Rascasse Audience Intelligence

Mascara Audience in Brazil

A data profile of the people who buy, follow and care about Mascara in Brazil — modelled from more than twelve digital signal sources. Mascara has an estimated audience of 6,072,934 people in Brazil.

#5among Cosmetics in Brazil#724among Topic in Brazil#29in Beauty & Wellness

The average Mascara fan in Brazil is 38.2 years old, more female, and lives primarily in São Paulo.

The audience is concentrated in São Paulo, Minas Gerais, Bahia.

Top brand affinities include Makeup Tutorials, Manicure, Lip gloss, with strongest over-indexing on Makeup Tutorials (3.13× the country average).

Demographically, the Mascara audience skews more female with an average age of 38.2, and over-indexes on personality traits such as Design Affinity, Luxury Orientation.

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

The typical Mascara fan in Brazil is more female, around 38.2 years old, with strong Design Affinity tendencies and a notable affinity for Makeup Tutorials.

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

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 Mascara profile in Brazil.

Audience size
6.1M
in Brazil
Gender
84.6%♀
15.4% male
Age
38.2
average years
Country rank
#1070
Topic in Brazil
Fig. 01

Search interest · 12-month trend

-21%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Mascara fans

84.6% are female, 15.4% are male, average age 38.2.

Fig. 02

Gender split

84.6%
Female
15.4%
Male
Demographic split for Mascara audience in Brazil
MetricValue
Female84.6%
Male15.4%
Average age38.2
Estimated audience size6,072,934
Fig. 03

Age distribution

Ø 38.2
average years
Age distribution of the Mascara audience in Brazil
Age bracketShare%
16-1918%
20-2924%
30-3922%
40-4919%
50+17%
Fig. 04

Worldwide distribution

5.5%

of the worldwide Mascara audience comes from Brazil.

Worldwide audience distribution share by country for Mascara
CountryShare
Japan17.5%
United States14.2%
Brazil5.5%
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 Mascara audience in Brazil is strongest.

Fig. 05

Top regions by affinity

Mascara fans by region: top regions in Brazil
#RegionReachAffinity×
01Alagoas~100K1.15×
02Pernambuco~300K1.12×
03Bahia~400K1.09×
04Maranhão~200K1.09×
05Ceará~300K1.07×
06Acre~20K1.07×
07Paraíba~100K1.06×
08Sergipe~70K1.05×
09Amapá~20K1.05×
10Tocantins~40K1.04×
11Roraima~20K1.04×
12Goiás~200K1.02×
13Piauí~90K1.01×
14Amazonas~100K1.00×
15Rondônia~50K1.00×
16Rio Grande do Sul~400K0.99×
17Mato Grosso do Sul~90K0.99×
18Minas Gerais~600K0.98×
19Rio Grande do Norte~100K0.97×
20Santa Catarina~300K0.96×
21Paraná~300K0.94×
22Pará~200K0.94×
23Federal District~90K0.91×
24São Paulo~1.5M0.90×
25Mato Grosso~100K0.88×
26Espírito Santo~100K0.85×
27Rio de Janeiro~400K0.76×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Mascara audience
#·InterestCategoryAffinity×
01Health And BeautyBeauty & Wellness3.36×
02Makeup TutorialsBeauty & Wellness3.13×
03Foundation (cosmetics)Beauty & Wellness3.13×
04Bad BunnyMusic & Radio3.11×
05Lip glossBeauty & Wellness3.10×
06Eye linerBeauty & Wellness2.98×
07Artificial nailsBeauty & Wellness2.89×
08Eye shadowBeauty & Wellness2.84×
09ManicureBeauty & Wellness2.74×
10LipBeauty & Wellness2.60×
11Anti-aging creamBeauty & Wellness2.33×
12ShampooBeauty & Wellness2.20×
13RiachueloShopping1.93×
14SunTravel & Leisure1.73×
15ArezzoTravel & Leisure1.72×
16TrousersFashion & Accessoires1.71×
17CandyFood & Beverages1.67×
18Men's clothingFashion & Accessoires1.64×
19Women's clothingFashion & Accessoires1.60×
20ConfectioneryFood & Beverages1.58×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Mascara 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 Mascara audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.25×
Luxury OrientationPREMIUM1.14×
Pet OwnershipJOY1.12×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Mascara audience · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.53×
Need for SecurityCONSERVATISM0.54×
SpiritualityBALANCE0.66×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Mascara have in Brazil?

Mascara has an estimated audience of 6,072,934 people in Brazil, concentrated in São Paulo and Minas Gerais.

02

What is the gender split and age of Mascara fans?

84.6% of Mascara fans are female, 15.4% are male, with an average age of 38.2 years.

03

Which brands do Mascara fans like most?

Mascara fans show strongest brand affinity for Makeup Tutorials (3.13×), Manicure (2.74×), and Lip gloss (3.1×) over the country average.

04

Where do Mascara fans live in Brazil?

Mascara fans in Brazil are most concentrated in São Paulo (reach ~1.5M), Minas Gerais (reach ~600K), and Bahia (reach ~400K). These three regions account for the largest share of the active audience.

05

What other brands do Mascara fans also like?

Beyond Mascara itself, the audience over-indexes on Manicure (2.74×), Lip gloss (3.1×), Women's clothing (1.6×), and Eye liner (2.98×) compared to the Brazil average.

Appendix

Explore more audiences

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

More Cosmetics audiences in Brazil

See Mascara audiences in other countries

How to read this data

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