Rascasse Audience Intelligence

ULTA Beauty Target Market in United States

ULTA Beauty has an estimated audience of 36.5M people in United States.

#2among Cosmetics in United States
#73among brands in United States#12in Beauty & Wellness

The average ULTA Beauty fan in United States is 36.6 years old, more female, and lives primarily in California.

By number of fans, ULTA Beauty ranks #2 among the 185 objects in Cosmetics in United States — 21.3× the group median.

Its fans are 2.6 years older than the group average of 34.0.

Women make up 83.9% of the fan base, 2.9 percentage points more than the group average.

Compared with the other 184 objects in Cosmetics, ULTA Beauty fans stand out for their interest in DeviantArt, Fashion Nova and Burlington.

Most fans live in California, Texas, Florida.

Top affinities include Foundation (cosmetics), DeviantArt, Eyelash extensions, with strongest over-indexing on Foundation (cosmetics) (5.29× the country average).

Demographically, the ULTA Beauty audience skews more female with an average age of 36.6, and over-indexes on personality traits such as Design Affinity, Early Adopter Mentality.

The typical ULTA Beauty fan in United States is more female, around 36.6 years old, with strong Design Affinity tendencies and a notable affinity for Foundation (cosmetics).

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

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
36.5M
in United States
Gender
83.9%♀
16.1% male
Age
36.6
average years
Country rank
#652
among all objects in United States
Fig. 01

Search interest · 12-month trend

+11%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of ULTA Beauty

83.9% are female, 16.1% are male, average age 36.6.

Fig. 02

Gender split

83.9%
Female
16.1%
Male
Demographic split for ULTA Beauty audience in United States
MetricValue
Female83.9%
Male16.1%
Average age36.6
Estimated audience size36.5M
Fig. 03

Age distribution

Ø 36.6
average years
Age distribution of the ULTA Beauty audience in United States
Age bracketShare%
16-2427%
25-3422%
35-4418%
45-5418%
55+14%
Fig. 04

Worldwide distribution

86.1%

of the worldwide ULTA Beauty audience comes from United States.

Worldwide audience distribution share by country for ULTA Beauty
CountryShare
United States86.1%
Canada2.5%
Brazil1.3%
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

ULTA Beauty customers by region in United States
#RegionReachAffinity×
01Texas~3.5M1.50×
02Florida~3M1.38×
03Illinois~2M1.35×
04California~5.5M1.33×
05New Jersey~1.5M1.31×
06Nevada~400K1.23×
07Georgia~1.5M1.19×
08Arizona~1M1.19×
09Washington~1M1.18×
10South Carolina~700K1.17×
11Maryland~800K1.16×
12Colorado~700K1.15×
13North Carolina~1.5M1.14×
14Kansas~400K1.12×
15Tennessee~900K1.11×
16Oregon~500K1.11×
17Connecticut~400K1.11×
18Utah~400K1.11×
19New York~2.5M1.10×
20Virginia~1M1.10×
21Oklahoma~500K1.09×
22New Mexico~300K1.09×
23Alabama~600K1.06×
24Michigan~1M1.04×
25Minnesota~600K1.02×
26Louisiana~500K1.02×
27Mississippi~300K1.01×
28Missouri~700K0.99×
29Idaho~200K0.99×
30Arkansas~300K0.95×
31Massachusetts~700K0.93×
32Montana~100K0.93×
33Delaware~100K0.93×
34Pennsylvania~1.5M0.92×
35Ohio~1M0.92×
36Indiana~700K0.92×
37Hawaii~100K0.89×
38Rhode Island~100K0.89×
39Wisconsin~600K0.87×
40Nebraska~200K0.84×
41Kentucky~400K0.83×
42North Dakota~70K0.83×
43Iowa~300K0.78×
44West Virginia~100K0.75×
45New Hampshire~100K0.75×
46South Dakota~70K0.75×
47Wyoming~40K0.71×
48Alaska~50K0.67×
49Vermont~50K0.67×
50Maine~90K0.60×
Fig. 06

Affinity by region

Affinity by region — ULTA Beauty, United States
0.60×1.00×1.50×
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 ULTA Beauty audience vs. the country average
#·InterestCategoryAffinity×
01Foundation (cosmetics)Beauty & Wellness5.29×
02DeviantArtInternet & Social Media4.13×
03Eyelash extensionsBeauty & Wellness3.96×
04Natural skin careBeauty & Wellness3.72×
05Fashion NovaShopping3.39×
06BurlingtonFashion & Accessoires3.18×
07Hair ExtensionsBeauty & Wellness3.18×
08Macy'sShopping3.01×
09MarshallsFashion & Accessoires2.98×
10Nordstrom RackFashion & Accessoires2.84×
11SephoraShopping2.80×
12NordstromShopping2.42×
13Beauty salonsBeauty & Wellness2.30×
14CultureLiterature2.03×
15Hair productsBeauty & Wellness1.99×
16ShoesFashion & Accessoires1.97×
17Food and drinkFood & Beverages1.70×
18CosmeticsBeauty & Wellness1.66×
19BeveragesFood & Beverages1.53×
20FamilyKids & Family1.51×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the ULTA Beauty audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the ULTA Beauty audience vs. the country average · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.55×
Early Adopter MentalityPOWER1.49×
IndulgenceJOY1.43×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the ULTA Beauty audience vs. the country average · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.51×
Need for SecurityCONSERVATISM0.65×
Risk AppetiteTHRILL0.78×
0×1.00× baseline2×
Appendix

Explore more audiences

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in ULTA Beauty 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/ulta-beauty-5982” · Methodology