Rascasse Audience Intelligence

Burt's Bees Target Market in United States

Burt's Bees has an estimated audience of 318K people in United States.

#80among Cosmetics in United States
#5192among brands in United States#486in Beauty & Wellness

The average Burt's Bees fan in United States is 38.7 years old, more female, and lives primarily in California.

By number of fans, Burt's Bees ranks #82 among the 185 objects in Cosmetics in United States — 0.2× the group median.

Its fans are 4.7 years older than the group average of 34.0.

Women make up 88.5% of the fan base, 7.5 percentage points more than the group average.

Compared with the other 184 objects in Cosmetics, Burt's Bees fans stand out for their interest in Ageing, Macy's and Walgreens.

Interest is seasonal: October, November and December account for 38% of the year's searches, June is the quietest month.

Most fans live in California, New York, North Carolina.

Top affinities include ULTA Beauty, Ageing, Macy's, with strongest over-indexing on ULTA Beauty (3.28× the country average).

Demographically, the Burt's Bees audience skews more female with an average age of 38.7, and over-indexes on personality traits such as Quality Awareness, Convenience Orientation.

The typical Burt's Bees fan in United States is more female, around 38.7 years old, with strong Quality Awareness tendencies and a notable affinity for ULTA Beauty.

Category: Beauty & Wellness · Type: Brand · Subtype: Cosmetics

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
318K
in United States
Gender
88.5%♀
11.5% male
Age
38.7
average years
Country rank
#47129
among all objects in United States
Fig. 01

Search interest · 12-month trend

+10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Burt's Bees

88.5% are female, 11.5% are male, average age 38.7.

Fig. 02

Gender split

88.5%
Female
11.5%
Male
Demographic split for Burt's Bees audience in United States
MetricValue
Female88.5%
Male11.5%
Average age38.7
Estimated audience size318K
Fig. 03

Age distribution

Ø 38.7
average years
Age distribution of the Burt's Bees audience in United States
Age bracketShare%
16-2420%
25-3424%
35-4421%
45-5417%
55+18%
Fig. 04

Worldwide distribution

62.4%

of the worldwide Burt's Bees audience comes from United States.

Worldwide audience distribution share by country for Burt's Bees
CountryShare
United States62.4%
United Kingdom8.2%
Canada7.4%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

Burt's Bees customers by region in United States
#RegionReachAffinity×
01Maine~2K1.80×
02Vermont~1K1.72×
03New Hampshire~2K1.64×
04North Carolina~10K1.42×
05Massachusetts~9K1.28×
06Connecticut~4K1.27×
07Wisconsin~7K1.25×
08Montana~1K1.22×
09Pennsylvania~10K1.19×
10Idaho~2K1.19×
11Minnesota~6K1.18×
12Rhode Island~1K1.16×
13North Dakota<1K1.12×
14New Jersey~10K1.11×
15Michigan~10K1.10×
16New York~20K1.05×
17Utah~3K1.05×
18Oregon~4K1.04×
19Washington~8K1.03×
20Iowa~3K1.03×
21South Dakota<1K1.01×
22Ohio~10K1.00×
23Colorado~5K1.00×
24Illinois~10K0.99×
25Indiana~6K0.97×
26Nebraska~2K0.97×
27Alaska<1K0.96×
28Wyoming<1K0.96×
29Virginia~8K0.95×
30West Virginia~2K0.95×
31Tennessee~6K0.92×
32Kentucky~4K0.92×
33South Carolina~5K0.90×
34Kansas~3K0.90×
35Delaware<1K0.90×
36Maryland~5K0.88×
37Missouri~5K0.88×
38California~30K0.82×
39Arkansas~2K0.79×
40New Mexico~2K0.78×
41Georgia~8K0.77×
42Alabama~4K0.77×
43Oklahoma~3K0.75×
44Arizona~5K0.73×
45Nevada~2K0.69×
46Hawaii<1K0.69×
47Texas~10K0.68×
48Florida~10K0.66×
49Mississippi~2K0.66×
50Louisiana~3K0.64×
Fig. 06

Affinity by region

Affinity by region — Burt's Bees, United States
0.64×1.00×1.80×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Burt's Bees audience vs. the country average
#·InterestCategoryAffinity×
01ULTA BeautyBeauty & Wellness3.28×
02AgeingBeauty & Wellness3.18×
03Macy'sShopping2.86×
04WalgreensShopping2.78×
05CVS PharmacyShopping2.78×
06MarshallsFashion & Accessoires2.47×
07Skin careBeauty & Wellness2.42×
08Dollar GeneralShopping2.38×
09GodPolitics & Society2.32×
10NordstromShopping2.31×
11AldiShopping2.27×
12Hobby LobbyHome & Garden2.24×
13Dollar TreeShopping2.18×
14ChristmasKids & Family2.13×
15Sam's ClubShopping2.07×
16InfantKids & Family1.95×
17Online shoppingShopping1.75×
18BeautyBeauty & Wellness1.75×
19FoodFood & Beverages1.65×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Burt's Bees audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Burt's Bees audience vs. the country average · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM2.13×
Convenience OrientationPREMIUM1.63×
Price SensitivityPREMIUM1.59×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Burt's Bees audience vs. the country average · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM1.00×
Luxury OrientationPREMIUM1.03×
Early Adopter MentalityPOWER1.08×
0×1.00× baseline2×
Appendix

Explore more audiences

More Cosmetics audiences in United States

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Burt's Bees over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/us/burts-bees-9002” · Methodology