UK Retail Health and Beauty - PPC Market Share Analysis October 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 49.2381668171
50.7618331829
49%

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 30
70
30%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 6%
Transactional 12%
Navigational 12%
Seasonal 2%
Local 3%
Problem Solving 2%

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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 14.96
lookfantastic.com 6.71
theperfumeshop.com 5.55
amazon.co.uk 3.22
spacenk.com 3.01
cultbeauty.co.uk 3
sephora.co.uk 2.85
thefragranceshop.co.uk 2.81
dior.com 2.72
chanel.com 2.33
others 52.84
  • boots.com - 14.96%
  • lookfantastic.com - 6.71%
  • theperfumeshop.com - 5.55%
  • amazon.co.uk - 3.22%
  • spacenk.com - 3.01%
  • cultbeauty.co.uk - 3%
  • sephora.co.uk - 2.85%
  • thefragranceshop.co.uk - 2.81%
  • dior.com - 2.72%
  • chanel.com - 2.33%
  • others - 52.84%

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Boots.com leads with 14.96% click share, followed by lookfantastic.com at 6.71%. Others dominate with 52.84%, 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 chanel.com dior.com allbeauty.com amazon.co.uk thefragranceshop.co.uk cultbeauty.co.uk
2026/10/01 9.93% 9.09% 5.67% 2.26% 1.61% 1.9% 1.75% 2.36% 2.25% 2.51%
2026/10/02 11.58% 6.41% 6.85% 2.4% 1.71% 2.07% 2.17% 2.52% 2.3% 2.04%
2026/10/03 10.41% 5.8% 6.85% 2.71% 1.64% 2.15% 2.25% 2.63% 2.22% 2.98%
2026/10/04 10.13% 5.75% 7.72% 2.92% 1.59% 2.2% 1.85% 2.48% 2.43% 3.33%
2026/10/05 11.12% 6.16% 5.72% 3.1% 2.03% 2.57% 2.08% 2.44% 2.22% 4.29%
2026/10/06 10.55% 5.92% 5.61% 2.99% 2.13% 2.75% 2.23% 3.11% 2.23% 4.37%
2026/10/07 10.94% 5.62% 5.43% 2.85% 2.11% 2.59% 2.25% 3.37% 2.39% 4.03%
2026/10/08 12.22% 5.44% 4.4% 2.85% 2.32% 2.61% 2.46% 2.56% 2.1% 4.31%
2026/10/09 12.67% 5.97% 4.11% 2.57% 2.42% 2.89% 2.26% 2.37% 2.08% 3.92%
2026/10/10 12.6% 5.68% 3.52% 2.53% 2.43% 3.04% 2.24% 2.41% 1.99% 4.83%
2026/10/11 13.01% 5.69% 3.46% 2.47% 2.65% 3.13% 2.11% 2.11% 2.06% 3.62%
2026/10/12 13.08% 6.52% 3.43% 2.8% 2.26% 3.31% 2.15% 2.41% 1.97% 3.42%
2026/10/13 12.22% 6.12% 3.13% 2.68% 2.24% 3% 2.14% 2.9% 2.38% 2.75%
2026/10/14 12.26% 7.02% 3.49% 2.51% 2.14% 2.8% 2.23% 3.14% 2.39% 2.61%
2026/10/15 12.67% 5.91% 3.49% 2.42% 2.24% 2.82% 2.11% 2.96% 2.34% 2.64%
2026/10/16 12.66% 5.92% 4% 2.42% 2.11% 2.52% 2.35% 2.79% 2.32% 2.49%
2026/10/17 12.4% 5.87% 3.83% 2.79% 2.35% 2.64% 2.48% 2.83% 2.27% 2.89%
2026/10/18 12.21% 5.32% 4.18% 3% 2.4% 2.5% 2.46% 2.61% 2.3% 2.78%
2026/10/19 11.86% 5.83% 4.43% 3.02% 2.62% 2.27% 2.29% 2.7% 2.23% 3.1%
2026/10/20 11.46% 4.96% 4.48% 2.57% 2.95% 2.23% 2.45% 2.5% 2.58% 3.38%
2026/10/21 12.1% 6.25% 4.19% 2.41% 3.04% 1.92% 2.45% 2.48% 2.69% 3.16%
2026/10/22 11.94% 5.44% 3.12% 2.23% 3.23% 2.44% 2.46% 2.32% 2.85% 3.1%
2026/10/23 11.66% 5.67% 5.04% 2.47% 3.02% 2.26% 2.28% 2.35% 2.94% 3.34%
2026/10/24 10.57% 6.4% 4.76% 2.2% 2.03% 2.11% 2.36% 2.38% 1.9% 2.48%
2026/10/25 9.6% 6.34% 4.77% 2.32% 2.33% 2.18% 2.44% 2.25% 2.35% 2.41%
2026/10/26 9.6% 6.78% 4.49% 2.17% 2.19% 2.26% 2.45% 2.75% 2.12% 2.2%
2026/10/27 9.72% 6.71% 4.49% 2.3% 2.5% 2.22% 2.12% 2.45% 2.18% 1.58%
2026/10/28 9.29% 6.86% 4.2% 2.48% 2.49% 2.32% 2.26% 2.43% 2.02% 1.71%
2026/10/29 9.49% 7.83% 3.84% 2.57% 2.44% 2.44% 2.06% 2.24% 2.08% 1.86%
2026/10/30 9.45% 8.59% 3.93% 2.42% 2.28% 2.27% 2.08% 2.33% 2.05% 2.25%
2026/10/31 9.27% 8.14% 3.91% 2.46% 2.45% 2.42% 2.36% 2.33% 2.13% 2.09%
  • boots.com
  • lookfantastic.com
  • theperfumeshop.com
  • spacenk.com
  • chanel.com
  • dior.com
  • allbeauty.com
  • amazon.co.uk
  • thefragranceshop.co.uk
  • cultbeauty.co.uk

