Bath & Body Works Audience in United States

Bath & Body Works logo

Bath & Body Works has an estimated audience of 13,534,852 people in United States. 87.2% are female, 12.8% are male, average age 40.5. Top regions: Texas, California, Florida. Top brand affinities: Beauty, Uppada Sarees, Bath and Bodyworks, Makeup Tutorials, Sephora.

The average Bath & Body Works fan in United States is 40.5 years old, more female, and lives primarily in Texas. The audience is concentrated in Texas, California, Florida. Top brand affinities include Beauty, Uppada Sarees, Bath and Bodyworks, with strongest over-indexing on Beauty (1.73× the country average). Demographically, the Bath & Body Works audience skews more female with an average age of 40.5, and over-indexes on personality traits such as Luxury Orientation, Extroversion. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Shopping · Type: Brand

Demographics of Bath & Body Works fans

Demographic split for Bath & Body Works audience in United States
MetricValue
Female87.2%
Male12.8%
Average age40.5
Estimated audience size13,534,852

Audience persona

The typical Bath & Body Works fan in United States is more female, around 40.5 years old, with strong Luxury Orientation tendencies and a notable affinity for Beauty.

Top regions in United States

Top regions ranked by reach for Bath & Body Works in United States
RegionReachAffinity
Texas2,324,2532×
California1,641,7911.1×
Florida1,522,4351.66×
New York893,2751.18×
Georgia621,8171.49×
Illinois583,3001.29×
North Carolina560,5361.38×
Ohio552,8331.33×
Pennsylvania503,1191.1×
Michigan445,7701.26×
Virginia383,2691.16×
New Jersey374,2281.09×
Tennessee358,0911.32×
Indiana334,9321.35×
Missouri288,5761.32×
South Carolina271,2901.33×
Maryland270,8591.16×
Arizona268,7620.97×
Louisiana243,3531.39×
Washington220,7310.81×
Oklahoma219,7891.46×
Alabama209,0981.11×
Colorado203,0130.95×
Wisconsin199,6100.98×
Nevada190,2581.45×
Kentucky190,0181.12×
Massachusetts181,4750.68×
Minnesota153,0750.79×
Mississippi143,0321.28×
Utah134,5081.11×
Arkansas131,8181.18×
Kansas129,9611.22×
Oregon111,7830.72×
Connecticut100,2380.74×
Iowa94,3480.85×
Nebraska68,5601.01×
West Virginia53,1910.84×
Idaho49,0680.72×
Hawaii45,5110.78×
Delaware42,7941.15×
New Mexico40,9870.6×
New Hampshire27,7330.52×
Rhode Island27,1530.63×
Washington, District of Columbia23,7450.58×
Maine22,3100.46×
South Dakota17,4350.56×
Montana13,9680.37×
North Dakota12,6170.45×
Wyoming9,2620.46×
Vermont6,7140.28×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for Bath & Body Works audience
BrandAffinityCategory
Beauty1.73×Beauty & Wellness
Uppada Sarees16.1×Fashion & Accessoires
Bath and Bodyworks3.32×Shopping
Makeup Tutorials3.17×Beauty & Wellness
Sephora1.86×Shopping
Hobby Lobby1.54×Home & Garden
Best Buy1.55×Shopping
Marshalls1.7×Fashion & Accessoires
Macy's1.51×Shopping
Makeup Lessons3.54×Beauty & Wellness
Fashion Nova1.89×Shopping
Curly Hair2.16×Beauty & Wellness
Health And Beauty2.3×Beauty & Wellness
Cyber Monday1.97×Shopping
Moisturizer1.98×Home & Garden
Indian Premier League2.21×Sports
Long hair2.15×Beauty & Wellness
Order (business)1.79×Business & Career
YouTube Music1.82×Internet & Social Media
J. C. Penney1.59×Shopping

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by Bath & Body Works audience
TraitClusterScore
Luxury OrientationPREMIUM3.21
ExtroversionTHRILL1.58
Risk AppetiteTHRILL1.47
CreativityOPEN1.24
Family OrientationCONSERVATISM1.14
Price SensitivityPREMIUM1.14

Worldwide distribution

Worldwide audience distribution share by country for Bath & Body Works
CountryShare
United States63.5%
Canada4.9%
India2.9%

See Bath & Body Works audiences in other countries

More Shopping audiences in United States

Frequently asked questions

How many fans does Bath & Body Works have in United States?

Bath & Body Works has an estimated audience of 13,534,852 people in United States, concentrated in Texas and California.

What is the gender split and age of Bath & Body Works fans?

87.2% of Bath & Body Works fans are female, 12.8% are male, with an average age of 40.5 years.

Which brands do Bath & Body Works fans like most?

Bath & Body Works fans show strongest brand affinity for Beauty (1.73×), Uppada Sarees (16.1×), and Bath and Bodyworks (3.32×) over the country average.

Where do Bath & Body Works fans live in United States?

Bath & Body Works fans in United States are most concentrated in Texas (reach 2,324,253), California (reach 1,641,791), and Florida (reach 1,522,435). These three regions account for the largest share of the active audience.

What other brands do Bath & Body Works fans also like?

Beyond Bath & Body Works itself, the audience over-indexes on Uppada Sarees (16.1×), Bath and Bodyworks (3.32×), Makeup Tutorials (3.17×), and Sephora (1.86×) compared to the United States average.

How to read this data

Audience size is the estimated number of people in United States who actively search for Bath & Body Works. 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.