Rascasse Audience Intelligence

Cosmetics Audience in Germany

A data profile of the people who buy, follow and care about Cosmetics in Germany — modelled from more than twelve digital signal sources. Cosmetics has an estimated audience of 20,134,027 people in Germany.

#1among Cosmetics in Germany#42among Topic in Germany#2in Beauty & Wellness

The average Cosmetics fan in Germany is 38.5 years old, more female, and lives primarily in Bayern.

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

Top brand affinities include Makeup Tutorials, Makeup brush, Manicure & Pedicure, with strongest over-indexing on Makeup Tutorials (1.74× the country average).

Demographically, the Cosmetics audience skews more female with an average age of 38.5, and over-indexes on personality traits such as Price Sensitivity, Design Affinity.

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

The typical Cosmetics fan in Germany is more female, around 38.5 years old, with strong Price Sensitivity tendencies and a notable affinity for Makeup Tutorials.

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 Cosmetics profile in Germany.

Audience size
20.1M
in Germany
Gender
70.0%♀
30.0% male
Age
38.5
average years
Country rank
#68
Topic in Germany
Fig. 01

Search interest · 12-month trend

-32%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Cosmetics fans

70.0% are female, 30.0% are male, average age 38.5.

Fig. 02

Gender split

70.0%
Female
30.0%
Male
Demographic split for Cosmetics audience in Germany
MetricValue
Female70.0%
Male30.0%
Average age38.5
Estimated audience size20,134,027
Fig. 03

Age distribution

Ø 38.5
average years
Age distribution of the Cosmetics audience in Germany
Age bracketShare%
16-1920%
20-2920%
30-3921%
40-4922%
50+17%
Fig. 04

Worldwide distribution

3.2%

of the worldwide Cosmetics audience comes from Germany.

Worldwide audience distribution share by country for Cosmetics
CountryShare
United States17.0%
Japan5.5%
India4.5%
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 Cosmetics audience in Germany is strongest.

Fig. 05

Top regions by affinity

Cosmetics fans by region: top regions in Germany
#RegionReachAffinity×
01Berlin~1M1.29×
02Brandenburg~700K1.18×
03Sachsen~1M1.14×
04Hamburg~500K1.13×
05Mecklenburg-Vorpommern~400K1.09×
06Bayern~3.5M1.08×
07Thüringen~500K1.04×
08Sachsen-Anhalt~500K1.02×
09Niedersachsen~2M0.98×
10Schleswig-Holstein~700K0.96×
11Hessen~1.5M0.95×
12Baden-Württemberg~2.5M0.92×
13Rheinland-Pfalz~900K0.92×
14Bremen~100K0.86×
15Saarland~200K0.83×
16Nordrhein-Westfalen~3.5M0.76×
Fig. 06

Affinity by region

Affinity by region — Cosmetics, Germany
0.76×1.00×1.29×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Cosmetics audience
#·InterestCategoryAffinity×
01Footloose (2011 film)Movies & TV2.23×
02Iran University of Science and TechnologyBusiness & Career1.96×
03MakeoverBeauty & Wellness1.77×
04Makeup LessonsBeauty & Wellness1.76×
05Makeup TutorialsBeauty & Wellness1.74×
06Pretty NailsBeauty & Wellness1.72×
07Makeup brushBeauty & Wellness1.71×
08Manicure & PedicureBeauty & Wellness1.71×
09Beauty tipsBeauty & Wellness1.66×
10Pink LipstickBeauty & Wellness1.63×
11Huda BeautyBeauty & Wellness1.62×
12Prosthetic makeupBeauty & Wellness1.62×
13Legally BlondeMovies & TV1.61×
14Jeffree StarBeauty & Wellness1.61×
15Airbrush makeupBeauty & Wellness1.59×
16Anastasia Beverly HillsBeauty & Wellness1.56×
17FentyBeautyBeauty & Wellness1.51×
18Long LashesBeauty & Wellness1.50×
19Microblade technologyBusiness & Career1.50×
20Gel nailsBeauty & Wellness1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Cosmetics 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 Cosmetics audience · What stands out
TraitClusterDeviationScore
Price SensitivityPREMIUM1.09×
Design AffinityPREMIUM1.03×
CreativityOPEN1.00×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Cosmetics audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.78×
SpiritualityBALANCE0.79×
Risk AppetiteTHRILL0.80×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Cosmetics have in Germany?

Cosmetics has an estimated audience of 20,134,027 people in Germany, concentrated in Bayern and Nordrhein-Westfalen.

02

What is the gender split and age of Cosmetics fans?

70.0% of Cosmetics fans are female, 30.0% are male, with an average age of 38.5 years.

03

Which brands do Cosmetics fans like most?

Cosmetics fans show strongest brand affinity for Makeup Tutorials (1.74×), Makeup brush (1.71×), and Manicure & Pedicure (1.71×) over the country average.

04

Where do Cosmetics fans live in Germany?

Cosmetics fans in Germany are most concentrated in Bayern (reach ~3.5M), Nordrhein-Westfalen (reach ~3.5M), and Baden-Württemberg (reach ~2.5M). These three regions account for the largest share of the active audience.

05

What other brands do Cosmetics fans also like?

Beyond Cosmetics itself, the audience over-indexes on Makeup brush (1.71×), Manicure & Pedicure (1.71×), Makeup Lessons (1.76×), and Beauty tips (1.66×) 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 Cosmetics audiences in other countries

How to read this data

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