Rascasse Audience Intelligence

Bath and Bodyworks Target Market in United States

A data profile of the people who buy, follow and care about Bath and Bodyworks in United States — modelled from more than twelve digital signal sources. Bath and Bodyworks has an estimated audience of 21,628,515 people in United States.

#153among Brand in United States#67in Shopping

The average Bath and Bodyworks fan in United States is 28.9 years old, more female, and lives primarily in Texas.

The audience is concentrated in Texas, California, Florida.

Top brand affinities include Brooke Shields, Andre Agassi, First Aid Beauty, with strongest over-indexing on Brooke Shields (269.45× the country average).

Demographically, the Bath and Bodyworks audience skews more female with an average age of 28.9, and over-indexes on personality traits such as Luxury Orientation, Spirituality.

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

The typical Bath and Bodyworks fan in United States is more female, around 28.9 years old, with strong Luxury Orientation tendencies and a notable affinity for Brooke Shields.

Category: Shopping · Type: Brand

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 Bath and Bodyworks profile in United States.

Audience size
21.6M
in United States
Gender
86.8%♀
13.2% male
Age
28.9
average years
Country rank
#1479
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 Bath and Bodyworks

86.8% are female, 13.2% are male, average age 28.9.

Fig. 02

Gender split

86.8%
Female
13.2%
Male
Demographic split for Bath and Bodyworks audience in United States
MetricValue
Female86.8%
Male13.2%
Average age28.9
Estimated audience size21,628,515
Fig. 03

Age distribution

Ø 28.9
average years
Age distribution of the Bath and Bodyworks audience in United States
Age bracketShare%
16-1950%
20-2921%
30-3914%
40-4910%
50+5%
Fig. 04

Worldwide distribution

66.2%

of the worldwide Bath and Bodyworks audience comes from United States.

Worldwide audience distribution share by country for Bath and Bodyworks
CountryShare
United States66.2%
Canada7.6%
Mexico3.0%
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 Bath and Bodyworks audience in United States is strongest.

Fig. 05

Top regions by affinity

Bath and Bodyworks customers by region in United States
#RegionReachAffinity×
01Mississippi~300K1.73×
02Louisiana~500K1.70×
03West Virginia~200K1.64×
04Alabama~500K1.52×
05Kentucky~400K1.51×
06Arkansas~300K1.42×
07Ohio~900K1.40×
08Tennessee~600K1.35×
09Texas~2.5M1.34×
10Georgia~900K1.30×
11Oklahoma~300K1.26×
12South Carolina~400K1.25×
13Missouri~400K1.24×
14Indiana~500K1.22×
15Florida~1.5M1.19×
16Delaware~70K1.17×
17North Carolina~800K1.16×
18Michigan~600K1.13×
19Kansas~200K1.13×
20Pennsylvania~800K1.12×
21Nebraska~100K1.09×
22Illinois~800K1.08×
23Maryland~400K1.08×
24Nevada~200K1.05×
25Virginia~500K1.04×
26Arizona~500K1.04×
27New Jersey~500K0.99×
28Iowa~200K0.99×
29Wisconsin~300K0.93×
30Utah~200K0.93×
31New York~1M0.92×
32California~2M0.82×
33South Dakota~40K0.80×
34North Dakota~40K0.80×
35Connecticut~200K0.79×
36Rhode Island~50K0.79×
37Idaho~80K0.78×
38New Mexico~80K0.76×
39Minnesota~200K0.69×
40Wyoming~20K0.69×
41Colorado~200K0.66×
42Massachusetts~300K0.64×
43Oregon~200K0.64×
44Maine~50K0.63×
45Washington~300K0.60×
46New Hampshire~50K0.59×
47Montana~30K0.58×
48Hawaii~50K0.52×
49Washington, District of Columbia~30K0.52×
50Alaska~20K0.42×
Fig. 06

Affinity by region

Affinity by region — Bath and Bodyworks, United States
0.42×1.00×1.73×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Bath and Bodyworks audience
#·InterestCategoryAffinity×
01Brooke ShieldsMovies & TV269.45×
02Andre AgassiSports269.45×
03First Aid BeautyBeauty & Wellness151.38×
04PTO TodayWebsite / Newspaper / Magazine141.27×
05OudMusic & Radio140.53×
06Babel (film)Movies & TV92.46×
07PlayKidsKids & Family67.18×
08Tatra MountainsTravel & Leisure61.43×
09Hourglass CosmeticsBeauty & Wellness53.60×
10FashionableFashion & Accessoires42.33×
11KioskLiterature29.98×
12Ross StoresFashion & Accessoires21.85×
13Madison KeysSports20.00×
14Steffi GrafSports20.00×
15LadakhTravel & Leisure19.63×
16tarte cosmeticsBeauty & Wellness16.64×
17Unique GiftsShopping7.49×
18Beauty & FashionBeauty & Wellness7.01×
19Health And BeautyBeauty & Wellness5.44×
20ChildbirthKids & Family3.89×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Bath and Bodyworks 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 Bath and Bodyworks audience · What stands out
TraitClusterDeviationScore
Luxury OrientationPREMIUM2.77×
SpiritualityBALANCE2.50×
IndividualismJOY1.82×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Bath and Bodyworks audience · Rather not
TraitClusterDeviationScore
Convenience OrientationPREMIUM0.68×
DIY MentalityTHRILL0.90×
Community OrientationOPEN0.92×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Bath and Bodyworks's target market in United States?

Bath and Bodyworks's target market in United States covers an estimated 21,628,515 people, concentrated in Texas and California.

02

What is the gender split and age of Bath and Bodyworks customers?

86.8% of the Bath and Bodyworks audience are female, 13.2% are male, with an average age of 28.9 years.

03

Which brands do Bath and Bodyworks fans like most?

Bath and Bodyworks fans show strongest brand affinity for Brooke Shields (269.45×), Andre Agassi (269.45×), and First Aid Beauty (151.38×) over the country average.

04

Where do Bath and Bodyworks fans live in United States?

Bath and Bodyworks fans in United States are most concentrated in Texas (reach ~2.5M), California (reach ~2M), and Florida (reach ~1.5M). These three regions account for the largest share of the active audience.

05

What other brands do Bath and Bodyworks fans also like?

Beyond Bath and Bodyworks itself, the audience over-indexes on Andre Agassi (269.45×), First Aid Beauty (151.38×), Oud (140.53×), and Babel (film) (92.46×) compared to the United States average.

Appendix

Explore more audiences

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

More Shopping audiences in United States

See Bath and Bodyworks audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Bath and Bodyworks. 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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