1.77% | 2.42% | 2.81% | 4.36% | 2.19% |
| 2026/03/05 | 9.53% | 3.95% | 2.1% | 3.24% | 2.45% | 2.06% | 2.33% | 2.69% | 4.11% | 2.35% |
| 2026/03/06 | 11.28% | 3.65% | 2.47% | 2.19% | 2.32% | 2.41% | 2.72% | 2.66% | 3.81% | 3.05% |
| 2026/03/07 | 9.17% | 2.99% | 2.82% | 2.07% | 2.41% | 2.58% | 3% | 2.21% | 3.15% | 3.17% |
| 2026/03/08 | 9.77% | 3.35% | 2.47% | 2.01% | 2.14% | 2.36% | 3.04% | 2.33% | 3.19% | 2.83% |
| 2026/03/09 | 10.74% | 3.76% | 2.33% | 1.98% | 2.05% | 3.15% | 2.29% | 2.53% | 3.64% | 2.6% |
| 2026/03/10 | 9.6% | 4.39% | 2.22% | 2.4% | 2.52% | 4.13% | 2.35% | 2.45% | 4.12% | 2.64% |
| 2026/03/11 | 10.12% | 4.94% | 3.92% | 2.51% | 3.04% | 1.64% | 2.12% | 2.67% | 4.02% | 1.84% |
| 2026/03/12 | 10.16% | 4.97% | 3.02% | 2.32% | 2.79% | 2.94% | 2.52% | 2.63% | 4.83% | 1.98% |
| 2026/03/13 | 9.58% | 4.52% | 3.57% | 2.18% | 3.01% | 2.01% | 2.51% | 2.71% | 3.41% | 2.27% |
| 2026/03/14 | 9.36% | 3.37% | 4.2% | 2.36% | 3.8% | 1.36% | 2.43% | 2.54% | 3.15% | 2.2% |
| 2026/03/15 | 9.7% | 3.8% | 6.67% | 2.21% | 4.41% | 1.56% | 2.33% | 2.63% | 3.2% | 1.77% |
| 2026/03/16 | 9.56% | 4.68% | 5.44% | 2.75% | 3.51% | 3.06% | 2.4% | 2.79% | 2.27% | 1.71% |
| 2026/03/17 | 7.35% | 4.7% | 6.13% | 2.93% | 3.68% | 3.85% | 2.54% | 2.58% | 1.84% | 1.75% |
| 2026/03/18 | 8.73% | 4.99% | 5.44% | 1.76% | 2.98% | 4.16% | 2.5% | 3.51% | 1.74% | 2.21% |
| 2026/03/19 | 9.12% | 3.73% | 5.49% | 2.29% | 2.88% | 3.68% | 2.79% | 3.22% | 1.46% | 2.22% |
| 2026/03/20 | 8.48% | 3.43% | 6.77% | 2.35% | 3.22% | 1.58% | 2.68% | 3.2% | 1.7% | 2.39% |
| 2026/03/21 | 6.15% | 5.76% | 5.5% | 2.26% | 3.48% | 1.82% | 2.47% | 1.8% | 2.25% | 2.73% |
| 2026/03/22 | 5.97% | 6.37% | 4.75% | 2.27% | 2.9% | 1.82% | 2.38% | 2.02% | 2.19% | 2.24% |
| 2026/03/23 | 6.75% | 4.99% | 5.48% | 2.86% | 2.85% | 1.9% | 3.33% | 2.36% | 1.94% | 2.73% |
| 2026/03/24 | 7.33% | 4.69% | 6.11% | 2.93% | 3.68% | 3.84% | 2.53% | 2.57% | 1.83% | 1.75% |
| 2026/03/25 | 6.59% | 5.17% | 3.57% | 2.46% | 3.63% | 4.06% | 2.07% | 2.34% | 1.73% | 2.16% |
| 2026/03/26 | 7.61% | 5.65% | 2.66% | 3.29% | 3.4% | 4.13% | 3.04% | 2.06% | 1.7% | 1.79% |
| 2026/03/27 | 6.85% | 5.61% | 2.91% | 3.71% | 2.59% | 4.46% | 2.99% | 1.84% | 1.61% | 1.53% |
| 2026/03/28 | 7.04% | 4.8% | 2.29% | 4.19% | 2.52% | 7.7% | 2.17% | 1.92% | 2.03% | 1.61% |
| 2026/03/29 | 7.21% | 5.43% | 1.72% | 4.74% | 3.08% | 3.4% | 3.59% | 2.08% | 2.01% | 1.39% |
| 2026/03/30 | 8.65% | 5.44% | 2.58% | 3.16% | 3.04% | 5.93% | 2.9% | 2.18% | 1.74% | 1.45% |
| 2026/03/31 | 9.12% | 5.8% | 4.58% | 3.35% | 3.28% | 3.17% | 2.82% | 2.41% | 1.9% | 1.41% |
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Boots.com led March with fluctuating spend, peaking mid-month. Lookfantastic.com steadily rose, while Cultbeauty.co.uk surged mid-month. Amazon.co.uk and Hollandandbarrett.com showed consistent growth. The month ended with Boots.com maintaining dominance.
