A data profile of the people who buy, follow and care about Braid in United Kingdom — modelled from more than twelve digital signal sources. Braid has an estimated audience of 4,204,590 people in United Kingdom.
The average Braid fan in United Kingdom is 36.7 years old, more female, and lives primarily in England.
The audience is concentrated in England, South East, Yorkshire and the Humber.
Top brand affinities include Do it yourself (DIY), Hair Extensions, Afro-textured hair, with strongest over-indexing on Do it yourself (DIY) (2.4× the country average).
Demographically, the Braid audience skews more female with an average age of 36.7, and over-indexes on personality traits such as Mindfulness, Community Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Braid fan in United Kingdom is more female, around 36.7 years old, with strong Mindfulness tendencies and a notable affinity for Do it yourself (DIY).
The key figures that characterise the Braid profile in United Kingdom.
73.2% are female, 26.8% are male, average age 36.7.
| Metric | Value |
|---|---|
| Female | 73.2% |
| Male | 26.8% |
| Average age | 36.7 |
| Estimated audience size | 4,204,590 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 23% | |
| 20-29 | 25% | |
| 30-39 | 20% | |
| 40-49 | 16% | |
| 50+ | 16% |
of the worldwide Braid audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 34.2% |
| United Kingdom | 4.9% |
| Japan | 4.6% |
Where the Braid audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | England | ~3M | 2.32× | |
| 02 | West Midlands | ~300K | 1.75× | |
| 03 | Yorkshire and the Humber | ~500K | 1.42× | |
| 04 | North East | ~200K | 1.02× | |
| 05 | South East | ~500K | 0.97× | |
| 06 | East of England | ~300K | 0.90× | |
| 07 | East Midlands | ~300K | 0.87× | |
| 08 | South West | ~300K | 0.73× | |
| 09 | Wales | ~200K | 0.63× | |
| 10 | Northern Ireland | ~80K | 0.60× | |
| 11 | Scotland | ~200K | 0.56× | |
| 12 | North West | ~200K | 0.45× |
The strongest cross-interests of the Braid audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Afro-textured hair | Beauty & Wellness | 9.73× | ||
| 02 | Hair Extensions | Beauty & Wellness | 4.32× | ||
| 03 | Lip gloss | Beauty & Wellness | 4.21× | ||
| 04 | Nail salon | Beauty & Wellness | 3.97× | ||
| 05 | Face powder | Beauty & Wellness | 3.84× | ||
| 06 | Hair conditioner | Beauty & Wellness | 3.72× | ||
| 07 | Long hair | Beauty & Wellness | 3.69× | ||
| 08 | Makeup Tutorials | Beauty & Wellness | 3.64× | ||
| 09 | Artificial nails | Beauty & Wellness | 3.60× | ||
| 10 | Eyelash extensions | Beauty & Wellness | 3.55× | ||
| 11 | Eye shadow | Beauty & Wellness | 3.38× | ||
| 12 | Manicure | Beauty & Wellness | 3.12× | ||
| 13 | Natural skin care | Beauty & Wellness | 3.06× | ||
| 14 | Charlotte Tilbury | Beauty & Wellness | 3.02× | ||
| 15 | Hair care | Beauty & Wellness | 2.82× | ||
| 16 | Philanthropy | Arts & Culture | 2.67× | ||
| 17 | Do it yourself (DIY) | Home & Garden | 2.40× | ||
| 18 | Local food | Food & Beverages | 2.28× | ||
| 19 | Skin care | Beauty & Wellness | 2.13× | ||
| 20 | Primark | Shopping | 1.87× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 1.57× | |
| Community Orientation | OPEN | 1.57× | |
| Early Adopter Mentality | POWER | 1.44× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 0.79× | |
| Convenience Orientation | PREMIUM | 0.90× | |
| Patriotism | CONSERVATISM | 0.92× |
Braid has an estimated audience of 4,204,590 people in United Kingdom, concentrated in England and South East.
73.2% of Braid fans are female, 26.8% are male, with an average age of 36.7 years.
Braid fans show strongest brand affinity for Do it yourself (DIY) (2.4×), Hair Extensions (4.32×), and Afro-textured hair (9.73×) over the country average.
Braid fans in United Kingdom are most concentrated in England (reach ~3M), South East (reach ~500K), and Yorkshire and the Humber (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Braid itself, the audience over-indexes on Hair Extensions (4.32×), Afro-textured hair (9.73×), Hair care (2.82×), and Nail salon (3.97×) compared to the United Kingdom average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in United Kingdom who actively search for Braid. 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.
This audience profile is generated by Rascasse from anonymized search-behavior signals across United Kingdom. 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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