A data profile of the people who buy, follow and care about Wella in Brazil — modelled from more than twelve digital signal sources. Wella has an estimated audience of 3,588,313 people in Brazil.
The average Wella 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, Rio de Janeiro.
Top brand affinities include Beleza na Web, João Fonseca, Kérastase, with strongest over-indexing on Beleza na Web (4.32× the country average).
Demographically, the Wella audience skews more female with an average age of 39.5, and over-indexes on personality traits such as Creativity, Design Affinity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical Wella fan in Brazil is more female, around 39.5 years old, with strong Creativity tendencies and a notable affinity for Beleza na Web.
The key figures that characterise the Wella profile in Brazil.
85.5% are female, 14.5% are male, average age 39.5.
| Metric | Value |
|---|---|
| Female | 85.5% |
| Male | 14.5% |
| Average age | 39.5 |
| Estimated audience size | 3,588,313 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 15% | |
| 20-29 | 23% | |
| 30-39 | 23% | |
| 40-49 | 22% | |
| 50+ | 18% |
of the worldwide Wella audience comes from Brazil.
| Country | Share |
|---|---|
| Brazil | 37.0% |
| United States | 18.0% |
| United Kingdom | 5.7% |
Where the Wella audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Minas Gerais | ~500K | 1.46× | |
| 02 | Goiás | ~200K | 1.31× | |
| 03 | Acre | ~20K | 1.31× | |
| 04 | Rondônia | ~30K | 1.18× | |
| 05 | Mato Grosso do Sul | ~60K | 1.17× | |
| 06 | Ceará | ~200K | 1.16× | |
| 07 | Piauí | ~60K | 1.12× | |
| 08 | São Paulo | ~1M | 1.09× | |
| 09 | Rio de Janeiro | ~400K | 1.09× | |
| 10 | Paraíba | ~80K | 1.08× | |
| 11 | Rio Grande do Norte | ~60K | 1.08× | |
| 12 | Santa Catarina | ~200K | 1.05× | |
| 13 | Rio Grande do Sul | ~200K | 1.01× | |
| 14 | Espírito Santo | ~70K | 0.97× | |
| 15 | Sergipe | ~40K | 0.97× | |
| 16 | Mato Grosso | ~60K | 0.96× | |
| 17 | Paraná | ~200K | 0.95× | |
| 18 | Pernambuco | ~200K | 0.95× | |
| 19 | Federal District | ~60K | 0.95× | |
| 20 | Tocantins | ~20K | 0.91× | |
| 21 | Maranhão | ~80K | 0.90× | |
| 22 | Roraima | ~8K | 0.82× | |
| 23 | Alagoas | ~40K | 0.80× | |
| 24 | Amapá | ~10K | 0.77× | |
| 25 | Bahia | ~200K | 0.76× | |
| 26 | Pará | ~80K | 0.72× | |
| 27 | Amazonas | ~40K | 0.60× |
The strongest cross-interests of the Wella audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Salon Line | Beauty & Wellness | 6.81× | ||
| 02 | Kérastase | Beauty & Wellness | 4.88× | ||
| 03 | L'Oréal Professionnel | Beauty & Wellness | 4.71× | ||
| 04 | Mecha | Literature | 4.37× | ||
| 05 | Beleza na Web | Shopping | 4.32× | ||
| 06 | Health And Beauty | Beauty & Wellness | 3.74× | ||
| 07 | Keratin | Beauty & Wellness | 3.63× | ||
| 08 | Hairbrush | Beauty & Wellness | 3.51× | ||
| 09 | Eudora, Kansas | Travel & Leisure | 3.34× | ||
| 10 | Hair dryer | Beauty & Wellness | 3.34× | ||
| 11 | Long hair | Beauty & Wellness | 3.03× | ||
| 12 | Hair straightening | Beauty & Wellness | 2.97× | ||
| 13 | Hair iron | Beauty & Wellness | 2.94× | ||
| 14 | Makeup Tutorials | Beauty & Wellness | 2.88× | ||
| 15 | Foundation (cosmetics) | Beauty & Wellness | 2.78× | ||
| 16 | Shampoo | Beauty & Wellness | 2.66× | ||
| 17 | Sephora | Shopping | 2.50× | ||
| 18 | Manicure | Beauty & Wellness | 2.38× | ||
| 19 | Anti-aging cream | Beauty & Wellness | 2.36× | ||
| 20 | João Fonseca | Sports | 1.55× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 1.13× | |
| Design Affinity | PREMIUM | 1.12× | |
| Price Sensitivity | PREMIUM | 1.09× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.59× | |
| Need for Security | CONSERVATISM | 0.65× | |
| Spirituality | BALANCE | 0.70× |
Wella's target market in Brazil covers an estimated 3,588,313 people, concentrated in São Paulo and Minas Gerais.
85.5% of the Wella audience are female, 14.5% are male, with an average age of 39.5 years.
Wella fans show strongest brand affinity for Beleza na Web (4.32×), João Fonseca (1.55×), and Kérastase (4.88×) over the country average.
Wella fans in Brazil are most concentrated in São Paulo (reach ~1M), Minas Gerais (reach ~500K), and Rio de Janeiro (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Wella itself, the audience over-indexes on João Fonseca (1.55×), Kérastase (4.88×), Salon Line (6.81×), and Keratin (3.63×) 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 Wella. 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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