Rascasse Audience Intelligence

Shiseido Target Market in United States

Shiseido has an estimated audience of 4.1M people in United States.

#31among Cosmetics in United States
#864among brands in United States#148in Beauty & Wellness

The average Shiseido fan in United States is 38.3 years old, more female, and lives primarily in California.

By number of fans, Shiseido ranks #31 among the 185 objects in Cosmetics in United States — 2.4× the group median.

Its fans are 4.4 years older than the group average of 33.9.

Women make up 79.9% of the fan base, 1.1 percentage points fewer than the group average.

Compared with the other 184 objects in Cosmetics, Shiseido fans stand out for their interest in Innisfree (cosmetics brand), Charles & Keith and Aquaphor.

Most fans live in California, New York, Texas.

Top affinities include Innisfree (cosmetics brand), Charles & Keith, Aquaphor, with strongest over-indexing on Innisfree (cosmetics brand) (18.74× the country average).

Demographically, the Shiseido audience skews more female with an average age of 38.3, and over-indexes on personality traits such as Indulgence, Quality Awareness.

The typical Shiseido fan in United States is more female, around 38.3 years old, with strong Indulgence tendencies and a notable affinity for Innisfree (cosmetics brand).

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

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
4.1M
in United States
Gender
79.9%♀
20.1% male
Age
38.3
average years
Country rank
#7814
among all objects in United States
Fig. 01

Search interest · 12-month trend

-9%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Shiseido

79.9% are female, 20.1% are male, average age 38.3.

Fig. 02

Gender split

79.9%
Female
20.1%
Male
Demographic split for Shiseido audience in United States
MetricValue
Female79.9%
Male20.1%
Average age38.3
Estimated audience size4.1M
Fig. 03

Age distribution

Ø 38.3
average years
Age distribution of the Shiseido audience in United States
Age bracketShare%
16-2424%
25-3420%
35-4419%
45-5421%
55+16%
Fig. 04

Worldwide distribution

14.8%

of the worldwide Shiseido audience comes from United States.

Worldwide audience distribution share by country for Shiseido
CountryShare
Japan36.6%
United States14.8%
Italy6.2%
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

Shiseido customers by region in United States
#RegionReachAffinity×
01Hawaii~60K3.23×
02California~1.5M2.86×
03New Jersey~300K2.31×
04New York~500K2.19×
05Washington~200K1.76×
06Massachusetts~100K1.63×
07Nevada~60K1.52×
08Washington, District of Columbia~10K1.34×
09Texas~400K1.32×
10Maryland~100K1.31×
11Virginia~100K1.27×
12Florida~300K1.23×
13Illinois~200K1.22×
14Oregon~60K1.22×
15Connecticut~50K1.22×
16Arizona~100K1.08×
17Georgia~100K0.99×
18Minnesota~70K0.97×
19Rhode Island~10K0.95×
20Colorado~70K0.94×
21Alaska~8K0.94×
22Pennsylvania~100K0.93×
23New Hampshire~10K0.93×
24New Mexico~20K0.85×
25Delaware~10K0.85×
26North Carolina~100K0.84×
27Ohio~100K0.82×
28Oklahoma~40K0.81×
29Utah~30K0.81×
30Michigan~90K0.74×
31Vermont~6K0.74×
32Kansas~30K0.73×
33Tennessee~60K0.72×
34Indiana~60K0.71×
35Louisiana~40K0.68×
36Nebraska~20K0.68×
37Idaho~20K0.68×
38North Dakota~7K0.68×
39South Carolina~40K0.67×
40Missouri~50K0.66×
41Wisconsin~50K0.65×
42Arkansas~20K0.65×
43Maine~10K0.65×
44South Dakota~7K0.65×
45Montana~8K0.64×
46Kentucky~30K0.62×
47Iowa~20K0.61×
48West Virginia~10K0.60×
49Alabama~40K0.59×
50Mississippi~20K0.54×
Fig. 06

Affinity by region

Affinity by region — Shiseido, United States
0.54×1.00×3.23×
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 Shiseido audience vs. the country average
#·InterestCategoryAffinity×
01Innisfree (cosmetics brand)Beauty & Wellness18.74×
02Charles & KeithFashion & Accessoires16.62×
03AquaphorBeauty & Wellness16.04×
04AvèneBeauty & Wellness15.94×
05Pond'sBeauty & Wellness14.57×
06GuerlainBeauty & Wellness14.50×
07BiodermaBeauty & Wellness14.48×
08ClarinsBeauty & Wellness13.56×
09LaneigeBeauty & Wellness11.76×
10La Roche-PosayBeauty & Wellness9.72×
11Bobbi BrownBeauty & Wellness9.03×
12CC creamBeauty & Wellness8.57×
13BB creamBeauty & Wellness8.05×
14Kiehl'sBeauty & Wellness6.90×
15Foundation (cosmetics)Beauty & Wellness5.77×
16Anti-aging creamBeauty & Wellness4.01×
17ULTA BeautyBeauty & Wellness2.86×
18CleverMusic & Radio2.43×
19SephoraShopping2.43×
20Macy'sShopping2.09×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Shiseido audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Shiseido audience vs. the country average · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.20×
Quality AwarenessPREMIUM1.14×
Luxury OrientationPREMIUM1.08×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Shiseido audience vs. the country average · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.40×
Risk AppetiteTHRILL0.58×
MindfulnessBALANCE0.65×
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 Shiseido 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/shiseido-11159” · Methodology