UK Retail Health and Beauty - PPC Market Share Analysis September 2026

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 35.8896104455
64.1103895545
35%

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 31
69
31%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 8%
Transactional 11%
Navigational 9%
Seasonal 2%
Local 3%
Problem Solving 3%

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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 12.69
theperfumeshop.com 6.5
lookfantastic.com 6.41
cultbeauty.co.uk 3.45
amazon.co.uk 3.02
spacenk.com 3
sephora.co.uk 2.55
thefragranceshop.co.uk 2.5
chanel.com 2.11
hollandandbarrett.com 1.92
others 55.85
  • boots.com - 12.69%
  • theperfumeshop.com - 6.5%
  • lookfantastic.com - 6.41%
  • cultbeauty.co.uk - 3.45%
  • amazon.co.uk - 3.02%
  • spacenk.com - 3%
  • sephora.co.uk - 2.55%
  • thefragranceshop.co.uk - 2.5%
  • chanel.com - 2.11%
  • hollandandbarrett.com - 1.92%
  • others - 55.85%

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In the beauty and health PPC landscape, Boots leads with 12.69% click share, while ‘others’ dominate at 55.85%, 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 spacenk.com amazon.co.uk cultbeauty.co.uk thefragranceshop.co.uk allbeauty.com chanel.com charlottetilbury.com
2026/09/01 7.25% 5.26% 4.09% 2.39% 2.51% 6.39% 1.59% 1.8% 2.83% 2.69%
2026/09/02 8.68% 6.47% 4.4% 2.53% 2.57% 7.28% 1.99% 2.26% 2.1% 1.97%
2026/09/03 9.78% 6.09% 4.82% 2.3% 2.54% 7.18% 2% 2.63% 2.39% 1.66%
2026/09/04 9.77% 5.46% 5.2% 2.1% 2.55% 5.02% 2.21% 2.91% 2.08% 2.06%
2026/09/05 10.84% 5.6% 4.67% 2.07% 2.85% 4.19% 2.22% 2.14% 1.86% 2.12%
2026/09/06 11.2% 4.88% 4.73% 2.22% 2.88% 3.52% 2.25% 2.7% 2.01% 2.12%
2026/09/07 10.52% 5.35% 4.45% 2.38% 2.91% 2.91% 2.3% 2.21% 2.01% 1.99%
2026/09/08 10.44% 5.65% 4.22% 2.49% 2.86% 3.23% 2.2% 1.95% 2.02% 1.69%
2026/09/09 9.4% 6.19% 4.23% 2.51% 2.96% 2.37% 2.17% 2.7% 2.26% 1.23%
2026/09/10 10.27% 5.63% 4.64% 2.82% 2.71% 2.48% 2.13% 2.35% 2.32% 0.97%
2026/09/11 10.46% 5.14% 4.88% 3.21% 2.25% 2.48% 1.83% 2.81% 2.75% 0.9%
2026/09/12 9.55% 5.22% 4.87% 2.57% 2.55% 2.64% 1.76% 2.57% 2.86% 1.17%
2026/09/13 9.38% 4.94% 6.03% 2.8% 2.34% 2.56% 1.85% 2.45% 2.69% 1.15%
2026/09/14 9.37% 5.31% 6.12% 2.94% 2.15% 2.17% 1.77% 2.65% 2.7% 0.92%
2026/09/15 9.74% 5.76% 5.76% 2.36% 2.46% 2.2% 1.79% 2.32% 2.64% 1.49%
2026/09/16 9.46% 5.46% 6.57% 2.06% 2.7% 2.76% 1.61% 1.9% 2.56% 4.23%
2026/09/17 9.14% 5.38% 6.71% 2.24% 2.33% 2.26% 1.61% 2.22% 2.73% 3.33%
2026/09/18 9.08% 5.14% 7.07% 2.28% 2.36% 2.61% 1.55% 1.86% 2.91% 3.35%
2026/09/19 9.49% 5.29% 6.45% 2.01% 2.22% 3.15% 1.6% 1.45% 2.67% 4.07%
2026/09/20 10.17% 5.56% 6.12% 2.02% 2.34% 3.46% 1.64% 1.52% 2.68% 5.04%
2026/09/21 9.56% 5.4% 5.81% 1.92% 2.44% 3.42% 1.91% 1.48% 2.6% 5.21%
2026/09/22 10.04% 5.61% 5.58% 2.38% 2.31% 3.93% 2.14% 1.46% 2.4% 2.68%
2026/09/23 10.07% 6.15% 4.96% 2.43% 2.31% 3.78% 2.01% 1.67% 2.26% 1.72%
2026/09/24 10.92% 7.15% 3.68% 3.03% 2.17% 2.51% 2.2% 1.94% 1.56% 0.73%
2026/09/25 9.98% 6.86% 4.73% 3.09% 1.95% 2.94% 2.47% 1.65% 1.81% 0.77%
2026/09/26 10.4% 6.9% 4.75% 3.01% 1.98% 2.42% 2.6% 1.89% 1.96% 1.26%
2026/09/27 9.49% 6.79% 4.62% 2.84% 1.98% 2.55% 2.54% 2.14% 1.69% 0.46%
2026/09/28 10.02% 7.47% 4.89% 2.56% 2.07% 2.23% 2.49% 1.8% 1.86% 0.28%
2026/09/29 10.45% 7.31% 4.95% 2.65% 2.27% 2.09% 2.21% 2.2% 2.22% 0.59%
2026/09/30 10.64% 7.63% 5.33% 2.69% 2.46% 2.36% 2.22% 2.08% 1.74% 0.47%
  • boots.com
  • lookfantastic.com
  • theperfumeshop.com
  • spacenk.com
  • amazon.co.uk
  • cultbeauty.co.uk
  • thefragranceshop.co.uk
  • allbeauty.com
  • chanel.com
  • charlottetilbury.com

