Rascasse Audience Intelligence

Beauty Makeup Audience in Germany

A data profile of the people who buy, follow and care about Beauty Makeup in Germany — modelled from more than twelve digital signal sources. Beauty Makeup has an estimated audience of 2,254,547 people in Germany.

#17among Cosmetics in Germany#1739among Topic in Germany#76in Beauty & Wellness

The average Beauty Makeup fan in Germany is 29.7 years old, more female, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top brand affinities include Sephora, Makeup Tutorials, Natural skin care, with strongest over-indexing on Sephora (7.3× the country average).

Demographically, the Beauty Makeup audience skews more female with an average age of 29.7, and over-indexes on personality traits such as Community Orientation, Extroversion.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical Beauty Makeup fan in Germany is more female, around 29.7 years old, with strong Community Orientation tendencies and a notable affinity for Sephora.

Category: Beauty & Wellness · Type: Topic · Subtype: Cosmetics

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 Beauty Makeup profile in Germany.

Audience size
2.3M
in Germany
Gender
72.0%♀
28.0% male
Age
29.7
average years
Country rank
#2950
Topic in Germany
Fig. 01

Search interest · 12-month trend

-60%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Beauty Makeup fans

72.0% are female, 28.0% are male, average age 29.7.

Fig. 02

Gender split

72.0%
Female
28.0%
Male
Demographic split for Beauty Makeup audience in Germany
MetricValue
Female72.0%
Male28.0%
Average age29.7
Estimated audience size2,254,547
Fig. 03

Age distribution

Ø 29.7
average years
Age distribution of the Beauty Makeup audience in Germany
Age bracketShare%
16-1943%
20-2925%
30-3916%
40-4911%
50+4%
Fig. 04

Worldwide distribution

4.2%

of the worldwide Beauty Makeup audience comes from Germany.

Worldwide audience distribution share by country for Beauty Makeup
CountryShare
United States23.5%
China8.4%
Italy5.1%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Beauty Makeup audience in Germany is strongest.

Fig. 05

Top regions by affinity

Beauty Makeup fans by region: top regions in Germany
#RegionReachAffinity×
01Bremen~30K1.53×
02Saarland~40K1.34×
03Thüringen~60K1.09×
04Brandenburg~70K1.07×
05Sachsen-Anhalt~60K0.99×
06Mecklenburg-Vorpommern~40K0.99×
07Schleswig-Holstein~80K0.97×
08Hamburg~50K0.97×
09Rheinland-Pfalz~100K0.95×
10Sachsen~100K0.93×
11Berlin~90K0.91×
12Niedersachsen~200K0.87×
13Hessen~100K0.86×
14Bayern~300K0.85×
15Baden-Württemberg~300K0.82×
16Nordrhein-Westfalen~400K0.79×
Fig. 06

Affinity by region

Affinity by region — Beauty Makeup, Germany
0.79×1.00×1.53×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Beauty Makeup audience
#·InterestCategoryAffinity×
01Makeup TutorialsBeauty & Wellness7.48×
02SephoraShopping7.30×
03Eye linerBeauty & Wellness6.78×
04Eye shadowBeauty & Wellness6.40×
05Lip glossBeauty & Wellness6.30×
06Natural skin careBeauty & Wellness6.11×
07Artificial nailsBeauty & Wellness5.67×
08ConcealerBeauty & Wellness5.42×
09Anti-aging creamBeauty & Wellness5.20×
10Eyelash extensionsBeauty & Wellness5.12×
11Nail salonBeauty & Wellness5.06×
12PandoraFashion & Accessoires4.86×
13ManicureBeauty & Wellness4.58×
14Taylor SwiftMusic & Radio3.50×
15Louis VuittonFashion & Accessoires3.10×
16Luxury goodsFashion & Accessoires2.98×
17HermèsFashion & Accessoires2.59×
18Beauty salonsBeauty & Wellness2.45×
19Do it yourself (DIY)Home & Garden2.25×
20Harry PotterMovies & TV1.72×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Beauty Makeup 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 Beauty Makeup audience · What stands out
TraitClusterDeviationScore
Community OrientationOPEN2.12×
ExtroversionTHRILL2.10×
Pet OwnershipJOY2.02×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Beauty Makeup audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.61×
PatriotismCONSERVATISM0.83×
Convenience OrientationPREMIUM1.00×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Beauty Makeup have in Germany?

Beauty Makeup has an estimated audience of 2,254,547 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Beauty Makeup fans?

72.0% of Beauty Makeup fans are female, 28.0% are male, with an average age of 29.7 years.

03

Which brands do Beauty Makeup fans like most?

Beauty Makeup fans show strongest brand affinity for Sephora (7.3×), Makeup Tutorials (7.48×), and Natural skin care (6.11×) over the country average.

04

Where do Beauty Makeup fans live in Germany?

Beauty Makeup fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~400K), Bayern (reach ~300K), and Baden-Württemberg (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Beauty Makeup fans also like?

Beyond Beauty Makeup itself, the audience over-indexes on Makeup Tutorials (7.48×), Natural skin care (6.11×), Luxury goods (2.98×), and Eye shadow (6.4×) compared to the Germany average.

Appendix

Explore more audiences

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

More Cosmetics audiences in Germany

See Beauty Makeup audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Beauty Makeup. 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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