AUS Retail Health and Beauty - PPC Market Share Analysis November 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.

Google AI Overview visibility for Retail Health and Beauty AUS

See how often AIOs appear and how search intent is distributed across buying signals.

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AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency	Percentage
Frequency	9.76077947367
	90.2392205263

Complex Query Frequency

A complex query is a longer, more detailed search that often contains multiple keywords, specific conditions, or multi-part questions.

Frequency	Percentage
Frequency	52
	48

52%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	39%
Transactional	5%
Navigational	1%
Seasonal	0%
Local	0%
Problem Solving	11%

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

Share of Clicks - Last month
Domain	Share of clicks
amazon.com.au	8.88
chemistwarehouse.com.au	7.57
adorebeauty.com.au	6.31
woolworths.com.au	3.82
musclenation.org	3.21
coles.com.au	2.34
priceline.com.au	2.27
sephora.com.au	2.14
temu.com	1.97
shavershop.com.au	1.91
others	59.58

amazon.com.au - 8.88%
chemistwarehouse.com.au - 7.57%
adorebeauty.com.au - 6.31%
woolworths.com.au - 3.82%
musclenation.org - 3.21%
coles.com.au - 2.34%
priceline.com.au - 2.27%
sephora.com.au - 2.14%
temu.com - 1.97%
shavershop.com.au - 1.91%
others - 59.58%

In the PPC landscape, Amazon leads with 8.88% click share, followed by Chemist Warehouse at 7.57%. Adore Beauty captures 6.31%, while ‘others’ dominate with 59.58%.

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

Share of Spend - Last Month
Date	amazon.com.au	laroche-posay.com.au	adorebeauty.com.au	kerastase.com.au	chemistwarehouse.com.au	woolworths.com.au	dyson.com.au	esteelauder.com.au	specsavers.com.au	temu.com
2025/11/01	7.9%	1.95%	2.22%	2.85%	5.61%	2.07%	3.2%	2.04%	1.93%	3%
2025/11/02	7.76%	1.54%	2.39%	2.03%	5.5%	1.9%	2.99%	2.43%	2.25%	2.9%
2025/11/03	9.24%	1.29%	2.37%	2.23%	6.37%	2.22%	2.55%	2.77%	1.68%	2.29%
2025/11/04	9.63%	1.25%	2.48%	2.21%	5.64%	2.7%	2.32%	4.05%	1.66%	2.35%
2025/11/05	10.55%	1.11%	2.31%	2.4%	6.19%	3.02%	2.84%	1.42%	1.58%	2.65%
2025/11/06	9.46%	1.4%	6.74%	1.97%	6.18%	3.53%	2.35%	1.33%	1.49%	2.18%
2025/11/07	8.92%	1.78%	7.66%	1.9%	6.39%	3.3%	1.76%	1.76%	1.67%	2.28%
2025/11/08	9.27%	1.39%	7.28%	1.81%	6.32%	2.87%	1.71%	1.57%	1.57%	2.67%
2025/11/09	8.72%	1.52%	7.32%	1.69%	5.81%	3.03%	1.58%	0.83%	1.65%	2.66%
2025/11/10	8.92%	1.7%	5.64%	2.55%	5.65%	3.06%	2.44%	1.36%	1.57%	2.65%
2025/11/11	8.95%	2.1%	5.28%	3.27%	7.65%	3.32%	1.81%	1.81%	1.59%	2.47%
2025/11/12	8.35%	4.5%	5.36%	2.31%	5.29%	3.47%	2.35%	1.66%	1.53%	2.3%
2025/11/13	7.61%	3.81%	4.97%	1.88%	6.09%	3.74%	2.51%	1.58%	1.54%	2.4%
2025/11/14	6.6%	4.07%	3.48%	2.1%	5.73%	4.3%	2.39%	1.65%	1.71%	1.9%
2025/11/15	5.3%	3.43%	3.9%	2.46%	5.14%	3.9%	2.78%	1.17%	1.78%	2.43%
2025/11/16	5.09%	3.49%	4.03%	1.76%	6.91%	3.47%	2.83%	1.2%	1.68%	2.13%
2025/11/17	6.72%	2.16%	1.98%	1.96%	5.61%	3.73%	2.75%	1.04%	1.72%	1.87%
2025/11/18	8.93%	1.48%	1.64%	2.98%	3.92%	4.04%	2.93%	0.59%	1.87%	2.31%
2025/11/19	10.14%	1.15%	1.76%	3%	4.04%	3.73%	2.61%	1.65%	2.23%	1.87%
2025/11/20	11.06%	1.6%	1.36%	3.09%	3.75%	3.5%	3.09%	1.03%	2.23%	1.85%
2025/11/21	11.57%	1.5%	0.75%	4.74%	4.22%	3.97%	2.53%	1.85%	1.88%	1.65%
2025/11/22	9.88%	1.53%	0.96%	4.77%	3.93%	3.57%	2.83%	0.98%	2.13%	1.43%
2025/11/23	9.38%	1.3%	5.23%	3.13%	4.54%	3.35%	2.58%	1.46%	1.65%	1.54%
2025/11/24	10.04%	1.77%	5.94%	3.36%	3.23%	3.16%	2.54%	1.81%	1.79%	1.55%
2025/11/25	10.62%	1.6%	5.36%	3.88%	3.12%	3.05%	2.31%	1.35%	2.01%	1.53%
2025/11/26	8.45%	1.52%	6.73%	3.06%	2.91%	3.6%	2.29%	1.35%	2.11%	1.36%
2025/11/27	8.47%	5.15%	5.07%	2.99%	2.68%	3.09%	2.28%	1.05%	1.81%	0.99%
2025/11/28	11.05%	4.79%	4.62%	2.35%	3.27%	2.12%	2.58%	2.43%	2.18%	0.81%
2025/11/29	6.76%	6.19%	3.27%	3.38%	3.31%	2.3%	2.27%	2.97%	1.84%	1.16%
2025/11/30	6.68%	5.35%	5.02%	3.44%	3%	2.52%	2.51%	1.77%	1.7%	1.24%

