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In the second quarter of 2024, boots.com was the leading beauty website in the United Kingdom (UK). Its share of voice reached roughly 7.75 percent, followed by amazon.co.uk and superdrug.com, with a 6.43 and 3.33 percent share of voice, respectively.

The world’s number-one beauty destination

Amazon is the most popular beauty website both in the United Kingdom and internationally. In 2022, nearly a fifth of global shoppers purchased beauty products on the platform. Make-up and hair care products are the most purchased beauty and personal care products on the marketplace. Around a quarter of all best-selling articles are in these two product categories. On the marketplace, third-party (3P) beauty sales outdo those of first-party (1P) ones. However, in 2022, 1P sales grew by 23 percent, compared to 14 percent for 3P sales.

Amazon Prime Day sees strong sales for beauty items

In 2022, around half of shoppers from the United Kingdom (UK) considered purchasing skincare, make-up, and hair care products from Amazon. That year, make-up and skincare were the second-most popular product category on Amazon Prime Day. About a quarter of UK shoppers considered buying beauty products on Amazon Prime Day.

Leading beauty websites in the United Kingdom (UK) in the 2nd quarter 2024, by share of voice

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Release date

2024

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Region

United Kingdom

Survey time period

Q2 2024

Supplementary notes

Beauty categories include: eyes, face, general, accessories and gifts, lips, nails across 3,910 search terms.

* Share of Voice (SoV) refers to the search visibility of a player, as a percentage of the entire market online. This 'Market' refers to thousands of the most relevant and valuable sector-specific search terms, and the thousands of players returning for each one of those individual terms. The result is a huge sub-set of search visibility and competitor / brand performance insight. According to the source, SoV was determined by analyzing thousands of the most commercially valuable, category-specific search terms in Google UK.

The date of release is the date of access.

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