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.

Frequently Asked Questions

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

Why is the UK Retail Health and Beauty April 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 UK Retail Health and Beauty April 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 UK Retail Health and Beauty April 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 UK Retail Health and Beauty April 2025 Report?

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

The UK Retail Health and Beauty April 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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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

Get the full picture

See this data specific to your brand performance

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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Retail

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 is the UK Retail Health and Beauty April 2025 Report useful and how should I use it?

Why is the UK Retail Health and Beauty April 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the UK Retail Health and Beauty April 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this UK Retail Health and Beauty April 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

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See this data specific to your brand performance

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