Copyright © Adthena. All rights reserved.

In October 2026, boots.com led with a peak spend share of 13.08% mid-month, then declined to 9.27% by month’s end. Meanwhile, lookfantastic.com surged from 5.44% to 8.14%, and theperfumeshop.com saw a dip, ending at 3.91%. Overall, the month concluded with boots.com maintaining dominance despite 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. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2026/10/01 2691
2026/10/02 2609
2026/10/03 2493
2026/10/04 2516
2026/10/05 2503
2026/10/06 2481
2026/10/07 2469
2026/10/08 2472
2026/10/09 2466
2026/10/10 2431
2026/10/11 2442
2026/10/12 2396
2026/10/13 2420
2026/10/14 2491
2026/10/15 2441
2026/10/16 2497
2026/10/17 2442
2026/10/18 2431
2026/10/19 2430
2026/10/20 2410
2026/10/21 2399
2026/10/22 2462
2026/10/23 2461
2026/10/24 2637
2026/10/25 2585
2026/10/26 2618
2026/10/27 2623
2026/10/28 2627
2026/10/29 2620
2026/10/30 2604
2026/10/31 2542

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October began with 2,691 advertisers, dipped mid-month, then surged to 2,627 by month’s end, showcasing dynamic competition.

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
lovehoney.co.uk 1.46%
charlottetilbury.com 1.16%
lookfantastic.com 0.63%
hollandandbarrett.com 0.5%
jomalone.co.uk 0.48%
amazon.co.uk -0.44%
dior.com -0.5%
cultbeauty.co.uk -0.9%
boots.com -1.6%
sephora.co.uk -2.04%

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Sephora.co.uk saw a significant drop of 2.04% in click share, while lovehoney.co.uk experienced a notable rise of 1.46%.

