Kiehl's Audience in Germany
Kiehl's has an estimated audience of 783,172 people in Germany. 77.8% are female, 22.2% are male, average age 37.2. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Aesop, Rituals, Glossier, Cleanser, Frequent-flyer program.
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, Glossier, 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.
Category: Beauty & Wellness · Type: Brand · Subtype: Personal care
Demographics of Kiehl's fans
| Metric | Value |
|---|---|
| Female | 77.8% |
| Male | 22.2% |
| Average age | 37.2 |
| Estimated audience size | 783,172 |
Audience persona
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.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 190,555 | 1.11× |
| Bayern | 152,145 | 1.21× |
| Baden-Württemberg | 110,768 | 1.04× |
| Hessen | 67,415 | 1.13× |
| Berlin | 65,121 | 1.86× |
| Schleswig-Holstein | 64,255 | 2.28× |
| Niedersachsen | 58,462 | 0.77× |
| Rheinland-Pfalz | 30,010 | 0.76× |
| Hamburg | 24,540 | 1.39× |
| Sachsen | 24,160 | 0.63× |
| Brandenburg | 18,170 | 0.75× |
| Thüringen | 10,980 | 0.55× |
| Sachsen-Anhalt | 10,370 | 0.51× |
| Mecklenburg-Vorpommern | 7,670 | 0.51× |
| Saarland | 5,959 | 0.62× |
| Bremen | 5,879 | 0.88× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Aesop | 76.7× | Beauty & Wellness |
| Rituals | 9.38× | Beauty & Wellness |
| Glossier | 61.98× | Beauty & Wellness |
| Cleanser | 18× | Beauty & Wellness |
| Frequent-flyer program | 26.39× | Travel & Leisure |
| COS | 8.79× | Shopping |
| Muji | 18.6× | Home & Garden |
| Laneige | 34.27× | Beauty & Wellness |
| Uniqlo | 6.6× | Shopping |
| Clarins | 17.4× | Beauty & Wellness |
| Bioderma | 20× | Beauty & Wellness |
| Teacher education | 8.57× | Business & Career |
| Hermès | 3.81× | Fashion & Accessoires |
| Business travel | 9.51× | Business & Career |
| La Roche-Posay | 9.73× | Beauty & Wellness |
| Anti-aging cream | 6.72× | Beauty & Wellness |
| BB cream | 9.7× | Beauty & Wellness |
| Dermalogica | 22.63× | Beauty & Wellness |
| Diptyque | 18.07× | Beauty & Wellness |
| Clinique | 11.64× | Beauty & Wellness |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Design Affinity | PREMIUM | 2.47 |
| Sustainability | BALANCE | 2.34 |
| Quality Awareness | PREMIUM | 1.75 |
| Early Adopter Mentality | POWER | 1.64 |
| Creativity | OPEN | 1.57 |
| Sports Activity | POWER | 1.57 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 25.6% |
| United Kingdom | 6.8% |
| Taiwan | 6.4% |
See Kiehl's audiences in other countries
More Personal care audiences in Germany
- L'Oréal (3,375,575)
- M. Asam (1,786,742)
- La Roche-Posay (1,778,217)
- Nivea (1,427,207)
- Vichy (1,029,040)
Frequently asked questions
How many fans does Kiehl's have in Germany?
Kiehl's has an estimated audience of 783,172 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Kiehl's fans?
77.8% of Kiehl's fans are female, 22.2% are male, with an average age of 37.2 years.
Which brands do Kiehl's fans like most?
Kiehl's fans show strongest brand affinity for Aesop (76.7×), Rituals (9.38×), and Glossier (61.98×) over the country average.
Where do Kiehl's fans live in Germany?
Kiehl's fans in Germany are most concentrated in Nordrhein-Westfalen (reach 190,555), Bayern (reach 152,145), and Baden-Württemberg (reach 110,768). These three regions account for the largest share of the active audience.
What other brands do Kiehl's fans also like?
Beyond Kiehl's itself, the audience over-indexes on Rituals (9.38×), Glossier (61.98×), Cleanser (18×), and Frequent-flyer program (26.39×) compared to the Germany average.
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.