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US 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 US 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 US 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
sephora.com 13.84
ulta.com 8.77
amazon.com 8.43
bathandbodyworks.com 7.22
walmart.com 5.8
cvs.com 5.48
target.com 3.4
sallybeauty.com 1.67
fragrancenet.com 1.43
macys.com 1.39
others 42.57

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Sephora leads with 13.84% click share, followed by Ulta at 8.77%. Amazon captures 8.43%, while others dominate with 42.57%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 US 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 walmart.com amazon.com cvs.com target.com ulta.com sephora.com nutrafol.com macys.com bathandbodyworks.com fragrancenet.com
2025/04/01 5.3% 6.17% 7.25% 3.31% 4.12% 9.81% 4.17% 3.14% 1.3% 1.21%
2025/04/02 6.82% 7.66% 7.51% 3.34% 3.37% 9.64% 3.48% 4.03% 1.04% 1.02%
2025/04/03 7.82% 7.53% 7.17% 2.66% 3.89% 12.47% 4.25% 3.33% 1.5% 0.98%
2025/04/04 5.13% 7.79% 6.73% 2.29% 3.34% 16.19% 3.36% 2.86% 1.65% 0.85%
2025/04/05 4.87% 7.96% 6.4% 2.95% 4.61% 19.15% 2.63% 2.69% 0.77% 0.89%
2025/04/06 4.97% 9.01% 5.76% 2.88% 1.93% 19.8% 2.59% 2.46% 1.98% 1.02%
2025/04/07 5.97% 8.95% 7.18% 3.06% 2.84% 17.28% 3.07% 2.17% 1.29% 1.08%
2025/04/08 4.76% 9.07% 6.34% 2.88% 4.07% 22.6% 2.21% 1.18% 1.07% 1.02%
2025/04/09 4.66% 10.35% 5.93% 2.96% 3.63% 23.88% 1.94% 0.66% 1.1% 1.06%
2025/04/10 5.26% 11.14% 6.8% 3.32% 3.03% 20.36% 2.37% 0.46% 0.75% 1.01%
2025/04/11 6.91% 10.16% 6.25% 3.37% 2.68% 20.81% 2.21% 0.58% 0.64% 1.07%
2025/04/12 6.06% 9.57% 4.9% 3.24% 3.42% 20.93% 2.47% 0.59% 1.1% 1.09%
2025/04/13 6.34% 9.61% 5.54% 3.58% 4.42% 22.5% 2.04% 0.49% 1.12% 0.92%
2025/04/14 5.79% 7.87% 5.78% 3.55% 4.1% 26.6% 2.11% 0.37% 0.52% 0.94%
2025/04/15 6.77% 8.25% 6.24% 3.66% 4.02% 14.99% 2.2% 0.61% 1.68% 1.24%
2025/04/16 7.58% 7.73% 6.77% 3.78% 3.86% 11.92% 2.92% 0.7% 0.97% 1.17%
2025/04/17 7.28% 6.03% 8.57% 5.65% 5.32% 7.87% 2.7% 0.62% 0.94% 1.28%
2025/04/18 5.31% 6.69% 7.72% 6.76% 7.8% 5.05% 2.04% 0.58% 1.67% 1.09%
2025/04/19 6.34% 8.05% 6.67% 5.37% 10.21% 2.12% 2.04% 0.66% 1.69% 1.23%
2025/04/20 5.92% 7.99% 5.97% 4.1% 8.4% 1.66% 2.12% 0.55% 3.5% 1.16%
2025/04/21 5.58% 8.46% 6.93% 4.6% 6.2% 0.91% 2.22% 0.63% 1.96% 1.18%
2025/04/22 5.61% 9.05% 5.86% 5.18% 4.77% 1.08% 2.06% 0.67% 1% 1.25%
2025/04/23 5.06% 8.28% 5.25% 4.42% 4.61% 2.38% 1.85% 0.8% 1.3% 1.44%
2025/04/24 5.71% 9.51% 7.15% 4.97% 3.73% 1.68% 1.94% 1.1% 1.29% 1.28%
2025/04/25 6.44% 8.54% 6.35% 4.45% 5.33% 1.34% 1.07% 1.48% 1.98% 1.26%
2025/04/26 8.75% 8.72% 7.25% 4.76% 3.59% 1.35% 1.46% 1.59% 1.45% 1.35%
2025/04/27 11.29% 8.28% 5.92% 4.42% 5.32% 1.73% 1.66% 1.55% 1.49% 1.24%
2025/04/28 8.63% 8.23% 7.33% 4.65% 3.94% 1.75% 1.81% 1.56% 0.8% 1.3%
2025/04/29 10.36% 7.89% 7.35% 4.9% 3.23% 1.69% 1.59% 1.83% 1.31% 1.1%
2025/04/30 9.6% 7.16% 6.43% 3.57% 2.9% 2.87% 2.23% 1.53% 1.17% 1.07%

