AUS 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 AUS 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 AUS 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
chemistwarehouse.com.au	10.84
amazon.com.au	9.76
adorebeauty.com.au	6.96
musclenation.org	4.33
temu.com	3.06
sephora.com.au	2.87
priceline.com.au	2.68
woolworths.com.au	1.68
coles.com.au	1.58
lancome.com.au	1.55
others	54.69

In the PPC landscape, Chemist Warehouse leads with 10.84% click share, followed by Amazon at 9.76%. Adore Beauty captures 6.96%, while ‘others’ dominate with 54.69%.

Market Exposure

Share of Spend for the top 10 AUS 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	amazon.com.au	chemistwarehouse.com.au	adorebeauty.com.au	temu.com	ecotan.com.au	musclenation.org	lancome.com.au	kerastase.com.au	laroche-posay.com.au	priceline.com.au
2025/05/01	9.99%	5.54%	4.2%	2.82%	2.56%	1.75%	3.13%	2.99%	2.07%	1.68%
2025/05/02	8.8%	7.47%	7.98%	2.68%	1.73%	1.77%	3.31%	1.33%	2.47%	1.7%
2025/05/03	9.04%	6.52%	5.08%	2.94%	2%	1.63%	3.3%	1.02%	3.05%	1.45%
2025/05/04	9.71%	6.43%	5.11%	3.28%	2.11%	1.97%	3.11%	1.36%	2.46%	1.63%
2025/05/05	11.25%	5.74%	3.8%	3.35%	2.62%	1.34%	2.29%	1.83%	3.7%	1.16%
2025/05/06	11.83%	6.05%	2.61%	3.09%	2.5%	1.87%	2.14%	1.97%	2.6%	1.25%
2025/05/07	12.68%	5.94%	2.92%	3.2%	2.07%	1.66%	2.42%	1.62%	1.44%	1.69%
2025/05/08	12.71%	5.36%	2.76%	2.82%	1.77%	1.44%	2.45%	1.19%	2.13%	2.92%
2025/05/09	11.5%	6.53%	3.07%	3.09%	1.99%	2.06%	2.13%	1.65%	1.7%	2.4%
2025/05/10	10.23%	6.77%	3.27%	3.28%	2.28%	1.92%	1.58%	1.79%	1.33%	2.09%
2025/05/11	10.89%	6.16%	3.57%	3.9%	2.15%	1.48%	1.51%	1.33%	1.29%	2.59%
2025/05/12	11.36%	5.91%	5.24%	3.57%	1.69%	1.7%	1.55%	1.49%	2.16%	2.99%
2025/05/13	10.05%	7.14%	5.7%	3.34%	2.04%	1.81%	1.24%	1.26%	1.91%	3.4%
2025/05/14	8.46%	7.01%	5.45%	3.59%	1.67%	1.75%	1.41%	1.13%	2.35%	3.94%
2025/05/15	11.3%	7.21%	4.91%	3.55%	1.88%	1.94%	1.44%	1.88%	3.5%	3.54%
2025/05/16	9.56%	7.33%	4.86%	3.4%	2.14%	1.23%	2%	1.35%	4.26%	2.92%
2025/05/17	8.43%	7.94%	5.16%	4.48%	1.75%	1.96%	2.35%	1.69%	1.16%	2.83%
2025/05/18	8.8%	6.69%	6.07%	4.04%	1.96%	2.03%	2.61%	1.43%	1.19%	3.02%
2025/05/19	10.85%	6.37%	7.94%	3.87%	2.05%	1.93%	2.61%	1.28%	1.04%	2.17%
2025/05/20	11.35%	7.75%	3.48%	3.39%	1.73%	1.67%	2.7%	1.61%	1.92%	1.92%
2025/05/21	9.27%	8.38%	3.37%	3.59%	2.23%	1.55%	3.07%	1.91%	1.47%	1.98%
2025/05/22	10.22%	8.34%	4.14%	3.88%	1.99%	1.9%	3.02%	1.57%	1.5%	1.53%
2025/05/23	10.11%	8.44%	6.64%	3.91%	2.44%	1.35%	2.87%	1.81%	1.79%	1.26%
2025/05/24	7.69%	9.07%	4%	3.17%	2.89%	1.79%	2.97%	2.38%	3.04%	1.14%
2025/05/25	8.56%	7.96%	4.47%	4.22%	3.11%	2.26%	3.09%	1.62%	2.35%	0.99%
2025/05/26	9.34%	8.04%	4.23%	3.35%	2.89%	2.11%	1.89%	1.81%	2.17%	0.94%
2025/05/27	10.49%	8.38%	3.87%	3.74%	2.59%	1.75%	1.87%	2.56%	2.08%	1.01%
2025/05/28	9.5%	6.5%	4.08%	3.23%	2.65%	2.55%	1.82%	2.07%	1.71%	0.97%
2025/05/29	9.36%	7.35%	4.08%	3.69%	2.15%	2.2%	1.81%	2.04%	1.72%	1.08%
2025/05/30	8.52%	7.36%	5.41%	3.4%	2.77%	1.45%	2.15%	1.64%	1.3%	1.1%
2025/05/31	7.74%	6.3%	4.77%	4.04%	3.92%	2.62%	2.13%	1.94%	1.92%	1.32%