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 theperfumeshop.com amazon.co.uk ebay.co.uk cultbeauty.co.uk thefragranceshop.co.uk debenhams.com sephora.co.uk
2026/10/01 12.45% 11.84% 4.03% 6.05% 3.59% 1.84% 2.73% 2.59% 2.09% 2.43%
2026/10/02 8.34% 15.01% 4.61% 7.35% 3.59% 2.23% 2.45% 2.4% 1.65% 3.09%
2026/10/03 7.3% 13.67% 5.17% 7.83% 3.85% 2.61% 3.02% 2.42% 1.75% 2.72%
2026/10/04 7.48% 13.13% 5.53% 8.2% 3.75% 2.39% 3.56% 2.5% 1.76% 2.9%
2026/10/05 7.87% 14.06% 5.65% 6.11% 3.57% 2.47% 4.7% 2.31% 1.61% 2.89%
2026/10/06 7.63% 13.84% 5.69% 5.85% 4.69% 2.51% 4.91% 2.32% 1.86% 2.89%
2026/10/07 7.46% 14.28% 5.35% 5.61% 4.86% 2.6% 4.12% 2.47% 1.76% 3.71%
2026/10/08 7.33% 15.66% 5.12% 4.67% 3.72% 2.55% 4.55% 2.22% 1.77% 3.61%
2026/10/09 7.93% 15.8% 4.65% 4.3% 3.42% 2.68% 4.37% 2.22% 2.2% 3.56%
2026/10/10 7.46% 15.74% 4.75% 3.71% 3.16% 2.21% 5.26% 2.27% 2.49% 3.37%
2026/10/11 7.68% 16.32% 4.47% 3.59% 3.12% 2.09% 4.39% 2.16% 2.72% 3.66%
2026/10/12 8.31% 16.5% 5.06% 3.37% 3.46% 2.09% 4.03% 2.09% 2.51% 3.47%
2026/10/13 8.05% 15.77% 4.97% 3.39% 3.82% 2.28% 3.43% 2.5% 2.49% 3.31%
2026/10/14 8.97% 15.74% 4.52% 3.55% 4.18% 2.6% 2.97% 2.54% 2.47% 3.21%
2026/10/15 7.98% 16.15% 4.3% 3.56% 3.93% 2.51% 3.16% 2.42% 2.41% 3.04%
2026/10/16 7.79% 16.42% 4.4% 4.02% 3.92% 2.39% 3% 2.52% 2.52% 2.69%
2026/10/17 7.42% 15.73% 5.09% 3.84% 3.7% 2.32% 3.57% 2.4% 2.71% 2.92%
2026/10/18 7.27% 15.8% 5.52% 4.05% 3.65% 2.45% 3.44% 2.35% 2.8% 2.63%
2026/10/19 7.69% 15.24% 5.48% 4.07% 3.58% 2.45% 3.78% 2.42% 2.36% 2.95%
2026/10/20 6.73% 15.27% 4.77% 4.42% 3.61% 2.92% 4.25% 2.84% 2.2% 1.92%
2026/10/21 8.96% 15.94% 4.49% 3.99% 3.56% 2.72% 3.82% 3% 2.19% 1.42%
2026/10/22 7.71% 15.71% 4.1% 3.36% 3.34% 2.89% 4.06% 3.22% 2.3% 1.42%
2026/10/23 7.84% 15.24% 4.58% 4.84% 3.24% 2.62% 3.88% 3.15% 2.28% 1.64%
2026/10/24 8.92% 13.31% 4.03% 4.84% 3.36% 2.18% 2.97% 2.13% 2.08% 1.69%
2026/10/25 9.06% 12.2% 4.4% 5.15% 3.27% 2.3% 2.95% 2.51% 2.12% 1.74%
2026/10/26 9.45% 12.03% 4.06% 4.73% 3.88% 2.48% 2.44% 2.4% 1.98% 1.81%
2026/10/27 9.19% 12.01% 4.37% 4.71% 3.28% 2.63% 2.07% 2.35% 2% 1.68%
2026/10/28 9.41% 11.47% 4.74% 4.55% 3.2% 3.18% 1.79% 2.31% 2.02% 1.49%
2026/10/29 10.78% 11.57% 4.85% 4.14% 3.17% 2.56% 2.07% 2.4% 1.83% 1.62%
2026/10/30 11.51% 11.29% 4.59% 4.12% 3.18% 2.53% 2.5% 2.3% 2.02% 1.51%
2026/10/31 11.24% 11.09% 4.41% 3.97% 3.11% 2.55% 2.47% 2.44% 2.03% 1.86%
  • lookfantastic.com
  • boots.com
  • spacenk.com
  • theperfumeshop.com
  • amazon.co.uk
  • ebay.co.uk
  • cultbeauty.co.uk
  • thefragranceshop.co.uk
  • debenhams.com
  • sephora.co.uk

Copyright © Adthena. All rights reserved.

In October 2026, lookfantastic.com saw a steady rise in PPC impressions, peaking at 11.51% on October 30. Meanwhile, boots.com started strong but gradually declined, ending at 11.09%. spacenk.com maintained a consistent presence, while theperfumeshop.com experienced fluctuations, closing at 3.97%. amazon.co.uk remained stable, finishing at 3.11%. ebay.co.uk showed slight growth, ending at 2.55%. cultbeauty.co.uk and thefragranceshop.co.uk had minor variations, closing at 2.47% and 2.44%, respectively. debenhams.com and sephora.co.uk had lower shares, ending at 2.03% and 1.86%.

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 - Save Up To 60% Off Electricals https://www.boots.com/shop/online

    Standard Delivery £3.95. £1.50 For Click And Collect. Shop Our Latest Products And Discover Unmissable Deals. Latest Beauty Trends. Types: Fragrances, Premium Beauty, Electrical Beauty.

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

    Huge Savings In Store & Online At Holland & Barrett. H&B favourites running low? Never fear - BOGOF is here. Vitamins & Supplements. Click & Collect.

  3. 3
    The Fragrance Shop - Up To 60% Off Fragrance* https://www.thefragranceshop.co.uk

    Shop Fragrance Offers With Up To 60% Off, Plus An Extra 20% Off For MyTFS Members*

  4. 4
    The Perfume Shop - Get Up To 50% Off* https://www.theperfumeshop.com

    Save Up To 50% Off Selected Lines With Our Early Gifting Offers. Shop Today!

  5. 5
    Boots Delivered To You - Delivery In As Little As 20min https://www.ubereats.com › boots › delivery

    Get The Stuff You Need From Boots Delivered. Order In A Few Taps w/ Uber Eats

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In the competitive landscape of Google PPC, Boots and Holland & Barrett captivate with enticing discounts and convenience. Boots offers up to 60% off on electricals, while Holland & Barrett tempts with BOGOF deals. The Fragrance Shop and The Perfume Shop allure with significant fragrance discounts. Uber Eats partners with Boots for swift delivery, enhancing accessibility.

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