Rascasse Audience Intelligence

Highlighter Audience in Germany

A data profile of the people who buy, follow and care about Highlighter in Germany — modelled from more than twelve digital signal sources. Highlighter has an estimated audience of 227,596 people in Germany.

#52among Cosmetics in Germany#7035among Topic in Germany#276in Beauty & Wellness

The average Highlighter fan in Germany is 27.0 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Face powder, Staedtler, Concealer, with strongest over-indexing on Face powder (18.54× the country average).

Demographically, the Highlighter audience skews more female with an average age of 27.0, and over-indexes on personality traits such as Tradition, Sustainability.

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

The typical Highlighter fan in Germany is more female, around 27.0 years old, with strong Tradition tendencies and a notable affinity for Face powder.

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 Highlighter profile in Germany.

Audience size
228K
in Germany
Gender
84.4%♀
15.6% male
Age
27.0
average years
Country rank
#20913
Topic in Germany
Fig. 01

Search interest · 12-month trend

-21%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Highlighter fans

84.4% are female, 15.6% are male, average age 27.0.

Fig. 02

Gender split

84.4%
Female
15.6%
Male
Demographic split for Highlighter audience in Germany
MetricValue
Female84.4%
Male15.6%
Average age27.0
Estimated audience size227,596
Fig. 03

Age distribution

Ø 27.0
average years
Age distribution of the Highlighter audience in Germany
Age bracketShare%
16-1958%
20-2920%
30-3910%
40-499%
50+3%
Fig. 04

Worldwide distribution

3.2%

of the worldwide Highlighter audience comes from Germany.

Worldwide audience distribution share by country for Highlighter
CountryShare
United States30.9%
United Kingdom5.1%
Italy3.8%
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 Highlighter audience in Germany is strongest.

Fig. 05

Top regions by affinity

Highlighter fans by region: top regions in Germany
#RegionReachAffinity×
01Hamburg~6K1.12×
02Nordrhein-Westfalen~50K1.09×
03Hessen~20K1.08×
04Berlin~10K1.04×
05Brandenburg~7K1.02×
06Thüringen~6K1.02×
07Bremen~2K1.02×
08Baden-Württemberg~30K1.00×
09Bayern~40K0.98×
10Rheinland-Pfalz~10K0.98×
11Schleswig-Holstein~8K0.98×
12Sachsen-Anhalt~6K0.98×
13Sachsen~10K0.96×
14Saarland~3K0.96×
15Mecklenburg-Vorpommern~4K0.95×
16Niedersachsen~20K0.94×
Fig. 06

Affinity by region

Affinity by region — Highlighter, Germany
0.94×1.00×1.12×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Highlighter audience
#·InterestCategoryAffinity×
01StaedtlerBusiness & Career66.50×
02Schwan-StabiloBusiness & Career60.82×
03Face powderBeauty & Wellness18.54×
04Kris JennerMovies & TV15.86×
05DermalogicaBeauty & Wellness14.00×
06Quality timeKids & Family12.08×
07Mariah CareyMusic & Radio11.25×
08ConcealerBeauty & Wellness9.82×
09Slim-fit pantsFashion & Accessoires7.75×
10Eye linerBeauty & Wellness7.33×
11Lip glossBeauty & Wellness7.12×
12Angelina JolieMovies & TV6.12×
13Eye shadowBeauty & Wellness5.86×
14Eyelash extensionsBeauty & Wellness5.49×
15Robert RedfordMovies & TV5.43×
16Dexter (TV series)Movies & TV5.31×
17Nail salonBeauty & Wellness4.07×
18Permanent makeupBeauty & Wellness3.56×
19ManicureBeauty & Wellness3.34×
20TikTokInternet & Social Media1.61×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Highlighter 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 Highlighter audience · What stands out
TraitClusterDeviationScore
TraditionCONSERVATISM1.65×
SustainabilityBALANCE1.64×
Career OrientationPOWER1.64×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Highlighter audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.69×
Healthy LifestyleBALANCE0.90×
Sports ActivityPOWER0.90×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Highlighter have in Germany?

Highlighter has an estimated audience of 227,596 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Highlighter fans?

84.4% of Highlighter fans are female, 15.6% are male, with an average age of 27.0 years.

03

Which brands do Highlighter fans like most?

Highlighter fans show strongest brand affinity for Face powder (18.54×), Staedtler (66.5×), and Concealer (9.82×) over the country average.

04

Where do Highlighter fans live in Germany?

Highlighter fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~50K), Bayern (reach ~40K), and Baden-Württemberg (reach ~30K). These three regions account for the largest share of the active audience.

05

What other brands do Highlighter fans also like?

Beyond Highlighter itself, the audience over-indexes on Staedtler (66.5×), Concealer (9.82×), Mariah Carey (11.25×), and Schwan-Stabilo (60.82×) 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 Highlighter audiences in other countries

How to read this data

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