Amazon.com.au’s PPC spend peaked mid-month, ending at 7.74%. Chemistwarehouse.com.au saw a steady rise, closing at 6.3%. Adorebeauty.com.au fluctuated, finishing at 4.77%. Temu.com maintained stability, ending at 4.04%. Ecotan.com.au’s spend increased, closing at 3.92%. Musclenation.org showed variability, ending at 2.62%. Lancome.com.au’s spend was consistent, finishing at 2.13%. Kerastase.com.au’s spend varied, ending at 1.94%. Laroche-posay.com.au’s spend fluctuated, closing at 1.92%. Priceline.com.au’s spend decreased, ending at 1.32%.

Market Exposure

Competitor Count for AUS 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	3219
2025/05/02	3206
2025/05/03	3223
2025/05/04	3161
2025/05/05	3168
2025/05/06	3172
2025/05/07	3228
2025/05/08	3203
2025/05/09	3185
2025/05/10	3146
2025/05/11	3165
2025/05/12	3172
2025/05/13	3181
2025/05/14	3222
2025/05/15	3181
2025/05/16	3154
2025/05/17	3115
2025/05/18	3156
2025/05/19	3178
2025/05/20	3124
2025/05/21	3163
2025/05/22	3125
2025/05/23	3140
2025/05/24	3124
2025/05/25	3082
2025/05/26	3087
2025/05/27	3055
2025/05/28	3023
2025/05/29	3040
2025/05/30	2998
2025/05/31	2981

May began with 3,219 advertisers, peaking at 3,228 on the 7th. A steady decline followed, ending the month at 2,981.

Campaign Efficiency

Market Loss & Market Gains for AUS 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
chemistwarehouse.com.au	2.41%
adorebeauty.com.au	1.99%
musclenation.org	0.77%
shavershop.com.au	0.33%
lancome.com.au	0.28%
dior.com	-0.4%
woolworths.com.au	-0.53%
sephora.com.au	-0.91%
priceline.com.au	-1.27%
amazon.com.au	-1.62%

In the past month, chemistwarehouse.com.au and adorebeauty.com.au surged in click share, gaining 2.41% and 1.99% respectively. Conversely, amazon.com.au and priceline.com.au saw declines of 1.62% and 1.27%.

