AUS Retail Health and Beauty - PPC Market Share Analysis February 2026

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	20.3666053316
	79.6333946684

20%

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	43
	57

43%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	24%
Transactional	8%
Navigational	1%
Seasonal	0%
Local	0%
Problem Solving	7%

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
chemistwarehouse.com.au	22.34
amazon.com.au	6.09
adorebeauty.com.au	4.94
musclenation.org	3.18
loccitane.com	3.17
priceline.com.au	3.15
sephora.com.au	2.68
woolworths.com.au	2.44
temu.com	1.85
iherb.com	1.64
others	48.52

chemistwarehouse.com.au - 22.34%
amazon.com.au - 6.09%
adorebeauty.com.au - 4.94%
musclenation.org - 3.18%
loccitane.com - 3.17%
priceline.com.au - 3.15%
sephora.com.au - 2.68%
woolworths.com.au - 2.44%
temu.com - 1.85%
iherb.com - 1.64%
others - 48.52%

Chemist Warehouse leads with 22.34% click share, followed by Amazon at 6.09%. Adore Beauty captures 4.94%, while ‘others’ dominate with 48.52%.

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	chemistwarehouse.com.au	amazon.com.au	dyson.com.au	laroche-posay.com.au	adorebeauty.com.au	woolworths.com.au	ghdhair.com	loccitane.com	temu.com	priceline.com.au
2026/02/01	11.72%	7.22%	3.6%	1.99%	5.39%	2.28%	0.41%	1.79%	2.63%	1.29%
2026/02/02	9.68%	6.95%	2.68%	2.03%	3.68%	2.08%	1.18%	1.92%	2.9%	1.22%
2026/02/03	5.69%	10.55%	3.96%	2.6%	2.87%	2.64%	0.97%	0.64%	2.87%	1.38%
2026/02/04	11.31%	3.79%	2.38%	1.57%	3.91%	2.85%	1.33%	1.06%	2.78%	4.77%
2026/02/05	10.47%	3.79%	2.44%	2.22%	4.51%	3.32%	1.31%	1.57%	2.57%	3.04%
2026/02/06	9.24%	3.76%	2.25%	4.66%	3.22%	3.04%	1.51%	1.48%	2.53%	2.47%
2026/02/07	6.83%	6.54%	2.13%	2.47%	1.47%	2.85%	1.84%	2.01%	2.68%	2.45%
2026/02/08	9.59%	6.4%	2.3%	2.1%	2.03%	2.97%	1.59%	1.12%	2.52%	2.52%
2026/02/09	5.89%	7.25%	2.32%	3.01%	3.3%	3.13%	1.84%	1.61%	1.96%	3.55%
2026/02/10	5.77%	7%	2.57%	0.83%	4.45%	2.98%	1.94%	1.75%	1.56%	4.03%
2026/02/11	8.17%	7.37%	2.57%	0.76%	3.52%	2.74%	2.1%	0.88%	1.5%	3.84%
2026/02/12	12.34%	6.58%	2.94%	1.35%	3.59%	2.62%	2.33%	0.86%	1.47%	2.33%
2026/02/13	9.21%	3.74%	2.24%	4.64%	3.2%	3.03%	1.5%	1.47%	2.53%	2.46%
2026/02/14	6.8%	6.51%	2.12%	2.46%	1.46%	2.84%	1.83%	2%	2.66%	2.43%
2026/02/15	9.54%	6.36%	2.29%	2.1%	2.02%	2.96%	1.58%	1.12%	2.51%	2.5%
2026/02/16	5.87%	7.23%	2.31%	3%	3.29%	3.11%	1.83%	1.61%	1.95%	3.54%
2026/02/17	14.96%	11.28%	2.64%	0.82%	0.96%	1.5%	1.89%	0.18%	2.67%	1.31%
2026/02/18	14.94%	9.48%	1.96%	1.19%	2.09%	1.48%	2.03%	1.08%	2.51%	1.36%
2026/02/19	12.26%	9.57%	2.82%	0.97%	3.28%	2.1%	2.09%	0.64%	2.19%	1.67%
2026/02/20	14.16%	8.55%	2.61%	1.08%	2.56%	2.39%	2.46%	1.08%	2.12%	1.39%
2026/02/21	5.45%	10.36%	4.2%	1.44%	2.13%	2.06%	2.88%	1.34%	1.45%	0.91%
2026/02/22	7.42%	14.14%	3.41%	2.13%	2.74%	1.77%	2.61%	1.52%	0.96%	0.79%
2026/02/23	4.55%	15.22%	3.12%	1.88%	2.27%	2.55%	2.31%	1.57%	0.95%	0.8%
2026/02/24	11.97%	10.58%	2.8%	1.5%	2.56%	2.74%	2.34%	1.75%	1.84%	1.06%
2026/02/25	12.78%	9.97%	2.28%	1.51%	2.03%	2.55%	1.92%	3.01%	2.04%	1.23%
2026/02/26	14.29%	9.25%	2.38%	3.39%	1.83%	2.5%	1.79%	2.36%	1.29%	0.92%
2026/02/27	6.38%	12.28%	3.42%	3.4%	2.3%	3.05%	2.4%	2.17%	1%	0.84%
2026/02/28	12.78%	10.26%	2.92%	2.81%	2.43%	2.42%	2.11%	2.02%	1.56%	0.95%

chemistwarehouse.com.au
amazon.com.au
dyson.com.au
laroche-posay.com.au
adorebeauty.com.au
woolworths.com.au
ghdhair.com
loccitane.com
temu.com
priceline.com.au

