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UK Retail Health and Beauty - PPC Market Share Analysis February 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
theperfumeshop.com 10
amazon.co.uk 8.7
boots.com 8.6
lookfantastic.com 5.91
spacenk.com 3.17
cultbeauty.co.uk 3.08
charlottetilbury.com 2.99
thefragranceshop.co.uk 2.68
allbeauty.com 2.25
sephora.co.uk 2.1
others 50.52

Copyright © Adthena. All rights reserved.

In the beauty PPC landscape, ‘others’ dominate with 50.52% click share. The Perfume Shop leads individual advertisers at 10%, followed closely by Amazon at 8.7% and Boots at 8.6%.

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 boots.com theperfumeshop.com amazon.co.uk lookfantastic.com oralb.co.uk charlottetilbury.com thefragranceshop.co.uk sephora.co.uk dior.com spacenk.com
2025/02/01 6.99% 8.07% 6.55% 6.27% 2.73% 1.74% 2.67% 3.34% 2.54% 2.13%
2025/02/02 7.37% 7.21% 6.39% 6.07% 3.09% 2.08% 3.25% 3.4% 3.05% 2.08%
2025/02/03 8.04% 6.62% 7.52% 5.87% 3.24% 2.32% 3.2% 2.81% 3.12% 2.2%
2025/02/04 8.47% 4.81% 7.66% 6.44% 3.68% 2.8% 3.09% 2.25% 3.05% 2.18%
2025/02/05 8.59% 7.04% 8.33% 5.96% 3.3% 3.24% 3.18% 2.04% 2.84% 1.67%
2025/02/06 9.94% 7.05% 8.61% 6.2% 3.07% 2.86% 3.42% 1.99% 2.28% 1.81%
2025/02/07 10.23% 6.31% 7.97% 5.56% 2.9% 2.65% 2.97% 2.33% 2.21% 2.09%
2025/02/08 9.14% 9.35% 7.42% 5.57% 2.97% 2.68% 2.57% 2.58% 2.27% 1.87%
2025/02/09 9.37% 10.51% 8.32% 5.39% 2.99% 2.05% 1.95% 2.2% 1.72% 1.96%
2025/02/10 7.6% 10.41% 8.42% 5.93% 2.97% 2.61% 2.66% 2.39% 1.83% 1.8%
2025/02/11 8.23% 8.73% 9.15% 5.58% 3.07% 3.26% 2.65% 2.05% 1.48% 1.69%
2025/02/12 7.5% 12.09% 7.62% 5.45% 3.08% 3.09% 2.82% 1.94% 1.47% 1.62%
2025/02/13 7.63% 10.33% 7.15% 4.56% 3.52% 2.74% 3% 1.77% 1.88% 1.47%
2025/02/14 7.23% 8.43% 7.99% 4.38% 3.21% 3.08% 3.02% 1.92% 1.77% 1.52%
2025/02/15 4.8% 13.06% 7.32% 3.75% 3.47% 3.7% 2.4% 1.85% 1.85% 1.95%
2025/02/16 5.18% 10.47% 8.67% 4.07% 3.53% 3.92% 1.95% 1.65% 2.01% 1.68%
2025/02/17 4.44% 11.54% 9.04% 3.94% 3.26% 4.26% 1.69% 1.87% 1.99% 2.04%
2025/02/18 5.09% 6.08% 11.12% 3.81% 3.3% 3.67% 1.85% 1.95% 2.39% 2.26%
2025/02/19 5% 8.48% 11.19% 3.75% 3.37% 3.35% 1.7% 1.69% 2.41% 2.02%
2025/02/20 5.1% 7.02% 11.04% 3.98% 3.44% 2.56% 1.84% 1.69% 2.31% 2.38%
2025/02/21 4.95% 8.69% 11.19% 4.41% 3% 1.88% 1.81% 1.53% 1.78% 3.13%
2025/02/22 5.14% 11.1% 10.5% 4.66% 3.11% 2.33% 1.9% 1.75% 1.63% 2.36%
2025/02/23 5.64% 7.25% 10.45% 4.85% 2.81% 2.32% 1.86% 2.05% 1.75% 3.35%
2025/02/24 6.83% 4.86% 10.19% 5.11% 2.52% 2.61% 2.08% 2.15% 1.46% 2.75%
2025/02/25 8.33% 6.74% 8.18% 5.04% 2.66% 2.32% 1.88% 2.26% 1.56% 1.9%
2025/02/26 10.32% 8.48% 6.37% 4.44% 3.2% 2.45% 1.92% 2.2% 1.44% 1.75%
2025/02/27 10.17% 8.83% 6.15% 4.69% 2.58% 2.52% 1.72% 2.13% 1.38% 1.64%
2025/02/28 10.72% 8.76% 7.2% 5.3% 2.55% 2.48% 2.15% 2.03% 1.6% 1.21%