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 |
|---|---|
| 2026/03/01 | 2174 |
| 2026/03/02 | 2259 |
| 2026/03/03 | 2341 |
| 2026/03/04 | 2362 |
| 2026/03/05 | 2377 |
| 2026/03/06 | 2316 |
| 2026/03/07 | 2212 |
| 2026/03/08 | 2161 |
| 2026/03/09 | 2206 |
| 2026/03/10 | 2191 |
| 2026/03/11 | 2169 |
| 2026/03/12 | 2160 |
| 2026/03/13 | 2125 |
| 2026/03/14 | 2093 |
| 2026/03/15 | 2175 |
| 2026/03/16 | 2190 |
| 2026/03/17 | 2438 |
| 2026/03/18 | 2213 |
| 2026/03/19 | 2235 |
| 2026/03/20 | 2186 |
| 2026/03/21 | 2072 |
| 2026/03/22 | 2062 |
| 2026/03/23 | 2232 |
| 2026/03/24 | 2438 |
| 2026/03/25 | 2080 |
| 2026/03/26 | 2118 |
| 2026/03/27 | 2157 |
| 2026/03/28 | 2108 |
| 2026/03/29 | 2127 |
| 2026/03/30 | 2072 |
| 2026/03/31 | 2117 |
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March saw a dynamic shift in distinct advertisers, peaking at 2,438 on the 17th and 24th. The month concluded with a slight dip to 2,117, reflecting a fluctuating yet resilient advertising landscape.
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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Hollandandbarrett.com and charlottetilbury.com surged by 1.28, while boots.com and theperfumeshop.com dropped by over 2.
Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.
| Date | boots.com | lookfantastic.com | cultbeauty.co.uk | amazon.co.uk | hollandandbarrett.com | allbeauty.com | spacenk.com | sephora.co.uk | theperfumeshop.com | noli.com |
|---|---|---|---|---|---|---|---|---|---|---|
| 2026/03/01 | 9.87% | 5.88% | 2.44% | 4.18% | 2.95% | 2.49% | 3.62% | 3.2% | 3.49% | 3.23% |
| 2026/03/02 | 11.35% | 6.51% | 2.98% | 4.04% | 3.31% | 3.15% | 3.94% | 2.71% | 4.67% | 2.89% |
| 2026/03/03 | 12.09% | 5.44% | 2.77% | 4.06% | 3.23% | 2.24% | 3.92% | 3.31% | 5.04% | 2.7% |
| 2026/03/04 | 12.5% | 5.85% | 2.39% | 3.98% | 2.6% | 2.35% | 3.69% | 3.01% | 4.44% | 2.37% |
| 2026/03/05 | 11.29% | 5.43% | 2.59% | 5.14% | 2.7% | 1.69% | 3.5% | 3.22% | 4.35% | 2.23% |
| 2026/03/06 | 13.18% | 5.07% | 3.03% | 3.45% | 2.89% | 2.53% | 3.87% | 4.68% | 3.9% | 2.19% |
| 2026/03/07 | 11.41% | 4.29% | 3.56% | 3.27% | 3.25% | 3.43% | 2.75% | 5.18% | 3.34% | 2.05% |
| 2026/03/08 | 11.91% | 4.8% | 3.03% | 3.12% | 2.82% | 2.95% | 3.1% | 4.54% | 3.42% | 2.03% |
| 2026/03/09 | 12.75% | 5.27% | 3.02% | 3.03% | 2.55% | 3.37% | 4.15% | 3.93% | 3.69% | 2.47% |
| 2026/03/10 | 11.54% | 6.14% | 2.71% | 3.72% | 2.79% | 2.23% | 3.96% | 4.26% | 4.04% | 2.74% |
| 2026/03/11 | 11.94% | 6.89% | 4.97% | 3.85% | 3.53% | 2.44% | 4.33% | 2.96% | 4.04% | 2.36% |
| 2026/03/12 | 11.94% | 7.02% | 4.11% | 3.61% | 3.29% | 2.3% | 3.89% | 3.29% | 4.85% | 2.79% |
| 2026/03/13 | 11.26% | 6.42% | 4.85% | 3.42% | 3.45% | 2.15% | 3.13% | 3.56% | 3.43% | 3.32% |
| 2026/03/14 | 11.12% | 4.78% | 5.56% | 3.73% | 4.63% | 2.35% | 2.1% | 3.56% | 3.17% | 3.15% |
| 2026/03/15 | 11.55% | 5.27% | 8.96% | 3.41% | 4.82% | 1.96% | 1.97% | 2.72% | 3.22% | 2.29% |
| 2026/03/16 | 11.19% | 6.56% | 7.37% | 4.21% | 3.89% | 1.98% | 2.46% | 2.62% | 2.24% | 2.93% |
| 2026/03/17 | 8.47% | 6.37% | 8.1% | 4.53% | 3.66% | 1.96% | 2.39% | 2.51% | 1.79% | 3.04% |
| 2026/03/18 | 10.31% | 6.88% | 7.21% | 2.8% | 3.71% | 2.23% | 3.19% | 3.14% | 1.62% | 2.75% |
| 2026/03/19 | 10.79% | 5.18% | 7.51% | 3.62% | 3.64% | 2.65% | 3.47% | 3.07% | 1.4% | 2.74% |
| 2026/03/20 | 10.04% | 4.66% | 9.02% | 3.82% | 3.89% | 2.65% | 3.2% | 3.66% | 1.68% | 2.7% |
| 2026/03/21 | 7.43% | 8.27% | 7.28% | 3.43% | 4.13% | 2.92% | 2.4% | 4.35% | 2.14% | 2.15% |
