Rascasse Audience Intelligence

Bath and Bodyworks Target Market in United States

Bath and Bodyworks has an estimated audience of 21.6M people in United States.

#156among brands in United States#67in Shopping

The average Bath and Bodyworks fan in United States is 29.6 years old, more female, and lives primarily in California.

Interest is seasonal: October, November and December account for 42% of the year's searches, April is the quietest month.

Most fans live in California, Texas, Florida.

Top affinities include Brooke Shields, Andre Agassi, First Aid Beauty, with strongest over-indexing on Brooke Shields (269.45× the country average).

Demographically, the Bath and Bodyworks audience skews more female with an average age of 29.6, and over-indexes on personality traits such as Luxury Orientation, Spirituality.

The typical Bath and Bodyworks fan in United States is more female, around 29.6 years old, with strong Luxury Orientation tendencies and a notable affinity for Brooke Shields.

Category: Shopping · Type: Brand

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
21.6M
in United States
Gender
86.8%♀
13.2% male
Age
29.6
average years
Country rank
#1449
among all objects in United States
Fig. 01

Search interest · 12-month trend

+4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Bath and Bodyworks

86.8% are female, 13.2% are male, average age 29.6.

Fig. 02

Gender split

86.8%
Female
13.2%
Male
Demographic split for Bath and Bodyworks audience in United States
MetricValue
Female86.8%
Male13.2%
Average age29.6
Estimated audience size21.6M
Fig. 03

Age distribution

Ø 29.6
average years
Age distribution of the Bath and Bodyworks audience in United States
Age bracketShare%
16-2450%
25-3421%
35-4414%
45-5410%
55+5%
Fig. 04

Worldwide distribution

66.9%

of the worldwide Bath and Bodyworks audience comes from United States.

Worldwide audience distribution share by country for Bath and Bodyworks
CountryShare
United States66.9%
Canada7.6%
Mexico3.1%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

Bath and Bodyworks customers by region in United States
#RegionReachAffinity×
01Mississippi~300K1.73×
02Louisiana~500K1.70×
03West Virginia~200K1.64×
04Alabama~500K1.52×
05Kentucky~400K1.51×
06Arkansas~300K1.42×
07Ohio~1M1.40×
08Tennessee~600K1.35×
09Texas~2M1.34×
10Georgia~900K1.30×
11Oklahoma~300K1.26×
12South Carolina~400K1.25×
13Missouri~500K1.24×
14Indiana~500K1.22×
15Florida~1.5M1.19×
16Delaware~70K1.17×
17North Carolina~800K1.16×
18Michigan~700K1.13×
19Kansas~200K1.13×
20Pennsylvania~900K1.12×
21Nebraska~100K1.09×
22Illinois~900K1.08×
23Maryland~400K1.08×
24Nevada~200K1.05×
25Virginia~600K1.04×
26Arizona~500K1.04×
27New Jersey~600K0.99×
28Iowa~200K0.99×
29Wisconsin~400K0.93×
30Utah~200K0.93×
31New York~1M0.92×
32California~2M0.82×
33South Dakota~50K0.80×
34North Dakota~40K0.80×
35Connecticut~200K0.79×
36Rhode Island~50K0.79×
37Idaho~90K0.78×
38New Mexico~100K0.76×
39Minnesota~300K0.69×
40Wyoming~30K0.69×
41Colorado~200K0.66×
42Massachusetts~300K0.64×
43Oregon~200K0.64×
44Maine~60K0.63×
45Washington~300K0.60×
46New Hampshire~50K0.59×
47Montana~40K0.58×
48Hawaii~50K0.52×
49Washington, District of Columbia~20K0.52×
50Alaska~20K0.42×
Fig. 06

Affinity by region

Affinity by region — Bath and Bodyworks, United States
0.42×1.00×1.73×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Bath and Bodyworks audience vs. the country average
#·InterestCategoryAffinity×
01Brooke ShieldsMovies & TV269.45×
02Andre AgassiSports269.45×
03First Aid BeautyBeauty & Wellness151.38×
04PTO TodayWebsite / Newspaper / Magazine141.27×
05OudMusic & Radio140.53×
06Babel (film)Movies & TV92.46×
07PlayKidsKids & Family67.18×
08Tatra MountainsTravel & Leisure61.43×
09Hourglass CosmeticsBeauty & Wellness53.60×
10FashionableFashion & Accessoires42.33×
11KioskLiterature29.98×
12Ross StoresFashion & Accessoires21.85×
13Madison KeysSports20.00×
14LadakhTravel & Leisure19.63×
15tarte cosmeticsBeauty & Wellness16.64×
16Unique GiftsShopping7.49×
17Beauty & FashionBeauty & Wellness7.01×
18Health And BeautyBeauty & Wellness5.44×
19ChildbirthKids & Family3.89×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Bath and Bodyworks audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Bath and Bodyworks audience vs. the country average · What stands out
TraitClusterDeviationScore
Luxury OrientationPREMIUM2.77×
SpiritualityBALANCE2.50×
IndividualismJOY1.82×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Bath and Bodyworks audience vs. the country average · Rather not
TraitClusterDeviationScore
Convenience OrientationPREMIUM0.68×
DIY MentalityTHRILL0.90×
Community OrientationOPEN0.92×
0×1.00× baseline2×
Appendix

Explore more audiences

More Shopping audiences in United States

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Bath and Bodyworks over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/us/bath-and-bodyworks-116063” · Methodology