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In February 2025, Boots.com saw a fluctuating spend share, peaking at 10.72% on the 28th. ThePerfumeShop.com experienced a mid-month surge, reaching 13.06% on the 15th. Amazon.co.uk maintained a steady presence, peaking at 11.19% on the 19th. Lookfantastic.com had a gradual increase, ending at 5.3%. Overall, the month concluded with diverse trends across advertisers.

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
2025/02/01 5796
2025/02/02 5824
2025/02/03 5879
2025/02/04 6500
2025/02/05 6046
2025/02/06 5914
2025/02/07 5933
2025/02/08 5578
2025/02/09 5468
2025/02/10 5537
2025/02/11 5841
2025/02/12 5686
2025/02/13 5456
2025/02/14 5868
2025/02/15 5526
2025/02/16 5505
2025/02/17 5516
2025/02/18 5393
2025/02/19 5529
2025/02/20 5653
2025/02/21 5490
2025/02/22 5523
2025/02/23 5447
2025/02/24 5375
2025/02/25 5473
2025/02/26 5506
2025/02/27 5435
2025/02/28 5349

Copyright © Adthena. All rights reserved.

February began with 5,796 advertisers, peaking at 6,500 on the 4th. A decline followed, ending the month at 5,349.

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
amazon.co.uk 1.52%
spacenk.com 0.53%
cultbeauty.co.uk 0.45%
theperfumeshop.com 0.4%
allbeauty.com 0.4%
dior.com -0.38%
sephora.co.uk -0.39%
lookfantastic.com -0.66%
thefragranceshop.co.uk -0.98%
boots.com -2.82%

Copyright © Adthena. All rights reserved.

Amazon.co.uk surged with a 1.52% click share increase, while boots.com faced a significant drop of 2.82%.

