UK Retail Health and Beauty - PPC Market Share Analysis April 2025

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.

Market Exposure

Share of Clicks for top 10 UK 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
amazon.co.uk	10.36
boots.com	8.22
lookfantastic.com	7.11
charlottetilbury.com	5
theperfumeshop.com	4.32
spacenk.com	3.58
cultbeauty.co.uk	3.56
allbeauty.com	2.65
thefragranceshop.co.uk	2.21
superdrug.com	1.99
others	51

Amazon.co.uk leads with a 10.36% click share, followed by Boots.com at 8.22%. Lookfantastic.com captures 7.11%, while others dominate with 51.0%.

Market Exposure

Share of Spend for the top 10 UK 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.co.uk	boots.com	lookfantastic.com	charlottetilbury.com	theperfumeshop.com	spacenk.com	cultbeauty.co.uk	allbeauty.com	thefragranceshop.co.uk	superdrug.com
2025/04/01	9.11%	7.54%	4.13%	7.33%	3.74%	1.18%	1.49%	2.28%	1.79%	1.79%
2025/04/02	9.18%	7.51%	3.69%	7.63%	3.17%	1.25%	1.43%	2.45%	1.76%	1.79%
2025/04/03	8.44%	7.57%	4.68%	8.15%	1.35%	1.19%	1.67%	2.33%	1.83%	1.71%
2025/04/04	9.84%	6.37%	3.89%	7.77%	1.58%	1.26%	1.75%	1.99%	1.97%	1.85%
2025/04/05	11.26%	5.87%	3.82%	7.36%	2.35%	1.59%	1.86%	1.78%	2.02%	1.48%
2025/04/06	11.56%	6.28%	3.66%	7.43%	1.88%	1.57%	2.28%	1.84%	1.83%	1.93%
2025/04/07	11.47%	6.25%	3.84%	7.33%	2.37%	1.73%	2.82%	1.73%	1.85%	2.25%
2025/04/08	11.29%	6.9%	4.13%	6.47%	2.92%	1.76%	2.09%	2.03%	2.23%	1.95%
2025/04/09	11.54%	6.61%	3.13%	6.87%	3.09%	1.68%	1.99%	2.13%	2.33%	2.4%
2025/04/10	11.19%	6.78%	5.01%	7.14%	3.02%	1.63%	1.45%	2.03%	2.39%	2.29%
2025/04/11	10.61%	7.37%	4.35%	7.37%	2.84%	2.21%	1.06%	1.92%	2.36%	2.01%
2025/04/12	10.29%	7.41%	4.61%	6.96%	3.59%	2.37%	1.56%	1.92%	2.45%	1.92%
2025/04/13	10.74%	7.74%	5.48%	7.21%	2.98%	1.97%	1.22%	1.96%	2.42%	1.93%
2025/04/14	11.46%	6.73%	5.98%	7.54%	3.77%	2.13%	1.51%	2.07%	2.3%	1.43%
2025/04/15	11.65%	5.68%	6.42%	7.25%	5%	1.6%	1.78%	2.2%	2.03%	2.14%
2025/04/16	11.21%	6.06%	7.61%	7.03%	4.31%	1.68%	1.9%	2.13%	1.81%	1.66%
2025/04/17	11.14%	6.53%	6.82%	4.73%	4.5%	1.34%	3.38%	1.59%	1.86%	1.89%
2025/04/18	8.44%	6.14%	9.88%	4.46%	4.47%	1.38%	6.73%	2%	1.67%	1.97%
2025/04/19	9.43%	5.12%	8.57%	3.3%	3.51%	1.04%	6.48%	2.19%	1.53%	2.05%
2025/04/20	8.94%	4.85%	10.19%	2.76%	4.69%	0.97%	7.03%	1.97%	1.08%	1.15%
2025/04/21	8.98%	4.41%	9.72%	2.81%	5.71%	1.06%	7.21%	1.74%	0.87%	2.78%
2025/04/22	9.41%	5.06%	8.37%	3.42%	6.39%	1.23%	6.44%	1.66%	1.39%	2.68%
2025/04/23	8.77%	5.84%	6.38%	2.73%	7.1%	1.71%	5.96%	1.66%	1.69%	1.93%
2025/04/24	10.57%	6.99%	6.22%	4.62%	4.98%	1.65%	1.92%	1.52%	1.63%	1.59%
2025/04/25	9.82%	7.56%	5.79%	4.24%	4.57%	1.92%	2.02%	1.57%	1.83%	2.5%
2025/04/26	10.46%	8.99%	5.5%	3.33%	2.45%	2.49%	1.54%	1.55%	2.48%	1%
2025/04/27	9.59%	9.05%	5.1%	4.15%	2.15%	2.63%	1.03%	1.57%	2.81%	1.53%
2025/04/28	9.74%	8.28%	5.02%	4.87%	2.7%	2.91%	1.61%	1.67%	2.2%	1.93%
2025/04/29	9.13%	8.4%	5.36%	3.32%	3.6%	3.28%	1.57%	1.78%	1.71%	1.56%
2025/04/30	8.99%	8.4%	6.04%	3.91%	3.8%	3.06%	1.88%	1.79%	1.69%	1.4%

