Rascasse Audience Intelligence

Kiehl's Target Market in Germany

A data profile of the people who buy, follow and care about Kiehl's in Germany — modelled from more than twelve digital signal sources. Kiehl's has an estimated audience of 774,586 people in Germany.

#11among Personal care in Germany#1058among Brand in Germany#146in Beauty & Wellness

The average Kiehl's fan in Germany is 37.2 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Aesop, Rituals, V Magazine, with strongest over-indexing on Aesop (76.7× the country average).

Demographically, the Kiehl's audience skews more female with an average age of 37.2, and over-indexes on personality traits such as Design Affinity, Sustainability.

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

The typical Kiehl's fan in Germany is more female, around 37.2 years old, with strong Design Affinity tendencies and a notable affinity for Aesop.

Category: Beauty & Wellness · Type: Brand · Subtype: Personal care

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 Kiehl's profile in Germany.

Audience size
775K
in Germany
Gender
77.8%♀
22.2% male
Age
37.2
average years
Country rank
#8124
Brand in Germany
Fig. 01

Search interest · 12-month trend

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

Customer demographics of Kiehl's

77.8% are female, 22.2% are male, average age 37.2.

Fig. 02

Gender split

77.8%
Female
22.2%
Male
Demographic split for Kiehl's audience in Germany
MetricValue
Female77.8%
Male22.2%
Average age37.2
Estimated audience size774,586
Fig. 03

Age distribution

Ø 37.2
average years
Age distribution of the Kiehl's audience in Germany
Age bracketShare%
16-1923%
20-2922%
30-3920%
40-4920%
50+15%
Fig. 04

Worldwide distribution

3.1%

of the worldwide Kiehl's audience comes from Germany.

Worldwide audience distribution share by country for Kiehl's
CountryShare
United States24.7%
United Kingdom6.6%
Taiwan6.2%
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 Kiehl's audience in Germany is strongest.

Fig. 05

Top regions by affinity

Kiehl's customers by region in Germany
#RegionReachAffinity×
01Schleswig-Holstein~70K2.37×
02Berlin~60K1.74×
03Hamburg~20K1.35×
04Bayern~100K1.16×
05Hessen~70K1.12×
06Nordrhein-Westfalen~200K1.08×
07Baden-Württemberg~100K1.02×
08Bremen~6K0.92×
09Niedersachsen~60K0.79×
10Rheinland-Pfalz~30K0.79×
11Saarland~8K0.79×
12Brandenburg~20K0.76×
13Thüringen~10K0.68×
14Mecklenburg-Vorpommern~10K0.68×
15Sachsen~30K0.67×
16Sachsen-Anhalt~10K0.65×
Fig. 06

Affinity by region

Affinity by region — Kiehl's, Germany
0.65×1.00×2.37×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Kiehl's audience
#·InterestCategoryAffinity×
01AesopBeauty & Wellness76.70×
02GlossierBeauty & Wellness61.98×
03LaneigeBeauty & Wellness34.27×
04V MagazineFashion & Accessoires30.08×
05Frequent-flyer programTravel & Leisure26.39×
06BiodermaBeauty & Wellness20.00×
07MujiHome & Garden18.60×
08CleanserBeauty & Wellness18.00×
09ClarinsBeauty & Wellness17.40×
10Barbara SchönebergerMovies & TV10.91×
11Hans SiglMovies & TV10.91×
12La Roche-PosayBeauty & Wellness9.73×
13Business travelBusiness & Career9.51×
14RitualsBeauty & Wellness9.38×
15COSShopping8.79×
16Teacher educationBusiness & Career8.57×
17Anti-aging creamBeauty & Wellness6.72×
18UniqloShopping6.60×
19Laura WontorraMovies & TV6.10×
20HermèsFashion & Accessoires3.81×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Kiehl's 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 Kiehl's audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM5.49×
SustainabilityBALANCE2.51×
Quality AwarenessPREMIUM2.43×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Kiehl's audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.74×
Need for SecurityCONSERVATISM0.81×
Social Media UsageJOY1.06×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Kiehl's's target market in Germany?

Kiehl's's target market in Germany covers an estimated 774,586 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Kiehl's customers?

77.8% of the Kiehl's audience are female, 22.2% are male, with an average age of 37.2 years.

03

Which brands do Kiehl's fans like most?

Kiehl's fans show strongest brand affinity for Aesop (76.7×), Rituals (9.38×), and V Magazine (30.08×) over the country average.

04

Where do Kiehl's fans live in Germany?

Kiehl's fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~200K), Bayern (reach ~100K), and Baden-Württemberg (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Kiehl's fans also like?

Beyond Kiehl's itself, the audience over-indexes on Rituals (9.38×), V Magazine (30.08×), Glossier (61.98×), and Cleanser (18×) compared to the Germany average.

Appendix

Explore more audiences

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

More Personal care audiences in Germany

See Kiehl's audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Kiehl's. 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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