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In April 2025, Sephora’s PPC spend peaked early, then plummeted. Walmart and Amazon showed steady growth, with Walmart surging late. CVS and Target had moderate fluctuations, while Ulta and Bath & Body Works experienced mid-month spikes. FragranceNet remained stable.

Market Exposure

Competitor Count for US 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 6308
2025/04/02 6222
2025/04/03 6145
2025/04/04 6270
2025/04/05 6262
2025/04/06 6290
2025/04/07 6190
2025/04/08 6100
2025/04/09 5873
2025/04/10 5974
2025/04/11 5837
2025/04/12 5932
2025/04/13 6051
2025/04/14 6058
2025/04/15 6067
2025/04/16 6149
2025/04/17 6344
2025/04/18 6542
2025/04/19 6367
2025/04/20 6105
2025/04/21 6233
2025/04/22 6122
2025/04/23 6168
2025/04/24 6029
2025/04/25 5894
2025/04/26 6029
2025/04/27 6064
2025/04/28 6034
2025/04/29 6024
2025/04/30 5855

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April saw fluctuating advertiser numbers, starting at 6,308 and dipping to 5,855 by month’s end. Mid-month peaks reached 6,542, indicating dynamic market activity.

Campaign Efficiency

Market Loss & Market Gains for US 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
bathandbodyworks.com 1.79%
target.com 1.52%
walmart.com 1.2%
cvs.com 0.77%
gnc.com 0.71%
nutrafol.com -0.29%
temu.com -0.33%
eyebuydirect.com -0.54%
amazon.com -0.73%
sephora.com -17.95%

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Sephora.com saw a significant drop of 17.95%, while Bathandbodyworks.com surged by 1.79%.

