Rascasse Audience Intelligence

ELF Cosmetics Target Market in United States

ELF Cosmetics has an estimated audience of 611K people in United States.

#67among Cosmetics in United States
#3597among brands in United States#376in Beauty & Wellness

The average ELF Cosmetics fan in United States is 29.5 years old, more female, and lives primarily in California.

By number of fans, ELF Cosmetics ranks #67 among the 185 objects in Cosmetics in United States — 0.4× the group median.

Its fans are 4.5 years younger than the group average of 34.0.

Women make up 91.2% of the fan base, 10.3 percentage points more than the group average.

Compared with the other 184 objects in Cosmetics, ELF Cosmetics fans stand out for their interest in Kelly Osbourne, Charli XCX and Cyndi Lauper.

Most fans live in California, New York, Texas.

Top affinities include ColourPop, tarte cosmetics, Kelly Osbourne, with strongest over-indexing on ColourPop (53.25× the country average).

Demographically, the ELF Cosmetics audience skews more female with an average age of 29.5, and over-indexes on personality traits such as Extroversion, Price Sensitivity.

The typical ELF Cosmetics fan in United States is more female, around 29.5 years old, with strong Extroversion tendencies and a notable affinity for ColourPop.

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

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
611K
in United States
Gender
91.2%♀
8.8% male
Age
29.5
average years
Country rank
#32521
among all objects in United States
Fig. 01

Search interest · 12-month trend

-30%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of ELF Cosmetics

91.2% are female, 8.8% are male, average age 29.5.

Fig. 02

Gender split

91.2%
Female
8.8%
Male
Demographic split for ELF Cosmetics audience in United States
MetricValue
Female91.2%
Male8.8%
Average age29.5
Estimated audience size611K
Fig. 03

Age distribution

Ø 29.5
average years
Age distribution of the ELF Cosmetics audience in United States
Age bracketShare%
16-2448%
25-3425%
35-4414%
45-549%
55+4%
Fig. 04

Worldwide distribution

46.8%

of the worldwide ELF Cosmetics audience comes from United States.

Worldwide audience distribution share by country for ELF Cosmetics
CountryShare
United States46.8%
Canada10.2%
United Kingdom9.9%
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

ELF Cosmetics customers by region in United States
#RegionReachAffinity×
01New York~50K1.27×
02New Jersey~20K1.27×
03West Virginia~4K1.24×
04Kentucky~10K1.16×
05California~80K1.13×
06New Mexico~4K1.13×
07Arkansas~6K1.12×
08Alabama~10K1.11×
09Oklahoma~8K1.10×
10Texas~50K1.09×
11Louisiana~9K1.08×
12Mississippi~6K1.08×
13Tennessee~10K1.07×
14Kansas~6K1.07×
15Illinois~20K1.06×
16Connecticut~7K1.06×
17Ohio~20K1.04×
18Indiana~10K1.04×
19Rhode Island~2K1.04×
20Pennsylvania~20K1.03×
21Arizona~10K1.03×
22Nevada~6K1.02×
23Nebraska~4K1.02×
24Georgia~20K1.01×
25Michigan~20K1.00×
26North Carolina~20K0.99×
27Missouri~10K0.99×
28South Carolina~10K0.99×
29Idaho~3K0.99×
30New Hampshire~2K0.99×
31Florida~40K0.98×
32Oregon~8K0.98×
33Massachusetts~10K0.97×
34Iowa~6K0.97×
35Delaware~2K0.97×
36Wisconsin~10K0.95×
37Virginia~10K0.94×
38Washington~10K0.93×
39Utah~6K0.93×
40Maine~2K0.93×
41South Dakota~1K0.93×
42Vermont~1K0.93×
43Maryland~10K0.92×
44North Dakota~1K0.92×
45Colorado~9K0.89×
46Wyoming<1K0.89×
47Minnesota~9K0.86×
48Montana~2K0.86×
49Hawaii~2K0.81×
50Alaska~1K0.78×
Fig. 06

Affinity by region

Affinity by region — ELF Cosmetics, United States
0.78×1.00×1.27×
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 ELF Cosmetics audience vs. the country average
#·InterestCategoryAffinity×
01ColourPopBeauty & Wellness53.25×
02tarte cosmeticsBeauty & Wellness13.65×
03Kelly OsbourneMusic & Radio9.65×
04Charli XCXMusic & Radio9.05×
05Bobbi BrownBeauty & Wellness8.78×
06Cyndi LauperMusic & Radio8.13×
07BB creamBeauty & Wellness7.86×
08Natural skin careBeauty & Wellness4.49×
09Eye linerBeauty & Wellness4.41×
10Eyelash extensionsBeauty & Wellness4.17×
11Artificial nailsBeauty & Wellness4.06×
12Bath and BodyworksShopping3.90×
13ManicureBeauty & Wellness3.49×
14Personal careHealth3.03×
15Do it yourself (DIY)Home & Garden2.71×
16ULTA BeautyBeauty & Wellness2.63×
17SephoraShopping2.54×
18Harry PotterMovies & TV2.26×
19SupermanMovies & TV2.01×
20CosmeticsBeauty & Wellness1.64×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the ELF Cosmetics audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the ELF Cosmetics audience vs. the country average · What stands out
TraitClusterDeviationScore
ExtroversionTHRILL1.66×
Price SensitivityPREMIUM1.60×
Luxury OrientationPREMIUM1.56×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the ELF Cosmetics audience vs. the country average · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.68×
Need for SecurityCONSERVATISM0.75×
Family OrientationCONSERVATISM0.82×
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 ELF Cosmetics 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/elf-cosmetics-10007933” · Methodology