UK 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 UK Health and Beauty category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Health and Beauty – UK

Google AI Overview visibility for Retail Health and Beauty UK

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

AIO Frequency

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

Frequency Percentage
Frequency 9.35078507975
90.6492149202
9%

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 47
53
47%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 30%
Transactional 10%
Navigational 2%
Seasonal 3%
Local 1%
Problem Solving 7%

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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.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
boots.com 11.75
theperfumeshop.com 6.07
lookfantastic.com 5.68
hollandandbarrett.com 4.9
charlottetilbury.com 3.51
cultbeauty.co.uk 3.28
thefragranceshop.co.uk 2.82
dior.com 2.69
spacenk.com 2.5
sephora.co.uk 2.21
others 54.59
  • boots.com - 11.75%
  • theperfumeshop.com - 6.07%
  • lookfantastic.com - 5.68%
  • hollandandbarrett.com - 4.9%
  • charlottetilbury.com - 3.51%
  • cultbeauty.co.uk - 3.28%
  • thefragranceshop.co.uk - 2.82%
  • dior.com - 2.69%
  • spacenk.com - 2.5%
  • sephora.co.uk - 2.21%
  • others - 54.59%

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In the beauty sector, Boots leads with 11.75% click share, while ‘others’ dominate at 54.59%, highlighting diverse competition.

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. 

Share of Spend - Last Month
Share of Spend - Last Month
Date boots.com lookfantastic.com theperfumeshop.com cultbeauty.co.uk spacenk.com charlottetilbury.com sephora.co.uk dior.com thefragranceshop.co.uk hollandandbarrett.com
2025/11/01 12.14% 5.45% 2.53% 2.5% 1.59% 1.78% 1.43% 3.67% 2.47% 2.14%
2025/11/02 10.87% 5.66% 2.68% 1.92% 1.63% 2.35% 1.9% 3.16% 2.44% 2.15%
2025/11/03 12.89% 5.28% 3.2% 1.92% 1.28% 2.18% 2.04% 3.14% 3.41% 2.56%
2025/11/04 15.19% 4.98% 3.85% 1.76% 1.54% 2.94% 1.59% 2.99% 3.47% 2.54%
2025/11/05 10.83% 4.97% 4.35% 1.98% 1.98% 3.51% 1.03% 3.28% 2.7% 2.09%
2025/11/06 10.76% 4.42% 4.92% 1.99% 1.71% 1.73% 1.6% 3.07% 2.8% 2.46%
2025/11/07 9.9% 4.42% 5.89% 1.81% 1.93% 2.25% 1.27% 2.92% 2.93% 2.15%
2025/11/08 10.34% 4.92% 6.06% 1.86% 1.33% 3.61% 1.2% 2.93% 3.06% 2.14%
2025/11/09 7.62% 5.05% 5.94% 2% 1.13% 2.33% 1.49% 3.42% 2.64% 2.09%
2025/11/10 8.41% 5.29% 4.67% 2.71% 1.38% 2.36% 2.65% 2.83% 2.57% 2.02%
2025/11/11 8.44% 4.32% 6% 2.5% 1.16% 2.74% 1.57% 3.59% 2.77% 3.41%
2025/11/12 8.61% 5.57% 6.33% 3.1% 1.35% 2.52% 1.42% 3.2% 2.15% 2.22%
2025/11/13 8.8% 5.73% 8.6% 2.78% 1.51% 4.91% 1.41% 3.17% 1.82% 1.68%
2025/11/14 9.51% 5.91% 6.8% 2.61% 1.31% 5.99% 1.48% 3.1% 1.61% 1.76%
2025/11/15 10.65% 6.09% 4.28% 2.25% 1.19% 5.66% 1.69% 3.23% 1.21% 1.71%
2025/11/16 9% 5.45% 4.22% 2.12% 1.03% 8.47% 1.66% 2.69% 0.97% 1.7%
2025/11/17 8.44% 4.46% 3.7% 1.87% 1.17% 9.8% 2.35% 2.83% 0.95% 1.69%
2025/11/18 9.69% 4.56% 4.6% 1.8% 1.32% 7.24% 2.99% 2.44% 0.93% 1.64%
2025/11/19 10.48% 4.56% 4.42% 2.15% 1.33% 9.1% 2.67% 2.77% 1.19% 1.58%
2025/11/20 8.66% 4.32% 4.32% 2.87% 1.14% 4.19% 2.6% 2.62% 1.33% 1.66%
2025/11/21 8.21% 5.28% 5.28% 4.45% 1.26% 4.84% 2.77% 2.22% 1.64% 1.78%
2025/11/22 9.08% 4.48% 5.98% 4.79% 1.18% 3.56% 2.37% 1.85% 1.88% 1.88%
2025/11/23 8.9% 5.01% 4.17% 4.17% 0.75% 3.73% 2.25% 1.86% 1.65% 1.97%
2025/11/24 8.61% 6.29% 5.09% 4.07% 0.93% 4.26% 2.54% 2.15% 1.55% 2.21%
2025/11/25 8.55% 4.83% 4.95% 5.48% 3.26% 3.32% 2.23% 2.19% 1.64% 2.09%
2025/11/26 8.88% 4.82% 4.71% 5.35% 4.88% 2.7% 2.14% 2.45% 2.41% 2.09%
2025/11/27 9.59% 5.87% 4.01% 5.82% 5.09% 2.43% 1.97% 2.67% 2.52% 1.79%
2025/11/28 8.14% 10.09% 3.81% 6.82% 5.05% 2.74% 1.41% 1.85% 2.71% 3.19%
2025/11/29 8.54% 7.51% 4.69% 4.16% 4.05% 3.05% 2.37% 2.33% 3% 1.87%
2025/11/30 8.8% 8.48% 5.03% 4.26% 3.78% 3.5% 2.33% 2.23% 2.07% 2%
  • boots.com
  • lookfantastic.com
  • theperfumeshop.com
  • cultbeauty.co.uk
  • spacenk.com
  • charlottetilbury.com
  • sephora.co.uk
  • dior.com
  • thefragranceshop.co.uk
  • hollandandbarrett.com

