A data profile of the people who buy, follow and care about Personal care in Australia — modelled from more than twelve digital signal sources. Personal care has an estimated audience of 4,755,680 people in Australia.
The average Personal care fan in Australia is 42.9 years old, more female, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Victoria, Queensland.
Top brand affinities include Kookai, Skin care, Princess Polly, with strongest over-indexing on Kookai (3.12× the country average).
Demographically, the Personal care audience skews more female with an average age of 42.9, and over-indexes on personality traits such as Mindfulness, Design Affinity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Personal care fan in Australia is more female, around 42.9 years old, with strong Mindfulness tendencies and a notable affinity for Kookai.
The key figures that characterise the Personal care profile in Australia.
68.7% are female, 31.3% are male, average age 42.9.
| Metric | Value |
|---|---|
| Female | 68.7% |
| Male | 31.3% |
| Average age | 42.9 |
| Estimated audience size | 4,755,680 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 18% | |
| 30-39 | 19% | |
| 40-49 | 21% | |
| 50+ | 30% |
of the worldwide Personal care audience comes from Australia.
| Country | Share |
|---|---|
| United States | 14.9% |
| Brazil | 6.8% |
| Italy | 5.5% |
Where the Personal care audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Northern Territory | ~50K | 1.09× | |
| 02 | Queensland | ~1M | 1.08× | |
| 03 | South Australia | ~400K | 1.07× | |
| 04 | Tasmania | ~100K | 0.99× | |
| 05 | Australian Capital Territory | ~90K | 0.93× | |
| 06 | Western Australia | ~500K | 0.92× | |
| 07 | New South Wales | ~1.5M | 0.91× | |
| 08 | Victoria | ~1M | 0.85× |
The strongest cross-interests of the Personal care audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Kookai | Fashion & Accessoires | 3.12× | ||
| 02 | Bec and Bridge | Fashion & Accessoires | 3.00× | ||
| 03 | Makeup Tutorials | Beauty & Wellness | 2.98× | ||
| 04 | Princess Polly | Fashion & Accessoires | 2.93× | ||
| 05 | Anti-aging cream | Beauty & Wellness | 2.92× | ||
| 06 | Zimmermann | Home & Garden | 2.80× | ||
| 07 | Natural skin care | Beauty & Wellness | 2.66× | ||
| 08 | Sephora | Shopping | 2.54× | ||
| 09 | Facial | Beauty & Wellness | 2.38× | ||
| 10 | Skin care | Beauty & Wellness | 2.30× | ||
| 11 | Self-awareness | Health | 2.16× | ||
| 12 | Self care | Health | 2.01× | ||
| 13 | Natural product | Food & Beverages | 1.96× | ||
| 14 | Hair care | Beauty & Wellness | 1.91× | ||
| 15 | Boho-chic | Fashion & Accessoires | 1.86× | ||
| 16 | Country Road | Fashion & Accessoires | 1.82× | ||
| 17 | Well-being | Health | 1.72× | ||
| 18 | Dresses | Fashion & Accessoires | 1.55× | ||
| 19 | Beauty salons | Beauty & Wellness | 1.52× | ||
| 20 | Women's clothing | Fashion & Accessoires | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 1.47× | |
| Design Affinity | PREMIUM | 1.44× | |
| Quality Awareness | PREMIUM | 1.41× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.52× | |
| Need for Security | CONSERVATISM | 0.69× | |
| Risk Appetite | THRILL | 0.76× |
Personal care has an estimated audience of 4,755,680 people in Australia, concentrated in New South Wales and Victoria.
68.7% of Personal care fans are female, 31.3% are male, with an average age of 42.9 years.
Personal care fans show strongest brand affinity for Kookai (3.12×), Skin care (2.3×), and Princess Polly (2.93×) over the country average.
Personal care fans in Australia are most concentrated in New South Wales (reach ~1.5M), Victoria (reach ~1M), and Queensland (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Personal care itself, the audience over-indexes on Skin care (2.3×), Princess Polly (2.93×), Anti-aging cream (2.92×), and Zimmermann (2.8×) compared to the Australia average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Personal care. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Australia. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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