Copyright © Adthena. All rights reserved.

Boots.com led September with a steady rise, peaking at 11.20% on the 6th. Lookfantastic.com surged late, closing at 7.63%. Theperfumeshop.com fluctuated, ending at 5.33%. Spacenk.com and Amazon.co.uk showed modest gains, while Cultbeauty.co.uk and Chanel.com experienced declines.

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
2026/09/01 2179
2026/09/02 2357
2026/09/03 2358
2026/09/04 2378
2026/09/05 2404
2026/09/06 2454
2026/09/07 2453
2026/09/08 2426
2026/09/09 2409
2026/09/10 2424
2026/09/11 2392
2026/09/12 2384
2026/09/13 2371
2026/09/14 2289
2026/09/15 2484
2026/09/16 2513
2026/09/17 2451
2026/09/18 2453
2026/09/19 2467
2026/09/20 2487
2026/09/21 2519
2026/09/22 2495
2026/09/23 2472
2026/09/24 2709
2026/09/25 2722
2026/09/26 2600
2026/09/27 2627
2026/09/28 2572
2026/09/29 2632
2026/09/30 2577

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September saw a dynamic rise in distinct advertisers, peaking at 2,722 on the 25th, before settling at 2,577.

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
sephora.co.uk 2%
lookfantastic.com 0.72%
lovehoney.co.uk 0.64%
theperfumeshop.com 0.6%
clinique.co.uk 0.54%
boots.com -0.46%
superdrug.com -0.54%
marksandspencer.com -0.55%
allbeauty.com -0.57%
cultbeauty.co.uk -0.62%