| 2026/03/22 | 6.99% | 9.53% | 6.36% | 3.66% | 3.4% | 2.27% | 1.95% | 3.34% | 2.12% | 2.48% |
| 2026/03/23 | 7.93% | 7.12% | 7.05% | 4.58% | 3.33% | 2.51% | 2.81% | 3.99% | 1.97% | 2.07% |
| 2026/03/24 | 8.47% | 6.37% | 8.1% | 4.53% | 3.66% | 1.96% | 2.39% | 2.51% | 1.79% | 3.04% |
| 2026/03/25 | 7.71% | 7.41% | 4.24% | 4.04% | 4.64% | 2.72% | 5.83% | 3.22% | 1.68% | 1.61% |
| 2026/03/26 | 8.85% | 7.86% | 3.46% | 5.16% | 4.06% | 2.46% | 5.14% | 2.58% | 1.69% | 1.97% |
| 2026/03/27 | 8.04% | 7.96% | 3.71% | 5.79% | 3.24% | 2.63% | 4.1% | 2.4% | 1.68% | 1.99% |
| 2026/03/28 | 8.34% | 7.01% | 3.01% | 6.63% | 3.51% | 2.64% | 1.87% | 2.77% | 2.16% | 1.48% |
| 2026/03/29 | 8.41% | 7.82% | 2.24% | 6.96% | 3.63% | 2.18% | 1.6% | 2.25% | 2.11% | 1.97% |
| 2026/03/30 | 10.37% | 8.01% | 3.48% | 5.13% | 3.95% | 2.14% | 2.5% | 2.47% | 1.9% | 1.85% |
| 2026/03/31 | 10.53% | 8.2% | 6.26% | 5.14% | 3.67% | 3.4% | 2.92% | 2.31% | 2.01% | 1.08% |
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In March 2026, boots.com started strong with a peak impression share of 13.18% on March 6, but ended at 10.53%. Meanwhile, lookfantastic.com saw a steady rise, closing at 8.20%. Cultbeauty.co.uk experienced fluctuations, peaking mid-month, and finished at 6.26%. Amazon.co.uk showed a late surge, ending at 5.14%. Hollandandbarrett.com maintained stability, closing at 3.67%. Allbeauty.com had a modest rise, ending at 3.40%. Spacenk.com fluctuated, finishing at 2.92%. Sephora.co.uk saw a decline, closing at 2.31%. Theperfumeshop.com experienced a drop, ending at 2.01%. Noli.com had a downward trend, closing at 1.08%.
Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.
6-In-1 Versatility. Dry, Curl, Wave, Straighten, Smooth & Volumise. Shop At Dyson.co.uk. Next Level Multi-Styler. The Most Powerful Dyson Airwrap.™...
Prescription Glasses Online — Try Glasses Direct’s Best Fit Machine. Enter your measurements and find the ideal size! Discover the...
Great Offers Online & In-Store — Boost Your Wellness With Deliciously Good Food From Holland & Barrett. Find Your Favourite Brands For Less At Holland & Barrett! Click & Collect.
Sephora UK: All Things Beauty — Shop Sephora UK & Enjoy Free Samples, Luxe Brands & Beauty Offers You’ll Love. Explore Vegan, Cruelty-Free & Exclusive Beauty Brands At Sephora UK Today. Luxury Beauty Products.
Up To 50% Off — Shop For Women's Perfumes And Men's Aftershaves At Affordable Prices. Genuine Perfumes From One Of The UK's Largest Retailers. Shop Our Luxury...
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In the world of Google PPC, Dyson’s ad shines with its promise of versatility and next-day delivery, capturing attention with its powerful Airwrap™. Glasses Direct simplifies eyewear shopping with a unique fit machine. Holland & Barrett promotes wellness with enticing offers. Sephora entices beauty enthusiasts with luxury and cruelty-free options. The Perfume Shop lures with significant discounts on genuine fragrances.
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 March 2026 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 March 2026 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 March 2026 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 accuracy
Yes. The UK Retail Health and Beauty March 2026 Report aggregates data from across both device types and Google Shopping.
The UK Retail Health and Beauty March 2026 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.