Campaign Efficiency

AUS 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.com.au	chemistwarehouse.com.au	temu.com	adorebeauty.com.au	musclenation.org	priceline.com.au	woolworths.com.au	coles.com.au	iherb.com	sephora.com.au
2025/05/01	14.94%	9.06%	4.17%	4.47%	1.5%	2.98%	2.32%	1.64%	2.57%	1.08%
2025/05/02	12.82%	11.91%	3.86%	8.57%	1.36%	2.93%	2.14%	1.73%	2.79%	1.13%
2025/05/03	13.64%	9.17%	4.41%	5.6%	1.32%	2.55%	2.43%	2.19%	2.6%	1.38%
2025/05/04	14.36%	9.13%	4.79%	5.21%	1.77%	2.73%	2.22%	1.87%	2.5%	1.39%
2025/05/05	16.98%	8.47%	4.82%	3.9%	1.24%	2.09%	2.35%	1.55%	2.29%	1.71%
2025/05/06	17.52%	8.23%	4.54%	2.63%	1.57%	2.21%	2.66%	1.52%	2.52%	1.52%
2025/05/07	18.16%	8.41%	4.51%	2.97%	1.3%	2.89%	2.51%	1.38%	1.93%	1.63%
2025/05/08	18.04%	8.15%	3.99%	2.86%	1.2%	4.47%	2.46%	1.99%	1.82%	1.29%
2025/05/09	16.71%	8.99%	4.32%	2.87%	1.6%	3.86%	2.8%	2.15%	1.89%	1.17%
2025/05/10	15.03%	9.21%	4.67%	3.23%	1.6%	3.23%	2.99%	2.35%	2.21%	1.21%
2025/05/11	15.98%	8.45%	5.47%	3.62%	1.09%	3.76%	2.72%	2.25%	2.03%	0.93%
2025/05/12	16.63%	8.36%	5.08%	5.87%	1.1%	3.97%	2.55%	1.92%	1.73%	0.87%
2025/05/13	13.89%	9.86%	4.68%	6.26%	1.48%	4.63%	2.42%	1.94%	1.9%	2.8%
2025/05/14	11.6%	11.13%	4.97%	6%	1.32%	5.34%	2.14%	2.16%	1.69%	1.32%
2025/05/15	15.2%	10.34%	5.19%	5.23%	1.44%	4.99%	2.36%	1.98%	1.65%	1.45%
2025/05/16	13.19%	11.23%	4.84%	5.55%	1.04%	4.24%	2.57%	1.98%	2.08%	0.95%
2025/05/17	12.05%	11.37%	6.45%	5.63%	1.57%	3.65%	2.05%	2.07%	2.3%	1.69%
2025/05/18	12.66%	9.49%	5.61%	6.66%	1.71%	4.1%	2.37%	2.1%	2.47%	1.25%
2025/05/19	15.15%	9.23%	5.39%	9.31%	1.56%	2.91%	2.21%	1.85%	2.34%	0.24%
2025/05/20	15.55%	11.27%	4.71%	3.81%	1.46%	2.69%	2%	1.85%	1.89%	0.44%
2025/05/21	13.36%	11.82%	5.13%	3.53%	1.37%	2.75%	1.73%	2.39%	1.97%	0.65%
2025/05/22	14.03%	12.82%	5.44%	4.38%	1.64%	2.22%	1.74%	2.49%	2.06%	0.74%
2025/05/23	13.56%	13.36%	5.46%	7.68%	1.09%	2.01%	1.51%	2.34%	1.71%	0.75%
2025/05/24	11.34%	12.58%	4.87%	4.63%	1.77%	1.92%	1.7%	2.4%	1.64%	1.42%
2025/05/25	12.15%	12.31%	6.03%	5.35%	2.04%	1.67%	1.61%	1.96%	1.89%	0.74%
2025/05/26	13.43%	11.9%	4.94%	5.18%	1.91%	1.73%	1.62%	1.8%	1.97%	1.08%
2025/05/27	14.55%	12.17%	5.68%	4.83%	1.61%	1.84%	1.66%	1.89%	2.01%	1.42%
2025/05/28	13.65%	9.46%	4.74%	5.11%	2.51%	1.72%	1.77%	1.53%	1.94%	1.45%
2025/05/29	13.43%	10.88%	5.28%	4.66%	1.98%	1.79%	2.11%	1.51%	1.75%	1.26%
2025/05/30	12.6%	11.09%	5.04%	6.38%	1.37%	1.98%	1.89%	1.69%	1.69%	1.32%
2025/05/31	11.73%	8.43%	6%	5.94%	2.43%	2.31%	2.2%	1.56%	1.55%	1.33%

