Rascasse Audience Intelligence

Facial Audience in Brazil

A data profile of the people who buy, follow and care about Facial in Brazil — modelled from more than twelve digital signal sources. Facial has an estimated audience of 6,157,934 people in Brazil.

#1among Treatment in Brazil#711among Topic in Brazil#28in Beauty & Wellness

The average Facial fan in Brazil is 43.5 years old, more female, and lives primarily in São Paulo.

The audience is concentrated in São Paulo, Minas Gerais, Rio de Janeiro.

Top brand affinities include Spas, Natural skin care, Cosmetics, with strongest over-indexing on Spas (2.49× the country average).

Demographically, the Facial audience skews more female with an average age of 43.5, and over-indexes on personality traits such as Creativity, Price Sensitivity.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.

The typical Facial fan in Brazil is more female, around 43.5 years old, with strong Creativity tendencies and a notable affinity for Spas.

Category: Beauty & Wellness · Type: Topic · Subtype: Treatment

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Facial profile in Brazil.

Audience size
6.2M
in Brazil
Gender
84.2%♀
15.8% male
Age
43.5
average years
Country rank
#1049
Topic in Brazil
Fig. 01

Search interest · 12-month trend

+26%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Facial fans

84.2% are female, 15.8% are male, average age 43.5.

Fig. 02

Gender split

84.2%
Female
15.8%
Male
Demographic split for Facial audience in Brazil
MetricValue
Female84.2%
Male15.8%
Average age43.5
Estimated audience size6,157,934
Fig. 03

Age distribution

Ø 43.5
average years
Age distribution of the Facial audience in Brazil
Age bracketShare%
16-199%
20-2918%
30-3921%
40-4924%
50+28%
Fig. 04

Worldwide distribution

4.4%

of the worldwide Facial audience comes from Brazil.

Worldwide audience distribution share by country for Facial
CountryShare
United States18.5%
Japan6.1%
United Kingdom4.6%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Brazil average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Facial audience in Brazil is strongest.

Fig. 05

Top regions by affinity

Facial fans by region: top regions in Brazil
#RegionReachAffinity×
01Maranhão~300K1.86×
02Ceará~400K1.53×
03Alagoas~100K1.32×
04Paraíba~100K1.08×
05Pernambuco~300K1.06×
06Bahia~400K1.02×
07Roraima~20K1.02×
08Pará~200K1.00×
09Amazonas~100K1.00×
10Rio Grande do Sul~400K0.99×
11Piauí~80K0.99×
12Mato Grosso~100K0.98×
13Sergipe~60K0.98×
14Amapá~20K0.97×
15Rondônia~50K0.95×
16Tocantins~40K0.95×
17Acre~20K0.95×
18Rio Grande do Norte~90K0.92×
19Goiás~200K0.91×
20Paraná~300K0.90×
21Espírito Santo~100K0.88×
22Mato Grosso do Sul~80K0.87×
23Rio de Janeiro~500K0.86×
24Federal District~90K0.84×
25Minas Gerais~500K0.81×
26Santa Catarina~200K0.81×
27São Paulo~1.5M0.79×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Facial audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Facial audience
#·InterestCategoryAffinity×
01Natural skin careBeauty & Wellness3.61×
02SpasBeauty & Wellness2.49×
03Skin careBeauty & Wellness2.45×
04SkinBeauty & Wellness2.38×
05Hair careBeauty & Wellness2.34×
06HandbagsFashion & Accessoires2.13×
07Hair productsBeauty & Wellness2.09×
08Beauty salonsBeauty & Wellness2.06×
09DressesFashion & Accessoires2.00×
10Self-esteemHealth1.85×
11FragrancesBeauty & Wellness1.75×
12CosmeticsBeauty & Wellness1.73×
13MedicineBusiness & Career1.72×
14JewelryFashion & Accessoires1.71×
15MotherhoodKids & Family1.67×
16Shopping mallsShopping1.66×
17FurnitureHome & Garden1.65×
18BarbieMovies & TV1.64×
19Quality of lifeHealth1.55×
20FamilyKids & Family1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Facial audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Facial audience · What stands out
TraitClusterDeviationScore
CreativityOPEN1.52×
Price SensitivityPREMIUM1.27×
Quality AwarenessPREMIUM1.27×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Facial audience · Rather not
TraitClusterDeviationScore
IndividualismJOY0.70×
SpiritualityBALANCE0.76×
Convenience OrientationPREMIUM0.80×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Facial have in Brazil?

Facial has an estimated audience of 6,157,934 people in Brazil, concentrated in São Paulo and Minas Gerais.

02

What is the gender split and age of Facial fans?

84.2% of Facial fans are female, 15.8% are male, with an average age of 43.5 years.

03

Which brands do Facial fans like most?

Facial fans show strongest brand affinity for Spas (2.49×), Natural skin care (3.61×), and Cosmetics (1.73×) over the country average.

04

Where do Facial fans live in Brazil?

Facial fans in Brazil are most concentrated in São Paulo (reach ~1.5M), Minas Gerais (reach ~500K), and Rio de Janeiro (reach ~500K). These three regions account for the largest share of the active audience.

05

What other brands do Facial fans also like?

Beyond Facial itself, the audience over-indexes on Natural skin care (3.61×), Cosmetics (1.73×), Beauty salons (2.06×), and Hair products (2.09×) compared to the Brazil average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Treatment audiences in Brazil

See Facial audiences in other countries

How to read this data

Audience size is the estimated number of people in Brazil who actively search for Facial. 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.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across Brazil. 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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