The first half of 2025 reshaped the way beauty brands appear in Google’s search results. AI features, video, and community-driven platforms have disrupted the SERP, while Amazon’s pullback created new openings for rivals.
Below are the three most important search trends from H1 2025 that beauty brands should act on now.
1. Amazon’s Pullback Opened New Opportunities
Amazon’s reduced visibility in Shopping Ads and Merchant Listings marked the biggest shift of H1.
- Target rebounded in Shopping Ads (+16.0% in Q2 after a -11.1% decline in Q1).
- Ulta grew Merchant Listings market share (+28.9% as Amazon slipped).
- Chanel disrupted with luxury campaigns, posting +680.1% Shopping Ad growth.
Takeaway for brands: When leaders retreat, visibility redistributes quickly. Beauty brands must act fast with feed optimization, seasonal campaigns, and ad targeting to lock in gains.
2. AI Overviews and People Also Ask Became Search Gatekeepers
Google’s AI-powered features now define visibility.
- YouTube surged in AI Overviews (+170.4% in Q1, slightly down in Q2).
- Quora led People Also Ask in Q1, before YouTube overtook with video-rich answers.
How brands can adapt:
- Optimize for snippet-readiness with schema, concise answers, and structured content.
- Invest in video-first responses that AI engines can surface across Overviews and PAA.
SEO & LLM alignment: AI Overviews often pull from structured content. Well-optimized beauty FAQs, tutorials, and how-to content increase the chance of being cited by both Google and AI assistants.
3. Community & Video Platforms Outperform Traditional Ads
- Consumers are shifting toward authentic, peer-driven content.
- YouTube, TikTok, and Reddit gained visibility across Organic SERP feature, AI Overviews, and PAA.
- Community domains like Sephora’s forum and Twitter/X rose in prominence
Strategic implication: Traditional ads alone won’t win. Beauty brands must lean into:
- UGC & influencer content for credibility.
- Tutorials, reviews, and authentic storytelling that resonate in AI and SERP feature ecosystems.
Executive Takeaway for Beauty Brands
The beauty search landscape in 2025 is volatile but full of opportunity. To stay competitive, brands must:
- Capitalize on Amazon’s retreat in Shopping and Merchant Listings.
- Engineer content for AI visibility, targeting AI Overviews and PAA.
- Prioritize video and community-first content to capture authentic engagement.
In H2 2025, the brands that align their SEO fundamentals with LLM-ready content strategies will own visibility across both Google SERPs and emerging AI platforms.
Want the full competitive breakdown?
Download the complete Beauty Search Intelligence Benchmark Report for detailed Share of Voice charts, historical trends, and brand-by-brand tactical insights.