Campaign Efficiency

US 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 walmart.com amazon.com cvs.com target.com ulta.com macys.com bathandbodyworks.com sephora.com fragrancenet.com walgreens.com
2025/04/01 8.31% 7.36% 10.99% 5.09% 5.68% 4.34% 2.5% 7.51% 1.93% 1.01%
2025/04/02 10.38% 9.08% 11.29% 5.01% 4.9% 5.51% 1.91% 7.5% 1.6% 1.12%
2025/04/03 11.48% 9.4% 10.47% 3.97% 5.95% 4.6% 1.76% 9.54% 1.5% 1.06%
2025/04/04 7.86% 9.39% 9.85% 3.42% 5.75% 4.12% 2.48% 14.63% 1.29% 1.05%
2025/04/05 7.52% 9.46% 9.29% 4.2% 6.37% 3.63% 1.34% 17.38% 1.29% 0.97%
2025/04/06 7.57% 10.72% 8.59% 4.17% 3.28% 3.38% 2.7% 17.66% 1.47% 1.04%
2025/04/07 8.89% 10.62% 10.39% 4.4% 4.27% 3% 2.39% 14.55% 1.54% 0.97%
2025/04/08 7.34% 11.11% 9.09% 4.09% 5.52% 1.61% 2.19% 20.1% 1.53% 0.91%
2025/04/09 7.32% 13.12% 8.79% 4.38% 4.35% 0.91% 1.97% 21.17% 1.57% 0.87%
2025/04/10 8.15% 13.66% 9.81% 4.91% 4.51% 0.65% 1.05% 17.85% 1.52% 0.95%
2025/04/11 10.47% 12.49% 8.59% 4.96% 4.53% 0.81% 0.99% 17.58% 1.58% 0.93%
2025/04/12 9.48% 11.87% 7.15% 4.77% 3.95% 0.84% 1.95% 18.73% 1.67% 0.86%
2025/04/13 9.4% 11.53% 7.8% 5.28% 4.76% 0.69% 1.92% 20.77% 1.39% 0.99%
2025/04/14 8.58% 9.51% 8.16% 5.16% 5.54% 0.51% 0.89% 24.83% 1.39% 0.89%
2025/04/15 10.26% 9.57% 8.61% 5.24% 6.41% 0.85% 2.58% 11.49% 1.86% 0.95%
2025/04/16 11.38% 9.34% 9.23% 5.45% 6.04% 1.04% 2.43% 7.88% 1.81% 1.11%
2025/04/17 10.52% 7.24% 11.08% 7.68% 6.89% 0.86% 1.66% 4.66% 1.97% 1.61%
2025/04/18 7.69% 8.14% 10.09% 9.58% 8.75% 0.81% 2.12% 2.91% 1.61% 1.58%
2025/04/19 8.94% 9.35% 8.46% 7.41% 11.96% 0.89% 2.41% 1.39% 1.71% 1.13%
2025/04/20 8.27% 9.13% 7.64% 5.73% 11.46% 0.75% 6.27% 1.03% 1.61% 1.02%
2025/04/21 8.02% 9.89% 8.74% 6.64% 7.97% 0.89% 3.4% 0.62% 1.65% 0.97%
2025/04/22 8.21% 10.87% 7.83% 7.51% 6.19% 0.95% 2.08% 0.78% 1.88% 1.07%
2025/04/23 7.78% 10.28% 7.3% 6.62% 4.98% 1.12% 2.87% 1.48% 2.19% 0.89%
2025/04/24 8.21% 11.45% 9.35% 6.99% 5.24% 1.47% 2.35% 1.1% 1.9% 1.11%
2025/04/25 9.36% 10.03% 8.48% 6.36% 5.78% 1.97% 3.05% 0.89% 1.86% 0.95%
2025/04/26 11.99% 10.05% 9.24% 6.6% 5.15% 2.03% 2% 0.82% 1.92% 1.11%
2025/04/27 15.06% 9.15% 7.93% 6.18% 6.09% 1.99% 1.94% 1.02% 1.71% 1.02%
2025/04/28 11.83% 9.59% 8.96% 6.47% 5% 2.06% 1.15% 1.05% 1.87% 0.85%
2025/04/29 13.82% 9.17% 9.05% 6.73% 4.47% 2.35% 1.94% 1.02% 1.55% 0.99%
2025/04/30 13.45% 8.65% 8.21% 5.23% 4.53% 2.11% 1.78% 1.71% 1.57% 0.8%

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April 2025 saw dynamic shifts in PPC impressions. Walmart surged mid-month, peaking at 15.06% on April 27. Amazon maintained a steady presence, while CVS fluctuated. Sephora’s early dominance waned, ending at 1.71%. By month’s end, Walmart led, followed by Amazon and CVS.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US 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
    Shop Bath & Body Works® https://www.bathandbodyworks.com

    Bath & Body Works Aromatherapy — Shop Bath & Body Works Aromatherapy Fragrances! Our Essential Oil Blends Feel Like Magic. All The Amazing, Affordable Luxury Is Right Here—Only At...

  2. 2
    Sally Beauty Supply https://www.sallybeauty.com

    Shop Sally Beauty Online — Save time and money on the personal care products you need by shopping with Sally Beauty. Discover salon quality products & brands from Sally Beauty. Free Shipping on...

  3. 3
    SEPHORA® Official Site https://www.sephora.com

    Spring Beauty Has Arrived — Explore New Beauty & Add Best-Selling Products To Your Look. Shop SEPHORA® Now! Shop Beauty's...

  4. 4
    Best Gifts For Mother's Day | Ulta Beauty Official Site https://www.ulta.com › mothers-day › gift-guide

    Free Tote With $70 Fragrance Purchase - Limited Time Only - Shop Now! Finish Your Shopping Today - Find The Perfect Gift At Ulta Beauty.

  5. 5
    Walgreens Photo https://photo.walgreens.com

    Order Today, Pickup Today — Create Custom Photo Products For The Holiday Season & Pick Up Today. Shop Walgreens Photo.

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In the world of Google PPC, Bath & Body Works entices with affordable luxury aromatherapy, while Sally Beauty offers salon-quality products with free shipping. Sephora introduces spring beauty, Ulta tempts with Mother’s Day gifts, and Walgreens Photo promises same-day custom creations.

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