Beauty Audience in Germany
Beauty has an estimated audience of 29,225,664 people in Germany. 61.1% are female, 38.9% are male, average age 39.2. Top regions: Bayern, Baden-Württemberg, Nordrhein-Westfalen. Top brand affinities: Ernsting's family, Credit (finance), Mascara, Fast fashion, Eye shadow.
The average Beauty fan in Germany is 39.2 years old, more female, and lives primarily in Bayern. The audience is concentrated in Bayern, Baden-Württemberg, Nordrhein-Westfalen. Top brand affinities include Ernsting's family, Credit (finance), Mascara, with strongest over-indexing on Ernsting's family (1.63× the country average). Demographically, the Beauty audience skews more female with an average age of 39.2, and over-indexes on personality traits such as Indulgence, Family Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Beauty & Wellness · Type: Topic · Subtype: Beauty
Demographics of Beauty fans
| Metric | Value |
|---|---|
| Female | 61.1% |
| Male | 38.9% |
| Average age | 39.2 |
| Estimated audience size | 29,225,664 |
Audience persona
The typical Beauty fan in Germany is more female, around 39.2 years old, with strong Indulgence tendencies and a notable affinity for Ernsting's family.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Bayern | 4,921,070 | 1.05× |
| Baden-Württemberg | 4,848,203 | 1.22× |
| Nordrhein-Westfalen | 4,012,982 | 0.63× |
| Hessen | 3,694,217 | 1.66× |
| Niedersachsen | 2,761,006 | 0.97× |
| Berlin | 1,462,832 | 1.12× |
| Rheinland-Pfalz | 1,389,431 | 0.95× |
| Sachsen | 1,217,304 | 0.85× |
| Schleswig-Holstein | 948,259 | 0.9× |
| Brandenburg | 908,809 | 1× |
| Hamburg | 832,245 | 1.26× |
| Sachsen-Anhalt | 660,583 | 0.87× |
| Thüringen | 650,092 | 0.87× |
| Mecklenburg-Vorpommern | 473,815 | 0.85× |
| Saarland | 331,456 | 0.92× |
| Bremen | 218,886 | 0.88× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Ernsting's family | 1.63× | Shopping |
| Credit (finance) | 1.84× | Business & Career |
| Mascara | 1.65× | Beauty & Wellness |
| Fast fashion | 1.63× | Fashion & Accessoires |
| Eye shadow | 1.68× | Beauty & Wellness |
| Private school | 1.61× | Kids & Family |
| Puma | 1.56× | Fashion & Accessoires |
| Flip-flops | 2.01× | Fashion & Accessoires |
| Rings (gymnastics) | 1.61× | Sports |
| freundin | 1.55× | Fashion & Accessoires |
| miBaby | 1.62× | Kids & Family |
| Eyelid | 2.72× | Beauty & Wellness |
| 77Onlineshop | 1.99× | Shopping |
| City of Brussels | 2.39× | Travel & Leisure |
| Baghdad Governorate | 1.59× | Travel & Leisure |
| Eau de toilette | 1.57× | Beauty & Wellness |
| Shopaholic | 2.39× | Movies & TV |
| Happy Mondays | 2.24× | Music & Radio |
| dEpurtat.ro | 1.76× | Shopping |
| R.W.D. Molenbeek | 1.51× | Sports |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 1.26 |
| Family Orientation | CONSERVATISM | 1.15 |
| Price Sensitivity | PREMIUM | 1.15 |
| Extroversion | THRILL | 1.12 |
| Luxury Orientation | PREMIUM | 1.11 |
| Mindfulness | BALANCE | 1.08 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 19.9% |
| Japan | 6.5% |
| India | 5.2% |
See Beauty audiences in other countries
More Beauty audiences in Germany
- Rituals (8,692,158)
- Lip (3,233,446)
- Smile (3,191,980)
- Beauty & Fashion (2,749,201)
- Flaconi (2,524,705)
Frequently asked questions
How many fans does Beauty have in Germany?
Beauty has an estimated audience of 29,225,664 people in Germany, concentrated in Bayern and Baden-Württemberg.
What is the gender split and age of Beauty fans?
61.1% of Beauty fans are female, 38.9% are male, with an average age of 39.2 years.
Which brands do Beauty fans like most?
Beauty fans show strongest brand affinity for Ernsting's family (1.63×), Credit (finance) (1.84×), and Mascara (1.65×) over the country average.
Where do Beauty fans live in Germany?
Beauty fans in Germany are most concentrated in Bayern (reach 4,921,070), Baden-Württemberg (reach 4,848,203), and Nordrhein-Westfalen (reach 4,012,982). These three regions account for the largest share of the active audience.
What other brands do Beauty fans also like?
Beyond Beauty itself, the audience over-indexes on Credit (finance) (1.84×), Mascara (1.65×), Fast fashion (1.63×), and Eye shadow (1.68×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Beauty. 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 Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.