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Sephora.co.uk surged with a 2.00 increase, while cultbeauty.co.uk dropped by 0.62. Lookfantastic.com rose by 0.72, contrasting with allbeauty.com’s 0.57 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 boots.com lookfantastic.com theperfumeshop.com spacenk.com amazon.co.uk cultbeauty.co.uk ebay.co.uk thefragranceshop.co.uk allbeauty.com chanel.com
2026/09/01 8.07% 7.23% 4.62% 4% 3.58% 9.58% 2.37% 1.82% 2.23% 2.48%
2026/09/02 9.53% 8.49% 4.71% 4.18% 3.5% 9.19% 2.39% 2.08% 2.27% 1.98%
2026/09/03 11.24% 7.98% 4.85% 3.88% 3.46% 8.86% 2.33% 2.05% 2.46% 2.15%
2026/09/04 11.5% 7.16% 5.22% 3.61% 3.53% 6.38% 2.89% 2.23% 2.51% 1.9%
2026/09/05 12.25% 7.27% 4.9% 3.6% 3.79% 5.08% 2.89% 2.32% 2.25% 1.81%
2026/09/06 12.55% 6.63% 4.88% 3.92% 3.84% 3.95% 2.79% 2.39% 2.52% 1.97%
2026/09/07 11.95% 7.06% 4.59% 4.09% 3.83% 3.4% 2.96% 2.49% 2.31% 1.95%
2026/09/08 12.02% 7.61% 4.34% 4.3% 3.95% 3.47% 3.07% 2.44% 2.17% 1.84%
2026/09/09 10.42% 8.21% 4.28% 4.32% 3.86% 2.79% 2.91% 2.34% 2.68% 1.94%
2026/09/10 11.34% 7.59% 4.64% 4.68% 3.61% 2.7% 2.84% 2.19% 2.49% 2.05%
2026/09/11 11.65% 6.81% 4.88% 5.21% 3.14% 2.63% 2.5% 1.94% 2.84% 2.59%
2026/09/12 10.46% 6.6% 5.1% 4.16% 3.46% 2.48% 2.57% 1.96% 2.91% 2.54%
2026/09/13 10.13% 6.42% 6.08% 4.5% 3.29% 2.55% 2.53% 1.92% 3% 2.42%
2026/09/14 10.35% 6.92% 6.03% 4.8% 3.13% 2.5% 2.21% 1.82% 2.74% 2.51%
2026/09/15 10.76% 7.41% 5.71% 3.85% 3.37% 2.66% 2.57% 1.91% 2.39% 2.44%
2026/09/16 11.12% 7.29% 6.7% 3.53% 3.88% 3.41% 2.64% 1.74% 1.92% 2.35%
2026/09/17 10.59% 7.15% 7.2% 3.67% 3.36% 2.76% 2.21% 1.77% 2.13% 2.41%
2026/09/18 10.86% 7.08% 6.91% 3.87% 3.49% 3.08% 2.36% 1.7% 1.74% 2.66%
2026/09/19 11.4% 7.36% 6.57% 3.54% 3.39% 3.77% 2.61% 1.74% 1.46% 2.59%
2026/09/20 12.19% 7.42% 6.23% 3.54% 3.51% 4.46% 2.69% 1.75% 1.45% 2.43%
2026/09/21 11.48% 7.33% 5.83% 3.36% 3.62% 4.46% 2.52% 2.06% 1.44% 2.5%
2026/09/22 11.94% 7.39% 5.15% 4.31% 3.39% 4.76% 2.18% 2.25% 1.44% 2.37%
2026/09/23 11.99% 8% 4.74% 4.31% 3.41% 4.33% 2.33% 2.08% 1.48% 2.28%
2026/09/24 12.65% 9.04% 3.43% 5.42% 3.16% 3.15% 1.82% 2.25% 1.67% 1.47%
2026/09/25 11.55% 9.26% 4.28% 5.82% 2.85% 3.31% 1.86% 2.44% 1.54% 1.8%
2026/09/26 11.72% 9.61% 4.37% 5.69% 2.83% 2.94% 1.93% 2.5% 1.52% 1.9%
2026/09/27 11.32% 9.83% 4.37% 5.5% 2.88% 2.99% 1.77% 2.51% 1.53% 1.79%
2026/09/28 11.66% 10.58% 4.63% 4.81% 3.02% 2.79% 1.76% 2.42% 1.45% 1.71%
2026/09/29 12.23% 10.16% 5.03% 4.83% 3.43% 2.38% 2.67% 2.31% 1.69% 1.69%
2026/09/30 12.48% 10.67% 5.39% 4.8% 3.56% 2.73% 2.28% 2.25% 1.66% 1.38%
  • boots.com
  • lookfantastic.com
  • theperfumeshop.com
  • spacenk.com
  • amazon.co.uk
  • cultbeauty.co.uk
  • ebay.co.uk
  • thefragranceshop.co.uk
  • allbeauty.com
  • chanel.com

Copyright © Adthena. All rights reserved.

Boots.com led September with a steady rise, peaking at 12.65% on the 24th. Lookfantastic.com surged late, reaching 10.67% by month’s end. Theperfumeshop.com and spacenk.com showed fluctuations, while amazon.co.uk remained stable. Cultbeauty.co.uk and ebay.co.uk experienced declines.

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 Official Site - Shop Boots.com Now https://www.boots.com/shop/online

    The Ultimate Destination For Beauty, Wellness, & Pharmacy. Always Great Value & Quality. Treat Yourself With Trending Beauty, Top Health Brands & More! Shop Now For Big Savings.

  2. 2
    Holland & Barrett - Great Offers Online & In-Store https://www.hollandandbarrett.com

    Huge Savings In Store & Online At Holland & Barrett. Boost Your Wellness With Deliciously Good Food From Holland & Barrett. Vitamins & Supplements. Click & Collect.

  3. 3
    Charlotte Tilbury At Space NK - Free Charlotte Tilbury Gift https://www.spacenk.com

    Receive A Free 10ml Love Frequency EDP When You Buy Airbrush Powder & Airbrush Blush.

  4. 4
    The Fragrance Shop - Shop Up To 50% Off Now* https://www.thefragranceshop.co.uk

    Shop Up To 50% Off Today. Discover Your Next Favourite Fragrance Today & Save With MyTFS*

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

    Save Up To 50% Off On Selected Lines At The Perfume Shop.

Copyright © Adthena. All rights reserved.

In the competitive world of beauty and wellness, Boots stands out with its promise of value and quality, while Holland & Barrett emphasizes wellness through nutrition. Space NK entices with exclusive gifts, and The Fragrance Shop and The Perfume Shop captivate with significant discounts, creating a compelling narrative of savings and indulgence.

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