Rascasse Audience Intelligence

Keratin Audience in Germany

A data profile of the people who buy, follow and care about Keratin in Germany — modelled from more than twelve digital signal sources. Keratin has an estimated audience of 2,572,627 people in Germany.

#9among Hair in Germany#1541among Topic in Germany#59in Beauty & Wellness

The average Keratin fan in Germany is 36.7 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Face powder, Brassiere, Long hair, with strongest over-indexing on Face powder (9.66× the country average).

Demographically, the Keratin audience skews more female with an average age of 36.7, and over-indexes on personality traits such as Urban Lifestyle, Individualism.

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

The typical Keratin fan in Germany is more female, around 36.7 years old, with strong Urban Lifestyle tendencies and a notable affinity for Face powder.

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 Keratin profile in Germany.

Audience size
2.6M
in Germany
Gender
77.7%♀
22.3% male
Age
36.7
average years
Country rank
#2560
Topic in Germany
Fig. 01

Search interest · 12-month trend

+27%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Keratin fans

77.7% are female, 22.3% are male, average age 36.7.

Fig. 02

Gender split

77.7%
Female
22.3%
Male
Demographic split for Keratin audience in Germany
MetricValue
Female77.7%
Male22.3%
Average age36.7
Estimated audience size2,572,627
Fig. 03

Age distribution

Ø 36.7
average years
Age distribution of the Keratin audience in Germany
Age bracketShare%
16-1924%
20-2923%
30-3920%
40-4920%
50+14%
Fig. 04

Worldwide distribution

2.4%

of the worldwide Keratin audience comes from Germany.

Worldwide audience distribution share by country for Keratin
CountryShare
United States18.4%
Japan12.8%
Brazil5.3%
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 Keratin audience in Germany is strongest.

Fig. 05

Top regions by affinity

Keratin fans by region: top regions in Germany
#RegionReachAffinity×
01Hamburg~60K1.11×
02Nordrhein-Westfalen~600K1.09×
03Baden-Württemberg~400K1.09×
04Hessen~200K1.09×
05Berlin~100K1.07×
06Bremen~20K1.06×
07Bayern~400K1.04×
08Niedersachsen~300K1.01×
09Rheinland-Pfalz~100K1.01×
10Saarland~30K1.01×
11Schleswig-Holstein~90K1.00×
12Sachsen~100K0.93×
13Thüringen~60K0.93×
14Brandenburg~70K0.89×
15Mecklenburg-Vorpommern~40K0.89×
16Sachsen-Anhalt~60K0.85×
Fig. 06

Affinity by region

Affinity by region — Keratin, Germany
0.85×1.00×1.11×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Keratin audience
#·InterestCategoryAffinity×
01Manicure & PedicureBeauty & Wellness10.07×
02Face powderBeauty & Wellness9.66×
03Lip glossBeauty & Wellness9.18×
04BrassiereFood & Beverages8.41×
05Artificial nailsBeauty & Wellness8.32×
06Long hairBeauty & Wellness8.15×
07Hair ironBeauty & Wellness7.62×
08StradivariusShopping7.56×
09Day spaBeauty & Wellness7.45×
10HennaHome & Garden7.35×
11Nail artBeauty & Wellness7.20×
12LipBeauty & Wellness7.04×
13WaxingBeauty & Wellness6.92×
14ManicureBeauty & Wellness6.67×
15Permanent makeupBeauty & Wellness6.64×
16PedicureBeauty & Wellness6.54×
17Google NewsNews6.43×
18Hair straighteningBeauty & Wellness6.34×
19EyelashBeauty & Wellness6.23×
20MascaraBeauty & Wellness6.08×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Keratin 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 Keratin audience · What stands out
TraitClusterDeviationScore
Urban LifestyleOPEN1.46×
IndividualismJOY1.37×
TravellingTHRILL1.35×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Keratin audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.64×
Need for SecurityCONSERVATISM0.64×
Risk AppetiteTHRILL0.73×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Keratin have in Germany?

Keratin has an estimated audience of 2,572,627 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Keratin fans?

77.7% of Keratin fans are female, 22.3% are male, with an average age of 36.7 years.

03

Which brands do Keratin fans like most?

Keratin fans show strongest brand affinity for Face powder (9.66×), Brassiere (8.41×), and Long hair (8.15×) over the country average.

04

Where do Keratin fans live in Germany?

Keratin fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~600K), Bayern (reach ~400K), and Baden-Württemberg (reach ~400K). These three regions account for the largest share of the active audience.

05

What other brands do Keratin fans also like?

Beyond Keratin itself, the audience over-indexes on Brassiere (8.41×), Long hair (8.15×), Lip gloss (9.18×), and Artificial nails (8.32×) 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 Keratin audiences in other countries

How to read this data

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