Rascasse Audience Intelligence

Hair products Audience in Germany

A data profile of the people who buy, follow and care about Hair products in Germany — modelled from more than twelve digital signal sources. Hair products has an estimated audience of 12,724,312 people in Germany.

#1among Hair in Germany#107among Topic in Germany#3in Beauty & Wellness

The average Hair products fan in Germany is 38.5 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Millie Bobby Brown, Infant clothing, Ernsting's family, with strongest over-indexing on Millie Bobby Brown (2.02× the country average).

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

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

The typical Hair products fan in Germany is more female, around 38.5 years old, with strong Price Sensitivity tendencies and a notable affinity for Millie Bobby Brown.

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

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 Hair products profile in Germany.

Audience size
12.7M
in Germany
Gender
72.1%♀
27.9% male
Age
38.5
average years
Country rank
#190
Topic in Germany
Fig. 01

Search interest · 12-month trend

-42%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Hair products fans

72.1% are female, 27.9% are male, average age 38.5.

Fig. 02

Gender split

72.1%
Female
27.9%
Male
Demographic split for Hair products audience in Germany
MetricValue
Female72.1%
Male27.9%
Average age38.5
Estimated audience size12,724,312
Fig. 03

Age distribution

Ø 38.5
average years
Age distribution of the Hair products audience in Germany
Age bracketShare%
16-1919%
20-2921%
30-3922%
40-4922%
50+16%
Fig. 04

Worldwide distribution

2.8%

of the worldwide Hair products audience comes from Germany.

Worldwide audience distribution share by country for Hair products
CountryShare
United States18.7%
Japan4.9%
United Kingdom4.6%
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 Hair products audience in Germany is strongest.

Fig. 05

Top regions by affinity

Hair products fans by region: top regions in Germany
#RegionReachAffinity×
01Berlin~1M1.93×
02Bremen~100K1.23×
03Hamburg~300K1.18×
04Saarland~200K1.12×
05Hessen~1M1.00×
06Thüringen~300K0.97×
07Mecklenburg-Vorpommern~200K0.97×
08Sachsen-Anhalt~300K0.93×
09Rheinland-Pfalz~600K0.91×
10Schleswig-Holstein~400K0.90×
11Brandenburg~400K0.89×
12Bayern~2M0.87×
13Baden-Württemberg~1.5M0.84×
14Sachsen~500K0.84×
15Nordrhein-Westfalen~2.5M0.81×
16Niedersachsen~1M0.78×
Fig. 06

Affinity by region

Affinity by region — Hair products, Germany
0.78×1.00×1.93×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Hair products audience
#·InterestCategoryAffinity×
01Millie Bobby BrownMovies & TV2.02×
02Infant bodysuitKids & Family1.90×
03EyebrowBeauty & Wellness1.80×
04StradivariusShopping1.80×
05Infant clothingKids & Family1.79×
06Eyelash extensionsBeauty & Wellness1.77×
07EyelashBeauty & Wellness1.76×
08Long hairBeauty & Wellness1.72×
09Hair conditionerBeauty & Wellness1.70×
10Permanent makeupBeauty & Wellness1.69×
11Nail polishBeauty & Wellness1.66×
12Nail artBeauty & Wellness1.64×
13YouTube MusicInternet & Social Media1.63×
14Pre-kindergartenKids & Family1.58×
15Dining roomHome & Garden1.57×
16Ernsting's familyShopping1.56×
17PedicureBeauty & Wellness1.54×
18ManicureBeauty & Wellness1.53×
19Garden furnitureHome & Garden1.51×
20Child developmentBusiness & Career1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Hair products 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 Hair products audience · What stands out
TraitClusterDeviationScore
Price SensitivityPREMIUM1.22×
CreativityOPEN1.06×
IndulgenceJOY1.03×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Hair products audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.61×
Risk AppetiteTHRILL0.65×
Career OrientationPOWER0.69×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Hair products have in Germany?

Hair products has an estimated audience of 12,724,312 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Hair products fans?

72.1% of Hair products fans are female, 27.9% are male, with an average age of 38.5 years.

03

Which brands do Hair products fans like most?

Hair products fans show strongest brand affinity for Millie Bobby Brown (2.02×), Infant clothing (1.79×), and Ernsting's family (1.56×) over the country average.

04

Where do Hair products fans live in Germany?

Hair products fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~2.5M), Bayern (reach ~2M), and Baden-Württemberg (reach ~1.5M). These three regions account for the largest share of the active audience.

05

What other brands do Hair products fans also like?

Beyond Hair products itself, the audience over-indexes on Infant clothing (1.79×), Ernsting's family (1.56×), Child development (1.5×), and Infant bodysuit (1.9×) compared to the Germany average.

Appendix

Explore more audiences

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

More Hair audiences in Germany

See Hair products audiences in other countries

How to read this data

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