Amazon.com.au started May strong, peaking mid-month, then declined. Chemistwarehouse.com.au rose steadily, ending higher. Temu.com showed consistent growth. Adorebeauty.com.au fluctuated, finishing strong. Musclenation.org and Priceline.com.au had minor variations. Woolworths.com.au and Coles.com.au remained stable. Iherb.com and Sephora.com.au showed slight fluctuations.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS 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
Chemist Warehouse Sale - Shop Chemist Warehouse Sale https://www.chemistwarehouse.com.au/mayhem
The Biggest Sale You Have Been Waiting For. Save 1/2 Price Off RRP Across Top Brands. Huge Discounts On Your Favourite Brands...
2
Muscle Nation - Official Store https://www.musclenation.org
Gym Apparel & Supplements — Shop high-performance activewear & science-backed supplements for your fitness journey
3
2 Pairs Optical Glasses $199 https://www.oscarwylee.com.au
3 Pairs Of Glasses From $249 — Need Help Choosing Your Style? Let Our Experts Help You. Visit Us Today. 3 Pairs From $249
4
Sephora AU | Official Site - Official Sephora Australia https://www.sephora.com.au
Discover the best in makeup, skin care, and more. Free samples & free delivery above $25.
5
Specsavers Optometrists https://www.specsavers.com.au › stores › optometrists
Shop Glasses & Contact Lenses — Get an eye test at Specsavers, winner of Reader’s Digest optometry “Quality Service” Award. With...

Chemist Warehouse entices with massive discounts, while Muscle Nation focuses on high-performance fitness gear. Oscar Wylee and Specsavers highlight affordable eyewear options, and Sephora offers beauty products with perks like free samples. Each ad targets specific consumer needs effectively.

Frequently Asked Questions

Why is the AUS Retail Health and Beauty May 2025 Report useful and how should I use it?

Why is the AUS Retail Health and Beauty May 2025 Report useful?

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 AUS Retail Health and Beauty May 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.
How often is the data updated?

Data within the AUS Retail Health and Beauty May 2025 Report is aggregated every month, highlighting the most significant changes from the previous period.
How does Adthena collect this data?

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.
How accurate is the AUS Retail Health and Beauty May 2025 Report?

The AUS Retail Health and Beauty May 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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Does this include mobile, desktop and Google Shopping data?

Yes. The AUS Retail Health and Beauty May 2025 Report aggregates data from across both device types and Google Shopping.
Who is this AUS Retail Health and Beauty May 2025 Report for?

The AUS Retail Health and Beauty May 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.
Can I get a custom report for my brand?

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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What is Ask Arlo?

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.

Learn more about Ask Arlo.

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Capital on Tap partnered with Adthena to streamline their paid search efforts, driving measurable improvements in efficiency, spend optimization, and brand protection.

The results showcase how strategic automation and search intelligence deliver real business impact.Read case study

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In this PPC case study, Serotonin x Assos generated six figures in additional revenue by leveraging Adthena's brand protection solution.

Adthena identified over 108,000 trademark infringements, empowering the company to safeguard its brand equity and stay ahead of competitors.Read case study

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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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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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AUS Retail Health and Beauty - PPC Market Share Analysis May 2025

Share of Clicks for top 10 AUS Retail Health and Beauty brands

Share of Spend for the top 10 AUS Retail Health and Beauty brands

Competitor Count for AUS Retail Health and Beauty

Market Loss & Market Gains for AUS Retail Health and Beauty

AUS Retail Health and Beauty Share of Impressions

Google Text Ad Copy Insights & Creative Trends for AUS Retail Health and Beauty

Frequently Asked Questions

Why is the AUS Retail Health and Beauty May 2025 Report useful and how should I use it?

Why is the AUS Retail Health and Beauty May 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the AUS Retail Health and Beauty May 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this AUS Retail Health and Beauty May 2025 Report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

PPC Case Study: Capital on Tap doubles PMax conversions and cuts CPL by 37%

PPC case study: How Serotonin x Assos achieved 6-figure growth & brand protection

Doing more with less: how Adthena customers are maximizing PPC performance with shrinking budgets

Get the full picture

See this data specific to your brand performance

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