In February 2026, Chemist Warehouse’s PPC spend fluctuated, peaking mid-month. Amazon’s spend rose steadily, while Dyson maintained a low, consistent trend. La Roche-Posay and Adore Beauty showed sporadic spikes. Woolworths and GHD Hair had moderate, stable trends. L’Occitane and Temu experienced minor fluctuations. Priceline’s spend decreased towards month’s end.

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
2026/02/01	2836
2026/02/02	2922
2026/02/03	3062
2026/02/04	2590
2026/02/05	2595
2026/02/06	2618
2026/02/07	2622
2026/02/08	2640
2026/02/09	2620
2026/02/10	2567
2026/02/11	2595
2026/02/12	2555
2026/02/13	2618
2026/02/14	2622
2026/02/15	2640
2026/02/16	2620
2026/02/17	2392
2026/02/18	2408
2026/02/19	2491
2026/02/20	2439
2026/02/21	2399
2026/02/22	2359
2026/02/23	2358
2026/02/24	2426
2026/02/25	2441
2026/02/26	2394
2026/02/27	2355
2026/02/28	2372

February began with 2,836 advertisers, peaking at 3,062 on the 3rd. A decline followed, ending the month at 2,372.

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
chemistwarehouse.com.au	5.06%
amazon.com.au	1.98%
manscaped.com	0.51%
sephora.com.au	0.48%
specsavers.com.au	0.3%
laroche-posay.com.au	-0.36%
woolworths.com.au	-0.39%
temu.com	-0.5%
priceline.com.au	-0.96%
adorebeauty.com.au	-1%

Chemist Warehouse surged with a 5.06% click share increase, while Adore Beauty dropped by 1.0%. Amazon rose by 1.98%, contrasting Priceline’s 0.96% decline.

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	chemistwarehouse.com.au	amazon.com.au	woolworths.com.au	adorebeauty.com.au	temu.com	myer.com.au	iherb.com	priceline.com.au	sephora.com.au	bigw.com.au
2026/02/01	14.72%	9.53%	3.83%	6.49%	4.06%	1.31%	2.02%	1.96%	1.95%	1.1%
2026/02/02	12.12%	9.03%	3.15%	4.72%	3.85%	1.33%	1.84%	1.77%	3.11%	1%
2026/02/03	8.7%	13.79%	4.62%	3.62%	4.43%	1.69%	1.91%	2.28%	1.76%	1.26%
2026/02/04	14.63%	5.48%	4.13%	4.12%	3.92%	1.2%	1.67%	6.23%	1.21%	1.19%
2026/02/05	14.52%	5.41%	4.71%	5.58%	3.63%	1.22%	1.35%	4.63%	1.1%	1.81%
2026/02/06	12.32%	5.78%	4.48%	3.45%	3.69%	2.01%	1.63%	3.88%	2.38%	1.62%
2026/02/07	9.54%	8.87%	4.12%	1.55%	3.79%	2.07%	1.61%	4.01%	1.18%	1.47%
2026/02/08	12.43%	8.87%	4.29%	1.97%	3.68%	2.59%	1.38%	4.26%	1.77%	1.36%
2026/02/09	8.95%	9.57%	4.56%	3.81%	2.98%	1.56%	1.39%	5.98%	1.1%	1.26%
2026/02/10	11.03%	8.68%	4.16%	4.89%	2.25%	1.24%	1.72%	6.43%	1.15%	1.18%
2026/02/11	11.99%	9.28%	4.12%	3.82%	2.25%	1.27%	1.59%	6.27%	1.37%	1.19%
2026/02/12	16.58%	8.57%	3.93%	3.96%	2.31%	1.27%	1.87%	3.94%	1.22%	1.17%
2026/02/13	12.32%	5.78%	4.48%	3.45%	3.69%	2.01%	1.63%	3.88%	2.38%	1.62%
2026/02/14	9.54%	8.87%	4.12%	1.55%	3.79%	2.07%	1.61%	4.01%	1.18%	1.47%
2026/02/15	12.43%	8.87%	4.29%	1.97%	3.68%	2.59%	1.38%	4.26%	1.77%	1.36%
2026/02/16	8.95%	9.57%	4.56%	3.81%	2.98%	1.56%	1.39%	5.98%	1.1%	1.26%
2026/02/17	18.72%	15.77%	2.62%	1.11%	4.07%	2.05%	1.9%	2.28%	0.61%	0.64%
2026/02/18	18.64%	13.01%	2.46%	2.52%	3.66%	1.83%	1.51%	2.38%	1.36%	0.98%
2026/02/19	15.7%	11.86%	3.37%	3.64%	3.23%	1.66%	2.48%	3.04%	1.72%	1.58%
2026/02/20	14.64%	10.92%	3.99%	3.19%	3.19%	1.65%	3.43%	2.57%	2.14%	1.52%
2026/02/21	7.8%	13.88%	3.32%	2.41%	2.49%	1.6%	2.49%	1.98%	2.13%	1.22%
2026/02/22	10.89%	19.01%	2.83%	3.29%	1.5%	1.55%	2.3%	1.99%	1.84%	0.77%
2026/02/23	6.26%	20.11%	4.18%	2.35%	1.72%	1.42%	1.86%	1.74%	2.09%	0.87%
2026/02/24	16.67%	13.6%	4.36%	2.56%	2.74%	1.59%	1.86%	1.92%	1.78%	0.87%
2026/02/25	17.46%	12.49%	4.03%	2.35%	3.26%	1.64%	2.24%	2.31%	1.74%	1.15%
2026/02/26	20.59%	11.41%	4.16%	2.11%	2.18%	1.21%	2.42%	2%	2.09%	0.9%
2026/02/27	15.56%	15.2%	4.82%	2.32%	1.66%	2.55%	2.06%	1.74%	1.67%	1%
2026/02/28	14.24%	13.55%	4.12%	2.76%	2.68%	2.57%	2.11%	1.95%	1.5%	1.31%