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 boots.com amazon.co.uk theperfumeshop.com lookfantastic.com allbeauty.com cultbeauty.co.uk thefragranceshop.co.uk sephora.co.uk ebay.co.uk spacenk.com
2025/02/01 6.71% 8.66% 6.72% 7.94% 2.02% 2.04% 2.9% 3.84% 2.91% 2.73%
2025/02/02 7.1% 8.63% 5.76% 7.71% 2.14% 2.06% 3.57% 3.99% 2.94% 2.61%
2025/02/03 7.73% 9.71% 5.18% 7.43% 2.28% 1.66% 3.59% 3.23% 2.54% 2.74%
2025/02/04 8.36% 10.14% 3.72% 8.22% 2.64% 1.79% 3.43% 2.64% 2.48% 2.76%
2025/02/05 8.72% 10.9% 5.87% 7.63% 2.79% 1.7% 3.55% 2.3% 2.71% 2.05%
2025/02/06 10.14% 11.1% 5.86% 7.79% 2.41% 1.59% 3.85% 2.22% 2.71% 2.2%
2025/02/07 10.53% 10.54% 5.19% 7.1% 2.08% 1.55% 3.23% 2.66% 2.49% 2.52%
2025/02/08 9.59% 10.01% 8.11% 7.13% 1.87% 1.7% 2.96% 2.91% 2.01% 2.24%
2025/02/09 9.9% 10.85% 8.88% 6.95% 1.91% 1.24% 2.24% 2.47% 2.46% 2.34%
2025/02/10 8.17% 11.28% 9.14% 7.45% 1.64% 1.56% 2.99% 2.63% 2.39% 2.14%
2025/02/11 8.49% 11.95% 7.71% 7.09% 1.67% 1.26% 2.99% 2.36% 2.32% 2.03%
2025/02/12 7.86% 10.16% 10.21% 7% 1.69% 1.6% 3.21% 2.22% 1.97% 2.02%
2025/02/13 8.12% 9.57% 9.17% 5.86% 1.92% 2.02% 3.4% 2.02% 2.14% 1.76%
2025/02/14 7.7% 10.47% 7.08% 5.54% 2.14% 2.4% 3.31% 2.14% 2.11% 1.79%
2025/02/15 5.05% 10.12% 12.13% 4.88% 2.06% 2.92% 2.72% 2.11% 2.28% 2.35%
2025/02/16 5.34% 11.7% 9.11% 5.24% 2.2% 2.85% 2.23% 1.88% 2.51% 1.98%
2025/02/17 4.54% 12.29% 10.55% 5.11% 2.12% 2.41% 1.9% 2.16% 2.11% 2.57%
2025/02/18 4.99% 15.32% 5.21% 4.89% 2.61% 2.01% 2.08% 2.25% 1.93% 2.76%
2025/02/19 4.9% 15.09% 7.4% 4.77% 2.7% 1.8% 1.93% 1.97% 2.01% 2.48%
2025/02/20 4.98% 14.61% 6.2% 5.01% 2.96% 1.56% 2.07% 1.94% 2.32% 2.82%
2025/02/21 4.82% 15.11% 7.92% 5.48% 2.5% 1.37% 1.97% 1.75% 1.97% 3.66%
2025/02/22 4.91% 14.17% 10.22% 5.85% 2.43% 1.47% 2.06% 1.96% 1.77% 2.95%
2025/02/23 5.58% 13.95% 6.38% 6.02% 2.45% 2.01% 2.02% 2.3% 1.95% 4.01%
2025/02/24 6.59% 13.69% 4.21% 6.26% 2.47% 2.05% 2.24% 2.44% 2.29% 3.3%
2025/02/25 8.05% 10.89% 5.6% 6.13% 2.93% 2.06% 2.01% 2.68% 2.03% 2.16%
2025/02/26 10.24% 8.54% 7.29% 5.55% 3.03% 2.28% 2.08% 2.6% 2.04% 1.95%
2025/02/27 10.65% 8.43% 7.31% 5.99% 3.2% 2.81% 1.9% 2.62% 1.96% 1.93%
2025/02/28 10.99% 9.44% 7.28% 6.6% 3.17% 2.58% 2.35% 2.23% 1.78% 1.43%

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In February 2025, Amazon.co.uk led with a peak impression share of 15.32% on the 18th. Boots.com saw fluctuations, ending strong at 10.99%. ThePerfumeShop.com spiked mid-month, while LookFantastic.com remained steady. AllBeauty.com and CultBeauty.co.uk showed gradual growth.

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. 1
    Charlotte Tilbury | New Beautifying Eye Palettes https://www.charlottetilbury.com

    Shop Magical Makeup Products To Beautify Your Eyes, Lips & Cheeks At CharlotteTilbury.com. Free Delivery On All Orders Over £49 Shop Award-Winning Makeup...

  2. 2
    A Duo Of Treats | With Orders Over £125 | The Official Jo Malone London https://www.jomalone.co.uk

    Receive A Complimentary Scented Duo When You Spend over £125 with code GIFT. Receive Free Scented Samples With Your Purchase. Free...

  3. 3
    The Body Shop | 3 For 2 Skincare https://www.thebodyshop.com

    Treat Yourself To Some Of Our Most Popular Beauty Must Haves. We Create Beauty Routines Made For...

  4. 4
    Up To 50% Off For Valentine’s - Valentine’s Day: Up To 50% Off https://www.thefragranceshop.co.uk

    Limited Time Offer: Shop 15% Off Everything With Code: SCENT15. Shop Valentine's Gifts At The...

  5. 5
    The Perfume Shop - Up To 50% Off For Valentines https://www.theperfumeshop.com

    Genuine Perfumes From One of The UK's Largest Retailers! Browse Our Luxury Scents & Gifts.

Copyright © Adthena. All rights reserved.

In the world of beauty and fragrance, Charlotte Tilbury enchants with magical makeup, while Jo Malone offers a luxurious scented duo. The Body Shop entices with a 3-for-2 skincare deal, and The Fragrance Shop and The Perfume Shop captivate with Valentine’s discounts up to 50%.

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