A data profile of the people who buy, follow and care about mulheres in Brazil — modelled from more than twelve digital signal sources. mulheres has an estimated audience of 11,584,147 people in Brazil.
The average mulheres fan in Brazil is 39.5 years old, more female, and lives primarily in São Paulo.
The audience is concentrated in São Paulo, Minas Gerais, Bahia.
Top brand affinities include Self-awareness, Wholesale, Costume jewelry, with strongest over-indexing on Self-awareness (2.26× the country average).
Demographically, the mulheres audience skews more female with an average age of 39.5, and over-indexes on personality traits such as Price Sensitivity, Individualism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical mulheres fan in Brazil is more female, around 39.5 years old, with strong Price Sensitivity tendencies and a notable affinity for Self-awareness.
The key figures that characterise the mulheres profile in Brazil.
71.2% are female, 28.8% are male, average age 39.5.
| Metric | Value |
|---|---|
| Female | 71.2% |
| Male | 28.8% |
| Average age | 39.5 |
| Estimated audience size | 11,584,147 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 15% | |
| 20-29 | 23% | |
| 30-39 | 22% | |
| 40-49 | 20% | |
| 50+ | 19% |
of the worldwide mulheres audience comes from Brazil.
| Country | Share |
|---|---|
| Brazil | 81.6% |
| Portugal | 8.3% |
| India | 4.5% |
Where the mulheres audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Maranhão | ~500K | 1.62× | |
| 02 | Pará | ~500K | 1.38× | |
| 03 | Alagoas | ~200K | 1.35× | |
| 04 | Acre | ~50K | 1.31× | |
| 05 | Piauí | ~200K | 1.27× | |
| 06 | Pernambuco | ~600K | 1.23× | |
| 07 | Paraíba | ~300K | 1.22× | |
| 08 | Bahia | ~900K | 1.20× | |
| 09 | Sergipe | ~100K | 1.18× | |
| 10 | Rondônia | ~100K | 1.17× | |
| 11 | Tocantins | ~90K | 1.12× | |
| 12 | Amazonas | ~200K | 1.06× | |
| 13 | Ceará | ~500K | 1.04× | |
| 14 | Amapá | ~40K | 1.00× | |
| 15 | Roraima | ~30K | 0.99× | |
| 16 | Rio Grande do Norte | ~200K | 0.97× | |
| 17 | Mato Grosso | ~200K | 0.94× | |
| 18 | Goiás | ~400K | 0.92× | |
| 19 | Minas Gerais | ~1M | 0.88× | |
| 20 | Mato Grosso do Sul | ~100K | 0.85× | |
| 21 | Espírito Santo | ~200K | 0.79× | |
| 22 | Rio Grande do Sul | ~400K | 0.63× | |
| 23 | Rio de Janeiro | ~600K | 0.59× | |
| 24 | Santa Catarina | ~300K | 0.59× | |
| 25 | Paraná | ~400K | 0.58× | |
| 26 | Federal District | ~100K | 0.56× | |
| 27 | São Paulo | ~1.5M | 0.55× |
The strongest cross-interests of the mulheres audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | One-piece swimsuit | Fashion & Accessoires | 3.17× | ||
| 02 | Artificial nails | Beauty & Wellness | 3.13× | ||
| 03 | Makeup Tutorials | Beauty & Wellness | 3.11× | ||
| 04 | Nail art | Beauty & Wellness | 2.86× | ||
| 05 | Natural skin care | Beauty & Wellness | 2.58× | ||
| 06 | Nail polish | Beauty & Wellness | 2.57× | ||
| 07 | Self-confidence | Health | 2.46× | ||
| 08 | Costume jewelry | Fashion & Accessoires | 2.45× | ||
| 09 | Anti-aging cream | Beauty & Wellness | 2.39× | ||
| 10 | Self-awareness | Health | 2.26× | ||
| 11 | Bikini | Fashion & Accessoires | 2.25× | ||
| 12 | Skirt | Fashion & Accessoires | 2.23× | ||
| 13 | Child development | Business & Career | 2.15× | ||
| 14 | Skin care | Beauty & Wellness | 2.12× | ||
| 15 | Emotional intelligence | Health | 2.08× | ||
| 16 | Eyebrow | Beauty & Wellness | 2.00× | ||
| 17 | Wholesale | Fashion & Accessoires | 1.88× | ||
| 18 | Self-esteem | Health | 1.74× | ||
| 19 | Arezzo | Travel & Leisure | 1.73× | ||
| 20 | Women's clothing | Fashion & Accessoires | 1.56× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 2.13× | |
| Individualism | JOY | 1.71× | |
| Extroversion | THRILL | 1.69× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.68× | |
| Patriotism | CONSERVATISM | 0.71× | |
| Spirituality | BALANCE | 0.84× |
mulheres has an estimated audience of 11,584,147 people in Brazil, concentrated in São Paulo and Minas Gerais.
71.2% of mulheres fans are female, 28.8% are male, with an average age of 39.5 years.
mulheres fans show strongest brand affinity for Self-awareness (2.26×), Wholesale (1.88×), and Costume jewelry (2.45×) over the country average.
mulheres fans in Brazil are most concentrated in São Paulo (reach ~1.5M), Minas Gerais (reach ~1M), and Bahia (reach ~900K). These three regions account for the largest share of the active audience.
Beyond mulheres itself, the audience over-indexes on Wholesale (1.88×), Costume jewelry (2.45×), Self-confidence (2.46×), and Self-esteem (1.74×) compared to the Brazil average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Brazil who actively search for mulheres. 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 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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