Beauty Audience in Germany
A data profile of the people who buy, follow and care about Beauty in Germany — modelled from more than twelve digital signal sources. Beauty has an estimated audience of 29,225,664 people in Germany.
The average Beauty fan in Germany is 39.2 years old, more female, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.
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 Quality Awareness, Early Adopter Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Beauty fan in Germany is more female, around 39.2 years old, with strong Quality Awareness tendencies and a notable affinity for Ernsting's family.
At a glance
The key figures that characterise the Beauty profile in Germany.
Search interest · 12-month trend
Demographics of Beauty fans
61.1% are female, 38.9% are male, average age 39.2.
Gender split
| Metric | Value |
|---|---|
| Female | 61.1% |
| Male | 38.9% |
| Average age | 39.2 |
| Estimated audience size | 29,225,664 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 20% | |
| 20-29 | 19% | |
| 30-39 | 21% | |
| 40-49 | 23% | |
| 50+ | 18% |
Worldwide distribution
of the worldwide Beauty audience comes from Germany.
| Country | Share |
|---|---|
| United States | 19.9% |
| Japan | 6.5% |
| India | 5.2% |
Geography
Where the Beauty audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Hessen | ~3.5M | 1.51× | |
| 02 | Hamburg | ~800K | 1.19× | |
| 03 | Baden-Württemberg | ~4.5M | 1.13× | |
| 04 | Berlin | ~1.5M | 1.10× | |
| 05 | Bayern | ~5M | 1.03× | |
| 06 | Brandenburg | ~900K | 1.01× | |
| 07 | Niedersachsen | ~3M | 0.97× | |
| 08 | Bremen | ~200K | 0.97× | |
| 09 | Saarland | ~300K | 0.95× | |
| 10 | Sachsen-Anhalt | ~700K | 0.94× | |
| 11 | Rheinland-Pfalz | ~1.5M | 0.93× | |
| 12 | Schleswig-Holstein | ~1M | 0.93× | |
| 13 | Thüringen | ~700K | 0.92× | |
| 14 | Mecklenburg-Vorpommern | ~500K | 0.89× | |
| 15 | Sachsen | ~1.5M | 0.88× | |
| 16 | Nordrhein-Westfalen | ~5.5M | 0.84× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Beauty audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Eyelid | Beauty & Wellness | 2.72× | ||
| 02 | City of Brussels | Travel & Leisure | 2.39× | ||
| 03 | Shopaholic | Movies & TV | 2.39× | ||
| 04 | Happy Mondays | Music & Radio | 2.24× | ||
| 05 | Flip-flops | Fashion & Accessoires | 2.01× | ||
| 06 | 77Onlineshop | Shopping | 1.99× | ||
| 07 | Credit (finance) | Business & Career | 1.84× | ||
| 08 | dEpurtat.ro | Shopping | 1.76× | ||
| 09 | Eye shadow | Beauty & Wellness | 1.68× | ||
| 10 | Mascara | Beauty & Wellness | 1.65× | ||
| 11 | Ernsting's family | Shopping | 1.63× | ||
| 12 | Fast fashion | Fashion & Accessoires | 1.63× | ||
| 13 | miBaby | Kids & Family | 1.62× | ||
| 14 | Private school | Kids & Family | 1.61× | ||
| 15 | Rings (gymnastics) | Sports | 1.61× | ||
| 16 | Baghdad Governorate | Travel & Leisure | 1.59× | ||
| 17 | Eau de toilette | Beauty & Wellness | 1.57× | ||
| 18 | Puma | Fashion & Accessoires | 1.56× | ||
| 19 | freundin | Fashion & Accessoires | 1.55× | ||
| 20 | R.W.D. Molenbeek | Sports | 1.51× |
Personality of the Beauty audience
Values above 1.00× are above the country average, values below 1.00× below it.
Deviation from the national baseline
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 1.05× | |
| Early Adopter Mentality | POWER | 1.02× | |
| Creativity | OPEN | 1.01× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.66× | |
| Community Orientation | OPEN | 0.71× | |
| Risk Appetite | THRILL | 0.72× |
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 Nordrhein-Westfalen and Bayern.
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 Nordrhein-Westfalen (reach ~5.5M), Bayern (reach ~5M), and Baden-Württemberg (reach ~4.5M). 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.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
More Beauty audiences in Germany
- Rituals (8,452,552)
- Lip (3,233,446)
- Smile (3,191,980)
- Beauty & Fashion (2,749,201)
- Cuteness (2,456,962)
See Beauty audiences in other countries
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.
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