Rascasse Audience Intelligence

Lipstick Audience in Germany

A data profile of the people who buy, follow and care about Lipstick in Germany — modelled from more than twelve digital signal sources. Lipstick has an estimated audience of 3,189,243 people in Germany.

#7among Cosmetics in Germany#1200among Topic in Germany#44in Beauty & Wellness

The average Lipstick fan in Germany is 36.0 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, Concealer, Mascara, with strongest over-indexing on Face powder (19.71× the country average).

Demographically, the Lipstick audience skews more female with an average age of 36.0, and over-indexes on personality traits such as Extroversion, Spirituality.

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

The typical Lipstick fan in Germany is more female, around 36.0 years old, with strong Extroversion 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 Lipstick profile in Germany.

Audience size
3.2M
in Germany
Gender
79.7%♀
20.3% male
Age
36.0
average years
Country rank
#1957
Topic in Germany
Fig. 01

Search interest · 12-month trend

-20%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Lipstick fans

79.7% are female, 20.3% are male, average age 36.0.

Fig. 02

Gender split

79.7%
Female
20.3%
Male
Demographic split for Lipstick audience in Germany
MetricValue
Female79.7%
Male20.3%
Average age36.0
Estimated audience size3,189,243
Fig. 03

Age distribution

Ø 36.0
average years
Age distribution of the Lipstick audience in Germany
Age bracketShare%
16-1925%
20-2924%
30-3920%
40-4918%
50+13%
Fig. 04

Worldwide distribution

2.3%

of the worldwide Lipstick audience comes from Germany.

Worldwide audience distribution share by country for Lipstick
CountryShare
Japan14.4%
United States11.9%
China9.9%
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 Lipstick audience in Germany is strongest.

Fig. 05

Top regions by affinity

Lipstick fans by region: top regions in Germany
#RegionReachAffinity×
01Nordrhein-Westfalen~800K1.16×
02Rheinland-Pfalz~200K1.07×
03Hamburg~80K1.06×
04Berlin~200K1.05×
05Baden-Württemberg~400K1.03×
06Niedersachsen~300K1.03×
07Bremen~30K1.03×
08Hessen~200K1.01×
09Saarland~40K1.01×
10Brandenburg~100K0.99×
11Schleswig-Holstein~100K0.97×
12Bayern~500K0.96×
13Sachsen-Anhalt~80K0.96×
14Thüringen~80K0.94×
15Mecklenburg-Vorpommern~60K0.94×
16Sachsen~100K0.90×
Fig. 06

Affinity by region

Affinity by region — Lipstick, Germany
0.90×1.00×1.16×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Lipstick audience
#·InterestCategoryAffinity×
01Lip linerBeauty & Wellness21.29×
02Face powderBeauty & Wellness19.71×
03Rouge (cosmetics)Beauty & Wellness18.48×
04ConcealerBeauty & Wellness17.17×
05Primer (cosmetics)Beauty & Wellness16.94×
06MascaraBeauty & Wellness13.10×
07Eye linerBeauty & Wellness10.91×
08BB creamBeauty & Wellness10.18×
09LipBeauty & Wellness9.62×
10Lip balmBeauty & Wellness9.02×
11Eye shadowBeauty & Wellness8.84×
12Foundation (cosmetics)Beauty & Wellness8.34×
13EyebrowBeauty & Wellness7.69×
14Makeup brushBeauty & Wellness7.58×
15Hair straighteningBeauty & Wellness7.09×
16EyelashBeauty & Wellness6.71×
17Nail polishBeauty & Wellness6.23×
18Makeup TutorialsBeauty & Wellness5.26×
19DeichmannShopping3.48×
20H&MShopping2.42×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Lipstick 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 Lipstick audience · What stands out
TraitClusterDeviationScore
ExtroversionTHRILL2.40×
SpiritualityBALANCE1.91×
MindfulnessBALANCE1.83×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Lipstick audience · Rather not
TraitClusterDeviationScore
DIY MentalityTHRILL0.95×
PatriotismCONSERVATISM1.01×
Risk AppetiteTHRILL1.06×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Lipstick have in Germany?

Lipstick has an estimated audience of 3,189,243 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Lipstick fans?

79.7% of Lipstick fans are female, 20.3% are male, with an average age of 36.0 years.

03

Which brands do Lipstick fans like most?

Lipstick fans show strongest brand affinity for Face powder (19.71×), Concealer (17.17×), and Mascara (13.1×) over the country average.

04

Where do Lipstick fans live in Germany?

Lipstick fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~800K), Bayern (reach ~500K), and Baden-Württemberg (reach ~400K). These three regions account for the largest share of the active audience.

05

What other brands do Lipstick fans also like?

Beyond Lipstick itself, the audience over-indexes on Concealer (17.17×), Mascara (13.1×), Eye liner (10.91×), and Lip (9.62×) 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 Lipstick audiences in other countries

How to read this data

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