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Boots.com started November strong, peaking at 15.19% on the 4th, but ended at 8.8%. Lookfantastic.com surged late, reaching 10.09% on the 28th. Theperfumeshop.com saw a mid-month peak at 8.6% on the 13th. Cultbeauty.co.uk climbed steadily, peaking at 6.82% on the 28th. Spacenk.com had a late surge, peaking at 5.09% on the 27th. Charlottetilbury.com peaked mid-month at 9.8% on the 17th. Sephora.co.uk saw a late rise, peaking at 2.99% on the 18th. Dior.com had a steady decline, ending at 2.23%. Thefragranceshop.co.uk peaked early at 3.47% on the 4th. Hollandandbarrett.com had a late peak at 3.19% on the 28th.

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. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2025/11/01 2661
2025/11/02 2677
2025/11/03 2633
2025/11/04 2732
2025/11/05 2722
2025/11/06 2660
2025/11/07 2643
2025/11/08 2653
2025/11/09 2489
2025/11/10 2499
2025/11/11 2306
2025/11/12 2450
2025/11/13 2489
2025/11/14 2383
2025/11/15 2437
2025/11/16 2381
2025/11/17 2425
2025/11/18 2351
2025/11/19 2330
2025/11/20 2256
2025/11/21 2418
2025/11/22 2422
2025/11/23 2361
2025/11/24 2363
2025/11/25 2375
2025/11/26 2313
2025/11/27 2367
2025/11/28 2308
2025/11/29 2361
2025/11/30 2421

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November began with 2,661 advertisers, peaking at 2,732 on the 4th. A decline followed, reaching 2,256 on the 20th. The month concluded with a slight recovery to 2,421 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.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
cultbeauty.co.uk 1.99%
spacenk.com 1.14%
lovehoney.co.uk 0.72%
sephora.co.uk 0.71%
charlottetilbury.com 0.66%
rituals.com -0.69%
thefragranceshop.co.uk -0.71%
dior.com -0.77%
theperfumeshop.com -0.96%
boots.com -1.99%

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Cultbeauty.co.uk surged with a 1.99% click share increase, while boots.com faced a 1.99% decline.

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.