amazon.com.au
laroche-posay.com.au
adorebeauty.com.au
kerastase.com.au
chemistwarehouse.com.au
woolworths.com.au
dyson.com.au
esteelauder.com.au
specsavers.com.au
temu.com

Amazon.com.au’s PPC spend peaked mid-month, ending at 6.68%. Laroche-posay.com.au saw a late surge, closing at 5.35%. Adorebeauty.com.au fluctuated, finishing at 5.02%.

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

Competitor Count - Last month
Date	Competitor Count
2025/11/01	2748
2025/11/02	2778
2025/11/03	2804
2025/11/04	2807
2025/11/05	2831
2025/11/06	2819
2025/11/07	2818
2025/11/08	2840
2025/11/09	2820
2025/11/10	2815
2025/11/11	2817
2025/11/12	2773
2025/11/13	2805
2025/11/14	2791
2025/11/15	2789
2025/11/16	2777
2025/11/17	2774
2025/11/18	2741
2025/11/19	2697
2025/11/20	2694
2025/11/21	2671
2025/11/22	2714
2025/11/23	2704
2025/11/24	2677
2025/11/25	2653
2025/11/26	2618
2025/11/27	2599
2025/11/28	2568
2025/11/29	2578
2025/11/30	2593

November began with 2,748 advertisers, peaking at 2,840 on the 8th. A decline followed, ending the month at 2,593.

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

Market Loss & Market Gains - Last month
Name	Market Trend
musclenation.org	1.28%
charlottetilbury.com	0.92%
amazon.com.au	0.63%
kiehls.com.au	0.61%
hudabeauty.com	0.59%
iherb.com	-0.5%
mcobeauty.com	-0.6%
temu.com	-0.84%
adorebeauty.com.au	-1.61%
chemistwarehouse.com.au	-3.73%

Musclenation.org surged with a 1.28% click share increase, while chemistwarehouse.com.au faced a significant drop of 3.73%.