chemistwarehouse.com.au
amazon.com.au
woolworths.com.au
adorebeauty.com.au
temu.com
myer.com.au
iherb.com
priceline.com.au
sephora.com.au
bigw.com.au

In February 2026, Chemist Warehouse led with fluctuating impressions, peaking at 20.59%. Amazon saw a mid-month surge, reaching 20.11%. Woolworths and Adore Beauty maintained steady shares, while Priceline and Sephora experienced minor variations. The month concluded with Chemist Warehouse maintaining dominance.

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 | App Sale - 30% Off App-Wide With Code APP https://www.adorebeauty.com.au
Score 30% Off App-Wide With Code APP. Brand Exclusions Apply. Limited Time Only.
2
Chemist Warehouse - Chemist Warehouse Online https://www.chemistwarehouse.com.au/
Shop Discount Beauty & Health Care Products At Chemist Warehouse. Fast Shipping Available
3
2 Pairs Optical Glasses $199 - 3 Pairs Of Glasses From $249 https://www.oscarwylee.com.au
Need Help Buying Glasses? Let Our Experts Help You. Find Your Nearest Store And Visit Us.
4
Sephora Australia https://www.sephora.com.au
Official Sephora Australia — Shop our huge selection of global & cult beauty brands. Enjoy beauty offers & more. Discover the best in beauty from top brands. Shop online for rewards and free samples. Redeem rewards & gifts.
5
Specsavers Optometrists https://www.specsavers.com.au › stores › optometrists
Shop Glasses & Contact Lenses — At Specsavers you get the care, service and value you deserve. Find a store near you. Medicare bulk billing is available at Specsavers - so there's no cost to you. T&Cs apply. Latest Hearing Technology.

In the competitive landscape of Google PPC, Adore Beauty entices with a 30% app-wide sale, while Chemist Warehouse emphasizes discounts and fast shipping. Oscar Wylee and Specsavers focus on value and expert assistance in eyewear, and Sephora highlights global beauty brands and rewards.

Frequently Asked Questions

Why is the AUS Retail Health and Beauty February 2026 Report useful and how should I use it?

Why is the AUS Retail Health and Beauty February 2026 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 February 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.
How often is the data updated?

Data within the AUS Retail Health and Beauty February 2026 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 February 2026 Report?

The AUS Retail Health and Beauty February 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.

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

Yes. The AUS Retail Health and Beauty February 2026 Report aggregates data from across both device types and Google Shopping.
Who is this AUS Retail Health and Beauty February 2026 Report for?

The AUS Retail Health and Beauty February 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.
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.

Customer Success Stories

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Smith St. and Coles partnered with Adthena to gain a clear view of their paid search landscape, monitoring Woolworths and the wider market to ensure Coles remained front of mind for shoppers through strategic paid search optimization.

By leveraging competitor insights and market trend data, the team optimized seasonal demand capture, boosting paid search traffic growth by 10% year-over-year while maintaining the same level of marketing budget.Read case study

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Online fashion retailer Roman needed to improve paid search efficiency without compromising revenue.

With guidance from digital agency partner Circus PPC, they turned to Adthena’s Brand Activator to reduce wasted brand spend.Read case study

Capital on Tap doubles PMax conversions and cuts CPL by 37%

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

Get the full picture

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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.

AUS Retail Health and Beauty - PPC Market Share Analysis February 2026