Rascasse Audience Intelligence

Sephora Target Market in Brazil

A data profile of the people who buy, follow and care about Sephora in Brazil — modelled from more than twelve digital signal sources. Sephora has an estimated audience of 9,173,785 people in Brazil.

#1among Drugstore in Brazil#48among Brand in Brazil#31in Shopping

The average Sephora fan in Brazil is 39.3 years old, more female, and lives primarily in São Paulo.

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

Top brand affinities include Makeup Tutorials, Makeup brush, Makeup Lessons, with strongest over-indexing on Makeup Tutorials (4.14× the country average).

Demographically, the Sephora audience skews more female with an average age of 39.3, and over-indexes on personality traits such as Extroversion, Creativity.

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

The typical Sephora fan in Brazil is more female, around 39.3 years old, with strong Extroversion tendencies and a notable affinity for Makeup Tutorials.

Category: Shopping · Type: Brand · Subtype: Drugstore

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 Sephora profile in Brazil.

Audience size
9.2M
in Brazil
Gender
87.5%♀
12.5% male
Age
39.3
average years
Country rank
#628
Brand in Brazil
Fig. 01

Search interest · 12-month trend

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

Customer demographics of Sephora

87.5% are female, 12.5% are male, average age 39.3.

Fig. 02

Gender split

87.5%
Female
12.5%
Male
Demographic split for Sephora audience in Brazil
MetricValue
Female87.5%
Male12.5%
Average age39.3
Estimated audience size9,173,785
Fig. 03

Age distribution

Ø 39.3
average years
Age distribution of the Sephora audience in Brazil
Age bracketShare%
16-1916%
20-2922%
30-3921%
40-4921%
50+18%
Fig. 04

Worldwide distribution

5.6%

of the worldwide Sephora audience comes from Brazil.

Worldwide audience distribution share by country for Sephora
CountryShare
United States32.5%
France6.1%
Italy6.0%
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 Sephora audience in Brazil is strongest.

Fig. 05

Top regions by affinity

Sephora customers by region in Brazil
#RegionReachAffinity×
01Federal District~300K1.73×
02São Paulo~4M1.61×
03Rio de Janeiro~1M1.43×
04Santa Catarina~600K1.33×
05Alagoas~200K1.21×
06Paraná~700K1.20×
07Mato Grosso do Sul~200K1.18×
08Goiás~400K1.14×
09Minas Gerais~1M1.13×
10Pernambuco~500K1.12×
11Rio Grande do Sul~600K1.05×
12Espírito Santo~200K0.98×
13Bahia~500K0.90×
14Sergipe~90K0.89×
15Paraíba~200K0.87×
16Rio Grande do Norte~100K0.87×
17Mato Grosso~100K0.86×
18Acre~30K0.84×
19Ceará~300K0.83×
20Tocantins~50K0.83×
21Piauí~100K0.78×
22Pará~200K0.77×
23Rondônia~60K0.77×
24Roraima~20K0.77×
25Amapá~20K0.71×
26Maranhão~200K0.65×
27Amazonas~100K0.64×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Sephora audience
#·InterestCategoryAffinity×
01Makeup LessonsBeauty & Wellness5.88×
02Makeup &hairBeauty & Wellness5.06×
03Makeup brushBeauty & Wellness4.84×
04Beauty MakeupBeauty & Wellness4.38×
05Makeup TutorialsBeauty & Wellness4.14×
06Foundation (cosmetics)Beauty & Wellness2.60×
07Eye shadowBeauty & Wellness2.50×
08MascaraBeauty & Wellness2.33×
09Eye linerBeauty & Wellness2.30×
10Nail artBeauty & Wellness2.04×
11Skin careBeauty & Wellness2.00×
12Nail polishBeauty & Wellness1.94×
13Manicure & PedicureBeauty & Wellness1.93×
14EyebrowBeauty & Wellness1.88×
15LipstickBeauty & Wellness1.78×
16BikiniFashion & Accessoires1.72×
17Moda FemininaFashion & Accessoires1.67×
18Hair careBeauty & Wellness1.58×
19Beauty salonsBeauty & Wellness1.53×
20ArezzoTravel & Leisure1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Sephora 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 Sephora audience · What stands out
TraitClusterDeviationScore
ExtroversionTHRILL1.21×
CreativityOPEN1.08×
Price SensitivityPREMIUM1.05×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Sephora audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.38×
Risk AppetiteTHRILL0.40×
Need for SecurityCONSERVATISM0.44×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Sephora's target market in Brazil?

Sephora's target market in Brazil covers an estimated 9,173,785 people, concentrated in São Paulo and Rio de Janeiro.

02

What is the gender split and age of Sephora customers?

87.5% of the Sephora audience are female, 12.5% are male, with an average age of 39.3 years.

03

Which brands do Sephora fans like most?

Sephora fans show strongest brand affinity for Makeup Tutorials (4.14×), Makeup brush (4.84×), and Makeup Lessons (5.88×) over the country average.

04

Where do Sephora fans live in Brazil?

Sephora fans in Brazil are most concentrated in São Paulo (reach ~4M), Rio de Janeiro (reach ~1M), and Minas Gerais (reach ~1M). These three regions account for the largest share of the active audience.

05

What other brands do Sephora fans also like?

Beyond Sephora itself, the audience over-indexes on Makeup brush (4.84×), Makeup Lessons (5.88×), Makeup &hair (5.06×), and Beauty salons (1.53×) compared to the Brazil average.

Appendix

Explore more audiences

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

More Drugstore audiences in Brazil

See Sephora audiences in other countries

How to read this data

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