Rascasse Audience Intelligence

As I Am Target Market in United States

A data profile of the people who buy, follow and care about As I Am in United States — modelled from more than twelve digital signal sources. As I Am has an estimated audience of 349,312 people in United States.

#27among Hair care in United States#4619among Brand in United States#457in Beauty & Wellness

The average As I Am fan in United States is 33.5 years old, more female, and lives primarily in Texas.

The audience is concentrated in Texas, California, Florida.

Top brand affinities include Hair conditioner, Teyana Taylor, Alicia Keys, with strongest over-indexing on Hair conditioner (7.71× the country average).

Demographically, the As I Am audience skews more female with an average age of 33.5, and over-indexes on personality traits such as Indulgence, Price Sensitivity.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical As I Am fan in United States is more female, around 33.5 years old, with strong Indulgence tendencies and a notable affinity for Hair conditioner.

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

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the As I Am profile in United States.

Audience size
349K
in United States
Gender
90.6%♀
9.4% male
Age
33.5
average years
Country rank
#44670
Brand in United States
Fig. 01

Search interest · 12-month trend

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

Customer demographics of As I Am

90.6% are female, 9.4% are male, average age 33.5.

Fig. 02

Gender split

90.6%
Female
9.4%
Male
Demographic split for As I Am audience in United States
MetricValue
Female90.6%
Male9.4%
Average age33.5
Estimated audience size349,312
Fig. 03

Age distribution

Ø 33.5
average years
Age distribution of the As I Am audience in United States
Age bracketShare%
16-1935%
20-2921%
30-3917%
40-4916%
50+10%
Fig. 04

Worldwide distribution

65.5%

of the worldwide As I Am audience comes from United States.

Worldwide audience distribution share by country for As I Am
CountryShare
United States65.5%
Canada4.8%
United Kingdom4.4%
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

Where the As I Am audience in United States is strongest.

Fig. 05

Top regions by affinity

As I Am customers by region in United States
#RegionReachAffinity×
01Maryland~10K1.94×
02Georgia~20K1.79×
03New York~30K1.68×
04Louisiana~7K1.57×
05Virginia~10K1.56×
06Mississippi~4K1.49×
07Florida~40K1.48×
08New Jersey~10K1.48×
09Texas~40K1.46×
10North Carolina~10K1.41×
11Connecticut~5K1.39×
12Washington, District of Columbia~1K1.35×
13Delaware~1K1.32×
14South Carolina~7K1.29×
15Massachusetts~9K1.26×
16Alabama~6K1.24×
17Rhode Island~1K1.19×
18Nevada~4K1.15×
19Pennsylvania~10K1.11×
20California~40K1.10×
21Illinois~10K1.10×
22Tennessee~8K1.09×
23Michigan~10K1.05×
24Indiana~6K0.97×
25Arkansas~3K0.97×
26Kentucky~4K0.96×
27Minnesota~5K0.94×
28Oklahoma~4K0.94×
29Ohio~10K0.93×
30Alaska<1K0.92×
31Missouri~5K0.91×
32Kansas~3K0.91×
33Arizona~7K0.90×
34Nebraska~2K0.85×
35Vermont<1K0.85×
36Washington~6K0.84×
37North Dakota<1K0.84×
38New Mexico~1K0.82×
39South Dakota<1K0.82×
40Montana<1K0.81×
41Hawaii~1K0.77×
42West Virginia~1K0.76×
43New Hampshire~1K0.75×
44Maine<1K0.75×
45Wisconsin~4K0.74×
46Oregon~3K0.73×
47Idaho~1K0.72×
48Iowa~2K0.71×
49Colorado~4K0.70×
50Utah~2K0.64×
Fig. 06

Affinity by region

Affinity by region — As I Am, United States
0.64×1.00×1.94×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for As I Am audience
#·InterestCategoryAffinity×
01Alicia KeysMusic & Radio14.54×
02Larry BirdSports14.54×
03International educationBusiness & Career14.54×
04Thandie NewtonMovies & TV14.54×
05Kareem Abdul-JabbarSports14.54×
06RonaldinhoSports14.54×
07Tim DuncanSports14.54×
08Magic JohnsonSports14.35×
09Wilt ChamberlainSports11.27×
10Teyana TaylorMovies & TV10.42×
11Hair conditionerBeauty & Wellness7.71×
12QVCMovies & TV5.58×
13Internet celebrityInternet & Social Media4.86×
14Discount storesShopping4.73×
15FedExBusiness & Career3.78×
16TMZInternet & Social Media3.60×
17Shopping mallsShopping2.98×
18Pizza HutFood & Beverages2.77×
19Mortgage loansBusiness & Career2.75×
20McDonald'sFood & Beverages2.30×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the As I Am 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 As I Am audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.94×
Price SensitivityPREMIUM1.92×
Quality AwarenessPREMIUM1.90×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by As I Am audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.77×
DIY MentalityTHRILL0.79×
SustainabilityBALANCE0.82×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is As I Am's target market in United States?

As I Am's target market in United States covers an estimated 349,312 people, concentrated in Texas and California.

02

What is the gender split and age of As I Am customers?

90.6% of the As I Am audience are female, 9.4% are male, with an average age of 33.5 years.

03

Which brands do As I Am fans like most?

As I Am fans show strongest brand affinity for Hair conditioner (7.71×), Teyana Taylor (10.42×), and Alicia Keys (14.54×) over the country average.

04

Where do As I Am fans live in United States?

As I Am fans in United States are most concentrated in Texas (reach ~40K), California (reach ~40K), and Florida (reach ~40K). These three regions account for the largest share of the active audience.

05

What other brands do As I Am fans also like?

Beyond As I Am itself, the audience over-indexes on Teyana Taylor (10.42×), Alicia Keys (14.54×), Larry Bird (14.54×), and Discount stores (4.73×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Hair care audiences in United States

See As I Am audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for As I Am. 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 United States. 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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