Date lookfantastic.com boots.com spacenk.com cultbeauty.co.uk theperfumeshop.com sephora.co.uk thefragranceshop.co.uk amazon.co.uk hollandandbarrett.com dior.com
2025/11/01 7.31% 14.18% 2.59% 3.17% 2.52% 2.21% 3.21% 3.44% 2.84% 3.12%
2025/11/02 7.66% 12.54% 2.77% 2.47% 2.66% 2.91% 3.13% 3.67% 2.69% 2.78%
2025/11/03 7.15% 15.33% 2.12% 2.24% 3.12% 3.1% 4.38% 2.64% 2.99% 2.86%
2025/11/04 6.63% 17.3% 2.52% 2.07% 3.81% 2.32% 4.37% 2.72% 3.05% 2.57%
2025/11/05 6.82% 13.15% 3.26% 2.56% 4.43% 1.57% 3.49% 2.69% 2.73% 3.1%
2025/11/06 5.99% 12.83% 2.87% 2.38% 5.17% 2.43% 3.68% 1.85% 3.32% 2.81%
2025/11/07 6.25% 11.94% 3.17% 2.37% 6.01% 1.98% 3.84% 2.08% 2.99% 2.84%
2025/11/08 6.87% 12.33% 2.32% 2.25% 6.22% 1.98% 3.99% 1.86% 2.76% 3.03%
2025/11/09 7.34% 9.43% 2.2% 2.59% 5.86% 2.46% 3.8% 2.51% 3.04% 3.51%
2025/11/10 7.63% 10.41% 2.41% 3.42% 5% 4.23% 3.42% 2.12% 2.97% 3.04%
2025/11/11 6.59% 10.62% 2.31% 3.61% 6.21% 3.06% 3.66% 2.34% 4.83% 3.45%
2025/11/12 8.01% 10.49% 2.32% 4.07% 6.35% 2.38% 2.94% 4.81% 2.81% 2.91%
2025/11/13 8.09% 10.77% 2.5% 3.6% 8.9% 2.39% 2.41% 3.71% 2.4% 3.08%
2025/11/14 8.44% 11.92% 2.2% 3.43% 7.09% 2.45% 2.15% 1.65% 2.49% 3.02%
2025/11/15 8.99% 13.32% 2.05% 3.07% 4.14% 2.92% 1.64% 1.67% 2.43% 3.05%
2025/11/16 8.33% 11.36% 1.88% 2.88% 4.27% 2.77% 1.36% 1.81% 2.59% 2.65%
2025/11/17 6.84% 10.79% 2.11% 2.62% 3.73% 3.99% 1.39% 1.96% 2.56% 2.65%
2025/11/18 6.69% 11.88% 2.24% 2.45% 4.7% 4.81% 1.27% 1.25% 2.51% 2.23%
2025/11/19 6.63% 13.16% 2.25% 2.84% 4.53% 4.25% 1.69% 1.6% 2.5% 2.3%
2025/11/20 6.37% 10.56% 1.94% 3.99% 4.2% 4.28% 1.91% 1.95% 2.46% 2.39%
2025/11/21 7.3% 9.66% 1.95% 6.05% 5.22% 4.22% 2.21% 3.03% 2.6% 1.81%
2025/11/22 6.07% 10.87% 1.83% 6.64% 5.74% 3.64% 2.52% 2.7% 2.64% 1.36%
2025/11/23 7.13% 10.97% 1.31% 5.85% 4.25% 3.54% 2.31% 3.05% 2.84% 1.45%
2025/11/24 8.55% 10.21% 1.43% 5.55% 5.3% 3.93% 2.13% 2.76% 3.12% 1.65%
2025/11/25 6.48% 10.11% 5% 7.27% 5.09% 3.56% 2.16% 2.32% 2.79% 1.71%
2025/11/26 6.53% 10.36% 7.4% 6.97% 4.61% 3.27% 3.14% 1.79% 2.93% 1.95%
2025/11/27 7.85% 11.06% 7.6% 7.77% 3.81% 2.91% 3.23% 2.28% 2.47% 2.02%
2025/11/28 13.28% 9.16% 7.32% 9.06% 3.7% 2.11% 3.46% 2.79% 3.85% 1.27%
2025/11/29 9.81% 9.81% 6.19% 5.42% 4.58% 3.48% 3.81% 2.47% 2.54% 1.62%
2025/11/30 11.37% 10.16% 5.79% 5.39% 4.8% 3.57% 2.53% 2.47% 2.38% 1.61%
  • lookfantastic.com
  • boots.com
  • spacenk.com
  • cultbeauty.co.uk
  • theperfumeshop.com
  • sephora.co.uk
  • thefragranceshop.co.uk
  • amazon.co.uk
  • hollandandbarrett.com
  • dior.com

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In November 2025, lookfantastic.com saw a significant rise in PPC impressions, peaking at 13.28% on the 28th. Meanwhile, boots.com maintained a strong presence, though fluctuating, ending at 10.16%. The month concluded with lookfantastic.com leading the impressions share.

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.

Google Text Ad Copy Insights & Creative Trends for UK Retail Health and Beauty - Last month
  1. 1
    Boots Online Doctor - Prescription Only Medicine https://onlinedoctor.boots.com › weight-loss › treatment

    Expert, Confidential Advice to Give You Access To Prescription Weight Loss Treatment. Get Qualified Support and Wave Goodbye to Your Excess Weight. Find Out More Today! No Appointment Needed.

  2. 2
    SEPHORA UK https://www.sephora.co.uk

    SEPHORA UK Rewards — We Belong To Something Beautiful. When We Belong, It Gives Us The Power To Be Ourselves

  3. 3
    Shop Online At The Body Shop - The Body Shop https://www.thebodyshop.com

    Working hand-in-hand with nature to protect, heal, regenerate & change our world for good. Discover moments of body-loving magic with our new Beauty Advent Calendars.

  4. 4
    The Perfume Shop | Up To 50% Off | Black Friday Sale https://www.theperfumeshop.com

    Genuine Perfumes From One of The UK's Largest Retailers! Browse Our Luxury Scents & Gifts. Shop Our Black Friday Deals & Save Up To 50% Today! Deals So Good, They Won’t Last Long.

  5. 5
    Vision Express https://www.visionexpress.com

    Shop our Wide Range of Glasses — Our Advanced Eye Test, checks your sight & eye health too. NHS Eye Test Upgrade available. Look after your eyes with our Advanced Eye Test. Checks Vision & Eye Health Includes OCT.

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In the world of Google PPC, Boots.com stands out with its promise of expert, confidential weight loss advice, while Sephora.co.uk emphasizes belonging and empowerment. The Body Shop promotes nature-driven beauty, The Perfume Shop entices with Black Friday deals, and Vision Express highlights comprehensive eye care.

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