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	adorebeauty.com.au	chemistwarehouse.com.au	woolworths.com.au	myer.com.au	coles.com.au	temu.com	shavershop.com.au	priceline.com.au	theordinary.com
2025/11/01	12.25%	2.62%	7.87%	3.6%	1.25%	3.19%	4.71%	1.05%	1.28%	1.24%
2025/11/02	12.21%	2.75%	7.52%	3.41%	1.52%	2.84%	4.53%	1.11%	1.25%	1.94%
2025/11/03	13.86%	2.68%	8.14%	3.78%	1.12%	2.78%	3.48%	1.04%	1.25%	1%
2025/11/04	14.15%	2.71%	7.34%	4.42%	1.07%	2.11%	3.62%	1.07%	1.1%	1.24%
2025/11/05	15.4%	2.63%	8.13%	5.06%	1.52%	2.56%	3.93%	1.18%	1.13%	1.52%
2025/11/06	13.34%	7.8%	8.14%	5.9%	0.8%	3.91%	3.21%	0.88%	1.68%	1.3%
2025/11/07	12.66%	8.74%	8.31%	5.46%	1.01%	3.02%	3.31%	0.86%	1.65%	1.6%
2025/11/08	12.91%	7.93%	8.33%	4.57%	1.36%	2.67%	3.66%	0.97%	1.67%	1.36%
2025/11/09	12.34%	8.79%	7.29%	4.78%	1.44%	2.63%	3.78%	1.03%	1.57%	1.71%
2025/11/10	12.65%	6.51%	7.82%	4.94%	1.19%	3.23%	3.75%	0.93%	1.2%	1.4%
2025/11/11	12.35%	6.8%	10.15%	5.4%	0.94%	2.93%	3.64%	0.83%	1.17%	1.4%
2025/11/12	11.69%	6.36%	7.97%	5.87%	1.82%	2.29%	3.3%	0.83%	2.27%	1.45%
2025/11/13	10.94%	5.55%	7.78%	6.11%	1%	2.66%	3.56%	1.19%	2.53%	1.51%
2025/11/14	9.19%	4.2%	7.97%	7.07%	0.78%	3.09%	2.97%	1.56%	4.56%	1.22%
2025/11/15	7.81%	5.27%	8.14%	6.31%	0.94%	2.68%	3.63%	1.63%	4.05%	1.53%
2025/11/16	8.12%	4.94%	9%	5.91%	1.11%	0.3%	3.36%	1.75%	4.74%	3.2%
2025/11/17	9.89%	2.03%	7.19%	6.31%	1.25%	1.53%	3.01%	2.18%	4.11%	3.01%
2025/11/18	12.94%	1.71%	5.59%	6.59%	1.18%	2.53%	3.51%	1.92%	3.75%	1.32%
2025/11/19	14.38%	2.07%	6.65%	6.43%	1.02%	3.4%	2.91%	1.64%	2.87%	1.86%
2025/11/20	16.16%	1.47%	5.66%	6.1%	1.29%	2.92%	2.83%	1.73%	2.01%	0.56%
2025/11/21	16.79%	0.82%	6.1%	6.74%	0.99%	2.85%	2.63%	1.28%	1.97%	0.82%
2025/11/22	14.17%	1%	7.18%	6.01%	1.06%	2.4%	2.11%	1.73%	2.7%	0.7%
2025/11/23	13.27%	5.69%	6.33%	5.52%	1.51%	1.93%	2.08%	1.64%	2.07%	1.14%
2025/11/24	14.34%	7.57%	4.39%	5.25%	1.25%	2.99%	2.17%	1.25%	1.47%	1.41%
2025/11/25	15.15%	6.27%	4.41%	5.18%	1.03%	2.52%	2.24%	1.65%	2.07%	1.53%
2025/11/26	12.04%	8.71%	4.2%	5.89%	2.12%	2.5%	1.98%	1.6%	2.34%	1.27%
2025/11/27	12.02%	5.6%	3.95%	5.31%	2.63%	2.34%	1.65%	1.47%	1.98%	1.12%
2025/11/28	15.42%	5.83%	4.93%	3.53%	2.93%	1.93%	1.23%	1.76%	1.76%	0.4%
2025/11/29	10.22%	3.78%	5.15%	4.05%	2.54%	2.33%	1.79%	1.62%	1.59%	0.18%
2025/11/30	10.14%	5.93%	4.43%	4.43%	3.3%	1.88%	1.88%	1.85%	1.55%	1.26%

amazon.com.au
adorebeauty.com.au
chemistwarehouse.com.au
woolworths.com.au
myer.com.au
coles.com.au
temu.com
shavershop.com.au
priceline.com.au
theordinary.com

Amazon.com.au’s impression share fluctuated, peaking mid-month at 16.79%. Adorebeauty.com.au saw a mid-month dip, then recovered. Chemistwarehouse.com.au remained stable, while Woolworths.com.au showed a slight decline. Myer.com.au and Coles.com.au had minor fluctuations. Temu.com and Shavershop.com.au experienced gradual declines. Priceline.com.au and Theordinary.com had varied trends.

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

1
Adore Beauty | Adore Frenzy - Up To 40% Off Best-Ever Beauty https://www.adorebeauty.com.au
Adore Beauty's Adore Frenzy Sale Is Now On! Shop & Score Up To 40% Off The Best Of Beauty.
2
Chemist Warehouse Online - Shop Online Today https://www.chemistwarehouse.com.au/
Shop Discount Beauty & Health Care Products At Chemist Warehouse. Fast Shipping Available. Click & Deliver Now Available. From Our House To Yours. Zero Contact Delivery. Shop Best Sellers. Click & Deliver Available. Secure Payment Options.
3
2 Pairs Optical Glasses $199 - 3 Pairs Of Glasses From $249 https://www.oscarwylee.com.au
Need Help Choosing Your Style? Let Our Experts Help You. Visit Us Today. 3 Pairs From $249
4
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
5
Sexual Toys Clearance - Up To 90% Off https://www.temu.com
Awesome Sexual Toys & High Quality Here On Temu®. New Users Enjoy Free Shipping & Free Return.

In the competitive landscape of Google PPC, Adore Beauty entices with a 40% off frenzy, while Chemist Warehouse emphasizes convenience and secure shopping. Oscar Wylee and Specsavers focus on eyewear affordability and quality service. Temu captures attention with a bold 90% discount on sexual toys.

Frequently Asked Questions

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

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

Data within the AUS Retail Health and Beauty November 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 November 2025 Report?

The AUS 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.

Learn more about our data.

Learn more about our data accuracy
Does this include mobile, desktop and Google Shopping data?

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

The AUS 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.
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.

Complete the form below to get started.
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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AUS Retail Health and Beauty - PPC Market Share Analysis November 2025