Amazon.co.uk led April with fluctuating spend, peaking mid-month. Boots.com saw a late surge, while Lookfantastic.com spiked mid-month. CharlotteTilbury.com declined steadily. ThePerfumeShop.com and SpaceNK.com showed varied trends. CultBeauty.co.uk and AllBeauty.com remained stable. TheFragranceShop.co.uk and Superdrug.com had minor fluctuations.

Market Exposure

Competitor Count for UK 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
2025/04/01	3168
2025/04/02	3179
2025/04/03	3240
2025/04/04	3223
2025/04/05	3212
2025/04/06	3212
2025/04/07	3148
2025/04/08	3152
2025/04/09	3134
2025/04/10	3089
2025/04/11	3095
2025/04/12	3118
2025/04/13	3153
2025/04/14	3114
2025/04/15	3084
2025/04/16	3094
2025/04/17	3092
2025/04/18	2981
2025/04/19	3178
2025/04/20	3180
2025/04/21	3126
2025/04/22	3106
2025/04/23	3102
2025/04/24	3164
2025/04/25	3138
2025/04/26	3209
2025/04/27	3209
2025/04/28	3215
2025/04/29	3121
2025/04/30	3122

April saw fluctuating advertiser numbers, peaking at 3,240 on April 3rd, then dipping to 2,981 on April 18th. The month concluded with 3,122 advertisers.

Campaign Efficiency

Market Loss & Market Gains for UK 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
lookfantastic.com	2.06%
theperfumeshop.com	1.65%
cultbeauty.co.uk	1.55%
boots.com	0.82%
rituals.com	0.44%
beautybay.com	-0.36%
allbeauty.com	-0.37%
spacenk.com	-1.15%
amazon.co.uk	-1.16%
charlottetilbury.com	-3.58%

Lookfantastic.com surged with a 2.06% click share increase, while charlottetilbury.com dropped by 3.58%. Theperfumeshop.com and cultbeauty.co.uk also saw positive gains.

