Rascasse Audience Intelligence

Shu Uemura Target Market in Germany

A data profile of the people who buy, follow and care about Shu Uemura in Germany — modelled from more than twelve digital signal sources. Shu Uemura has an estimated audience of 137,763 people in Germany.

#40among Personal care in Germany#3588among Brand in Germany#351in Beauty & Wellness

The average Shu Uemura fan in Germany is 33.9 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Handmade Crafts, Pandora, Harry Potter, with strongest over-indexing on Handmade Crafts (5.61× the country average).

Demographically, the Shu Uemura audience skews more female with an average age of 33.9, and over-indexes on personality traits such as Design Affinity, Creativity.

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

The typical Shu Uemura fan in Germany is more female, around 33.9 years old, with strong Design Affinity tendencies and a notable affinity for Handmade Crafts.

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 2026-09-29.

Section 01

At a glance

The key figures that characterise the Shu Uemura profile in Germany.

Audience size
138K
in Germany
Gender
81.5%♀
18.5% male
Age
33.9
average years
Country rank
#28587
Brand in Germany
Fig. 01

Search interest · 12-month trend

-17%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Shu Uemura

81.5% are female, 18.5% are male, average age 33.9.

Fig. 02

Gender split

81.5%
Female
18.5%
Male
Demographic split for Shu Uemura audience in Germany
MetricValue
Female81.5%
Male18.5%
Average age33.9
Estimated audience size137,763
Fig. 03

Age distribution

Ø 33.9
average years
Age distribution of the Shu Uemura audience in Germany
Age bracketShare%
16-1931%
20-2923%
30-3920%
40-4917%
50+8%
Fig. 04

Worldwide distribution

3.2%

of the worldwide Shu Uemura audience comes from Germany.

Worldwide audience distribution share by country for Shu Uemura
CountryShare
United States27.7%
Hong Kong8.4%
United Kingdom7.3%
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 Shu Uemura audience in Germany is strongest.

Fig. 05

Top regions by affinity

Shu Uemura customers by region in Germany
#RegionReachAffinity×
01Hamburg~6K1.81×
02Berlin~10K1.70×
03Saarland~2K1.32×
04Bayern~30K1.17×
05Baden-Württemberg~20K1.13×
06Hessen~10K1.03×
07Schleswig-Holstein~5K0.98×
08Bremen~1K0.94×
09Nordrhein-Westfalen~30K0.93×
10Rheinland-Pfalz~6K0.86×
11Sachsen~6K0.85×
12Brandenburg~4K0.82×
13Niedersachsen~10K0.75×
14Thüringen~3K0.75×
15Sachsen-Anhalt~3K0.74×
16Mecklenburg-Vorpommern~2K0.72×
Fig. 06

Affinity by region

Affinity by region — Shu Uemura, Germany
0.72×1.00×1.81×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Shu Uemura audience
#·InterestCategoryAffinity×
01Vivienne WestwoodFashion & Accessoires7.95×
02Handmade CraftsKids & Family5.61×
03Charlotte TilburyBeauty & Wellness4.85×
04BirkenstockFashion & Accessoires4.77×
05Boho-chicFashion & Accessoires4.42×
06Health And BeautyBeauty & Wellness4.05×
07Sex and the CityMovies & TV3.58×
08Healthy foodHealth3.46×
09Infant clothingKids & Family3.30×
10Home DesignHome & Garden3.17×
11Home Interior DesignHome & Garden2.86×
12EtsyFashion & Accessoires2.81×
13BonprixShopping2.52×
14Harry PotterMovies & TV2.11×
15DeichmannShopping2.08×
16PandoraMusic & Radio1.92×
17CosmeticsBeauty & Wellness1.77×
18LidlShopping1.76×
19SpotifyInternet & Social Media1.75×
20AldiShopping1.68×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Shu Uemura 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 Shu Uemura audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.54×
CreativityOPEN1.46×
Early Adopter MentalityPOWER1.38×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Shu Uemura audience · Rather not
TraitClusterDeviationScore
SpiritualityBALANCE0.28×
PatriotismCONSERVATISM0.28×
Need for SecurityCONSERVATISM0.36×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Shu Uemura's target market in Germany?

Shu Uemura's target market in Germany covers an estimated 137,763 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Shu Uemura customers?

81.5% of the Shu Uemura audience are female, 18.5% are male, with an average age of 33.9 years.

03

Which brands do Shu Uemura fans like most?

Shu Uemura fans show strongest brand affinity for Handmade Crafts (5.61×), Pandora (1.92×), and Harry Potter (2.11×) over the country average.

04

Where do Shu Uemura fans live in Germany?

Shu Uemura fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~30K), Bayern (reach ~30K), and Baden-Württemberg (reach ~20K). These three regions account for the largest share of the active audience.

05

What other brands do Shu Uemura fans also like?

Beyond Shu Uemura itself, the audience over-indexes on Pandora (1.92×), Harry Potter (2.11×), Birkenstock (4.77×), and Home Design (3.17×) 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 Shu Uemura audiences in other countries

How to read this data

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

Source: Rascasse Audience Intelligence — modeled from anonymized, multi-source behavioral signals (search, social, events), updated monthly. Data status: 09/2026.

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