Rascasse Audience Intelligence

Paula's Choice Target Market in United States

Paula's Choice has an estimated audience of 1.3M people in United States.

#30among Personal care in United States
#2186among brands in United States#272in Beauty & Wellness

The average Paula's Choice fan in United States is 34.6 years old, more female, and lives primarily in California.

By number of fans, Paula's Choice ranks #31 among the 241 objects in Personal care in United States — 2.2× the group median.

Its fans are 2.9 years younger than the group average of 37.5.

Women make up 82.0% of the fan base, 3.6 percentage points more than the group average.

Compared with the other 240 objects in Personal care, Paula's Choice fans stand out for their interest in Discovery Channel (Canada), Organic Beauty and Drunk Elephant.

Most fans live in California, New York, Texas.

Top affinities include Tatcha, REN Skincare, Discovery Channel (Canada), with strongest over-indexing on Tatcha (45.67× the country average).

Demographically, the Paula's Choice audience skews more female with an average age of 34.6, and over-indexes on personality traits such as Design Affinity, Mindfulness.

The typical Paula's Choice fan in United States is more female, around 34.6 years old, with strong Design Affinity tendencies and a notable affinity for Tatcha.

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

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
1.3M
in United States
Gender
82.0%♀
18.0% male
Age
34.6
average years
Country rank
#19871
among all objects in United States
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Paula's Choice

82.0% are female, 18.0% are male, average age 34.6.

Fig. 02

Gender split

82.0%
Female
18.0%
Male
Demographic split for Paula's Choice audience in United States
MetricValue
Female82.0%
Male18.0%
Average age34.6
Estimated audience size1.3M
Fig. 03

Age distribution

Ø 34.6
average years
Age distribution of the Paula's Choice audience in United States
Age bracketShare%
16-2434%
25-3421%
35-4418%
45-5417%
55+10%
Fig. 04

Worldwide distribution

45.3%

of the worldwide Paula's Choice audience comes from United States.

Worldwide audience distribution share by country for Paula's Choice
CountryShare
United States45.3%
United Kingdom11.5%
Netherlands6.3%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

Paula's Choice customers by region in United States
#RegionReachAffinity×
01Washington~60K1.88×
02California~200K1.56×
03New York~100K1.32×
04Massachusetts~30K1.27×
05Oregon~20K1.26×
06Hawaii~7K1.26×
07New Jersey~40K1.18×
08Illinois~60K1.16×
09Connecticut~20K1.15×
10Maryland~30K1.12×
11Minnesota~20K1.11×
12Texas~90K1.09×
13Washington, District of Columbia~3K1.09×
14Colorado~20K1.08×
15Georgia~50K1.07×
16Virginia~30K1.03×
17North Carolina~40K1.02×
18Arizona~30K1.00×
19Nevada~10K1.00×
20Pennsylvania~50K0.98×
21New Hampshire~5K0.97×
22Rhode Island~4K0.97×
23Vermont~2K0.97×
24Florida~80K0.96×
25Montana~4K0.96×
26Delaware~4K0.96×
27North Dakota~3K0.96×
28Idaho~7K0.95×
29Louisiana~20K0.94×
30Wisconsin~20K0.93×
31Maine~5K0.93×
32Michigan~30K0.91×
33Kansas~10K0.91×
34Nebraska~7K0.91×
35Missouri~20K0.90×
36Utah~10K0.90×
37New Mexico~7K0.90×
38Alaska~2K0.90×
39Tennessee~20K0.88×
40South Dakota~3K0.88×
41South Carolina~20K0.87×
42Arkansas~10K0.87×
43Oklahoma~10K0.86×
44Ohio~40K0.85×
45Indiana~20K0.85×
46Iowa~10K0.85×
47Mississippi~9K0.84×
48Kentucky~10K0.83×
49Alabama~20K0.82×
50West Virginia~5K0.77×
Fig. 06

Affinity by region

Affinity by region — Paula's Choice, United States
0.77×1.00×1.88×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Paula's Choice audience vs. the country average
#·InterestCategoryAffinity×
01TatchaBeauty & Wellness45.67×
02REN SkincareBeauty & Wellness41.96×
03Discovery Channel (Canada)Movies & TV37.18×
04Organic BeautyBeauty & Wellness24.95×
05Drunk ElephantBeauty & Wellness22.85×
06Cambridge University PressBusiness & Career20.91×
07Klondike Gold RushBusiness & Career20.34×
08First Aid BeautyBeauty & Wellness19.67×
09muradBeauty & Wellness18.49×
10Seven (Korean singer)Music & Radio11.38×
11Anastasia Beverly HillsBeauty & Wellness10.38×
12Bath and BodyworksShopping9.71×
13Zaxby'sFood & Beverages8.74×
14Red RobinFood & Beverages8.63×
15White Castle (restaurant)Food & Beverages7.84×
16Hardee'sFood & Beverages7.26×
17Firehouse SubsFood & Beverages6.47×
18Jimmy John'sFood & Beverages6.45×
19ULTA BeautyBeauty & Wellness3.79×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Paula's Choice audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Paula's Choice audience vs. the country average · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.86×
MindfulnessBALANCE1.51×
SustainabilityBALANCE1.50×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Paula's Choice audience vs. the country average · Rather not
TraitClusterDeviationScore
TraditionCONSERVATISM0.60×
Need for SecurityCONSERVATISM0.62×
PatriotismCONSERVATISM0.64×
0×1.00× baseline2×
Appendix

Explore more audiences

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Paula's Choice over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/us/paulas-choice-135479” · Methodology