Campaign Efficiency

UK 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.co.uk	boots.com	lookfantastic.com	spacenk.com	theperfumeshop.com	allbeauty.com	superdrug.com	ebay.co.uk	thefragranceshop.co.uk	cultbeauty.co.uk
2025/04/01	12.84%	8.62%	5.57%	1.56%	3.32%	3.13%	2.76%	2.35%	2.24%	1.62%
2025/04/02	12.97%	8.4%	4.71%	1.57%	2.81%	3.32%	2.68%	2.79%	2.16%	1.5%
2025/04/03	12.02%	8.64%	6.12%	1.49%	1.14%	3.17%	2.55%	2.97%	2.23%	1.68%
2025/04/04	13.88%	7.31%	5.08%	1.57%	1.42%	2.71%	2.84%	2.7%	2.37%	1.67%
2025/04/05	15.34%	6.58%	5.12%	2.2%	1.98%	2.35%	2.28%	2.7%	2.38%	1.76%
2025/04/06	15.73%	6.92%	4.74%	2.11%	1.75%	2.39%	2.89%	2.88%	2.21%	2.15%
2025/04/07	15.65%	6.86%	4.76%	2.17%	2.03%	2.3%	3.35%	2.79%	2.18%	2.68%
2025/04/08	15.18%	7.4%	5.31%	2.3%	2.68%	2.67%	2.84%	2.67%	2.57%	2.04%
2025/04/09	15.68%	7.09%	3.95%	2.17%	2.69%	2.85%	3.57%	2.97%	2.68%	1.98%
2025/04/10	15.12%	7.36%	6.48%	2.08%	2.71%	2.75%	3.32%	2.58%	2.74%	1.47%
2025/04/11	14.59%	8.05%	5.63%	2.96%	2.44%	2.59%	3.05%	2.22%	2.74%	1%
2025/04/12	13.98%	8.13%	5.9%	3.13%	3.04%	2.56%	2.87%	2.31%	2.89%	1.49%
2025/04/13	14.65%	8.31%	7.29%	2.73%	2.58%	2.6%	2.81%	2.62%	2.75%	1.21%
2025/04/14	15.47%	7.38%	7.74%	2.86%	3.34%	2.69%	2.11%	2.93%	2.63%	1.39%
2025/04/15	15.78%	6.1%	8.3%	2.07%	4.15%	2.91%	3.15%	2.28%	2.31%	1.72%
2025/04/16	15.04%	6.55%	9.96%	2.11%	3.57%	2.84%	2.42%	2.53%	2.06%	1.85%
2025/04/17	15.3%	6.6%	8.5%	1.65%	3.76%	2.08%	2.69%	2.67%	2.13%	3.22%
2025/04/18	11.84%	6.31%	12.63%	1.76%	3.6%	2.71%	2.8%	1.7%	1.88%	7.13%
2025/04/19	12.49%	5.6%	10.97%	1.24%	2.99%	2.83%	3.03%	1.79%	1.7%	7.26%
2025/04/20	11.93%	5.04%	13.02%	1.14%	3.77%	2.53%	1.66%	2.1%	1.18%	7.9%
2025/04/21	11.68%	4.48%	12.23%	1.27%	4.83%	2.23%	3.96%	2.23%	0.96%	8.28%
2025/04/22	12.53%	5.24%	11.11%	1.47%	5.84%	2.15%	3.92%	1.96%	1.55%	7.82%
2025/04/23	11.99%	6.15%	8.58%	2.15%	6.32%	2.14%	2.84%	2.28%	1.93%	7.18%
2025/04/24	14.25%	7.63%	8.54%	2.16%	4.55%	2.07%	2.47%	2.2%	1.9%	2.12%
2025/04/25	13.34%	8.36%	7.81%	2.43%	4.06%	2.13%	3.76%	1.89%	2.16%	2.04%
2025/04/26	13.85%	9.77%	7.31%	3.29%	2.16%	2.08%	1.54%	2.06%	2.85%	1.49%
2025/04/27	13.09%	9.9%	6.96%	3.58%	1.93%	2.11%	2.3%	2.21%	3.29%	0.97%
2025/04/28	13.18%	8.97%	6.69%	3.9%	2.39%	2.25%	2.91%	2.21%	2.63%	1.51%
2025/04/29	12.1%	9.15%	6.98%	4.37%	3.06%	2.37%	2.38%	2.01%	1.97%	1.58%
2025/04/30	12.04%	9.19%	8.04%	4.14%	3.24%	2.4%	2.22%	2.02%	1.98%	1.8%

April 2025 saw Amazon.co.uk’s impression share fluctuate, peaking mid-month at 15.78%. Boots.com experienced a late surge, ending at 9.19%. Lookfantastic.com rose sharply mid-month, peaking at 13.02%. Overall, Amazon.co.uk maintained dominance.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK 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
World's Cheapest Glasses | Code BIRTHDAYSUN For 10% Off https://www.selectspecs.com
Celebrating 20 years - get 10% off £59+ frames + free tinted lenses with code BIRTHDAYSUN.
2
The Body Shop | Vitamin C Glow Duo https://www.thebodyshop.com
Glow big with our Vitamin C skincare, made with 90% natural-origin ingredients. Bring balance to your...
3
Up to 50% Off This Spring https://www.thefragranceshop.co.uk
Next Day Delivery Before 8pm — Shop The Latest Fragrances At The Best Prices. MyTFS Get 20% Everything & Free Delivery
4
The Perfume Shop - Up To 50% Off This Spring https://www.theperfumeshop.com
Save Up To 50% Off This Spring! Discover Our Wide Range Of Perfume Deals. Genuine Perfumes From...
5
Vision Express https://www.visionexpress.com
Shop Our Latest Offers — Our Advanced Eye Test, checks your sight & eye health too. NHS Eye Test Upgrade available

In the vibrant world of Google PPC, SelectSpecs celebrates 20 years with a 10% discount on affordable glasses, while The Body Shop promotes natural-origin Vitamin C skincare. The Fragrance Shop and The Perfume Shop both offer enticing spring discounts up to 50%, and Vision Express highlights comprehensive eye tests.

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UK Retail Health and Beauty - PPC Market Share Analysis April 2025

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

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

Competitor Count for UK Retail Health and Beauty

Market Loss & Market Gains for UK Retail Health and Beauty

UK Retail Health and Beauty Share of Impressions

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

Frequently Asked Questions

Why are these reports useful and how should I use them?

Why these reports are useful

How often is the data updated?

How does Adthena collect this data?

How accurate are these reports?

Does this include mobile, desktop and Google Shopping data?

Who is this report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

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

Ask Arlo: AI generated search insights in seconds

Get the full picture

See this data specific to your brand performance