Rascasse Audience Intelligence

MAC Cosmetics Target Market in Germany

A data profile of the people who buy, follow and care about MAC Cosmetics in Germany — modelled from more than twelve digital signal sources. MAC Cosmetics has an estimated audience of 940,780 people in Germany.

#25among Cosmetics in Germany#903among Brand in Germany#128in Beauty & Wellness

The average MAC Cosmetics fan in Germany is 23.9 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Beauty Makeup, Makeup Tutorials, Sephora, with strongest over-indexing on Beauty Makeup (7.88× the country average).

Demographically, the MAC Cosmetics audience skews more female with an average age of 23.9, and over-indexes on personality traits such as Extroversion, Individualism.

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

The typical MAC Cosmetics fan in Germany is more female, around 23.9 years old, with strong Extroversion tendencies and a notable affinity for Beauty Makeup.

Category: Beauty & Wellness · Type: Brand · 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 MAC Cosmetics profile in Germany.

Audience size
941K
in Germany
Gender
97.2%♀
2.8% male
Age
23.9
average years
Country rank
#6896
Brand in Germany
Fig. 01

Search interest · 12-month trend

-11%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of MAC Cosmetics

97.2% are female, 2.8% are male, average age 23.9.

Fig. 02

Gender split

97.2%
Female
2.8%
Male
Demographic split for MAC Cosmetics audience in Germany
MetricValue
Female97.2%
Male2.8%
Average age23.9
Estimated audience size940,780
Fig. 03

Age distribution

Ø 23.9
average years
Age distribution of the MAC Cosmetics audience in Germany
Age bracketShare%
16-1978%
20-298%
30-396%
40-495%
50+3%
Fig. 04

Worldwide distribution

7.1%

of the worldwide MAC Cosmetics audience comes from Germany.

Worldwide audience distribution share by country for MAC Cosmetics
CountryShare
United States41.6%
Italy9.4%
United Kingdom9.0%
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 MAC Cosmetics audience in Germany is strongest.

Fig. 05

Top regions by affinity

MAC Cosmetics customers by region in Germany
#RegionReachAffinity×
01Hamburg~40K1.99×
02Berlin~80K1.90×
03Nordrhein-Westfalen~300K1.48×
04Bremen~10K1.29×
05Hessen~80K1.19×
06Bayern~200K1.10×
07Baden-Württemberg~100K1.01×
08Niedersachsen~80K0.93×
09Schleswig-Holstein~30K0.88×
10Rheinland-Pfalz~40K0.86×
11Saarland~9K0.77×
12Brandenburg~20K0.72×
13Sachsen~30K0.59×
14Sachsen-Anhalt~10K0.53×
15Mecklenburg-Vorpommern~9K0.52×
16Thüringen~10K0.50×
Fig. 06

Affinity by region

Affinity by region — MAC Cosmetics, Germany
0.50×1.00×1.99×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for MAC Cosmetics audience
#·InterestCategoryAffinity×
01Makeup &hairBeauty & Wellness8.02×
02Beauty MakeupBeauty & Wellness7.88×
03Beauty & FashionBeauty & Wellness6.58×
04Makeup brushBeauty & Wellness6.10×
05Makeup LessonsBeauty & Wellness5.84×
06Makeup TutorialsBeauty & Wellness5.71×
07Charlotte TilburyBeauty & Wellness5.45×
08SephoraShopping5.15×
09Lip glossBeauty & Wellness4.96×
10Eye shadowBeauty & Wellness4.83×
11Eye linerBeauty & Wellness4.80×
12Health And BeautyBeauty & Wellness4.75×
13MoisturizerHome & Garden4.48×
14Foundation (cosmetics)Beauty & Wellness4.37×
15Eyelash extensionsBeauty & Wellness3.91×
16Anti-aging creamBeauty & Wellness3.73×
17Nail artBeauty & Wellness3.72×
18Modeling agencyFashion & Accessoires3.65×
19Infant clothingKids & Family3.14×
20Müller (company)Food & Beverages1.78×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the MAC Cosmetics 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 MAC Cosmetics audience · What stands out
TraitClusterDeviationScore
ExtroversionTHRILL1.68×
IndividualismJOY1.57×
MindfulnessBALANCE1.48×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by MAC Cosmetics audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.43×
PatriotismCONSERVATISM0.46×
Risk AppetiteTHRILL0.61×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is MAC Cosmetics's target market in Germany?

MAC Cosmetics's target market in Germany covers an estimated 940,780 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of MAC Cosmetics customers?

97.2% of the MAC Cosmetics audience are female, 2.8% are male, with an average age of 23.9 years.

03

Which brands do MAC Cosmetics fans like most?

MAC Cosmetics fans show strongest brand affinity for Beauty Makeup (7.88×), Makeup Tutorials (5.71×), and Sephora (5.15×) over the country average.

04

Where do MAC Cosmetics fans live in Germany?

MAC Cosmetics fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~300K), Bayern (reach ~200K), and Baden-Württemberg (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do MAC Cosmetics fans also like?

Beyond MAC Cosmetics itself, the audience over-indexes on Makeup Tutorials (5.71×), Sephora (5.15×), Beauty & Fashion (6.58×), and Makeup &hair (8.02×) 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 MAC Cosmetics audiences in other countries

How to read this data

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