Rascasse Audience Intelligence

Beauty Makeup Audience in United States

A data profile of the people who buy, follow and care about Beauty Makeup in United States — modelled from more than twelve digital signal sources. Beauty Makeup has an estimated audience of 12,549,346 people in United States.

#13among Cosmetics in United States#1895among Topic in United States#76in Beauty & Wellness

The average Beauty Makeup fan in United States is 29.2 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Moisturizer, Discount stores, Natural foods, with strongest over-indexing on Moisturizer (6.56× the country average).

Demographically, the Beauty Makeup audience skews more female with an average age of 29.2, and over-indexes on personality traits such as Price Sensitivity, Luxury Orientation.

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

The typical Beauty Makeup fan in United States is more female, around 29.2 years old, with strong Price Sensitivity tendencies and a notable affinity for Moisturizer.

Category: Beauty & Wellness · Type: Topic · Subtype: Cosmetics

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 Beauty Makeup profile in United States.

Audience size
12.5M
in United States
Gender
73.6%♀
26.4% male
Age
29.2
average years
Country rank
#2849
Topic in United States
Fig. 01

Search interest · 12-month trend

+5%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Beauty Makeup fans

73.6% are female, 26.4% are male, average age 29.2.

Fig. 02

Gender split

73.6%
Female
26.4%
Male
Demographic split for Beauty Makeup audience in United States
MetricValue
Female73.6%
Male26.4%
Average age29.2
Estimated audience size12,549,346
Fig. 03

Age distribution

Ø 29.2
average years
Age distribution of the Beauty Makeup audience in United States
Age bracketShare%
16-1948%
20-2922%
30-3914%
40-4911%
50+4%
Fig. 04

Worldwide distribution

23.5%

of the worldwide Beauty Makeup audience comes from United States.

Worldwide audience distribution share by country for Beauty Makeup
CountryShare
United States23.5%
China8.4%
Italy5.1%
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 Beauty Makeup audience in United States is strongest.

Fig. 05

Top regions by affinity

Beauty Makeup fans by region: top regions in United States
#RegionReachAffinity×
01North Dakota~40K1.38×
02South Dakota~40K1.35×
03Montana~40K1.18×
04Rhode Island~50K1.17×
05Delaware~40K1.16×
06West Virginia~70K1.15×
07New Hampshire~60K1.15×
08Maine~50K1.12×
09Alaska~30K1.11×
10Idaho~70K1.09×
11Hawaii~60K1.09×
12Washington, District of Columbia~40K1.09×
13New Mexico~70K1.08×
14Nebraska~70K1.08×
15Mississippi~100K1.05×
16Vermont~20K1.04×
17Arkansas~100K1.03×
18Kansas~100K0.99×
19Iowa~100K0.97×
20Oklahoma~100K0.96×
21Alabama~200K0.95×
22Louisiana~200K0.95×
23Kentucky~100K0.95×
24Utah~100K0.95×
25Connecticut~100K0.94×
26Nevada~100K0.94×
27South Carolina~200K0.92×
28Oregon~100K0.92×
29Missouri~200K0.90×
30Wisconsin~200K0.90×
31Minnesota~200K0.90×
32Tennessee~200K0.89×
33Indiana~200K0.89×
34Maryland~200K0.89×
35Colorado~200K0.88×
36Arizona~200K0.87×
37Washington~200K0.86×
38Massachusetts~200K0.86×
39Michigan~300K0.85×
40Georgia~300K0.84×
41New Jersey~300K0.84×
42Virginia~300K0.84×
43Ohio~300K0.83×
44North Carolina~300K0.83×
45Texas~900K0.82×
46New York~600K0.82×
47Pennsylvania~300K0.82×
48Illinois~300K0.80×
49California~1M0.73×
50Florida~600K0.73×
Fig. 06

Affinity by region

Affinity by region — Beauty Makeup, United States
0.73×1.00×1.38×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Beauty Makeup audience
#·InterestCategoryAffinity×
01Kendall JennerFashion & Accessoires7.81×
02Natural foodsFood & Beverages7.64×
03MoisturizerHome & Garden6.56×
04Makeup TutorialsBeauty & Wellness6.03×
05MascaraBeauty & Wellness5.57×
06Discount storesShopping5.41×
07Eyelash extensionsBeauty & Wellness4.86×
08Ariana GrandeMusic & Radio3.92×
09FedExBusiness & Career3.71×
10ManicureBeauty & Wellness3.66×
11Shopping mallsShopping3.26×
12TikTokInternet & Social Media2.97×
13Skin careBeauty & Wellness2.91×
14Pizza HutFood & Beverages2.65×
15Personal careHealth2.57×
16PinterestInternet & Social Media2.56×
17McDonald'sFood & Beverages2.32×
18Luxury goodsFashion & Accessoires1.96×
19CosmeticsBeauty & Wellness1.88×
20Physical fitnessSports1.55×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Beauty Makeup 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 Beauty Makeup audience · What stands out
TraitClusterDeviationScore
Price SensitivityPREMIUM2.35×
Luxury OrientationPREMIUM1.92×
MindfulnessBALANCE1.88×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Beauty Makeup audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.54×
Need for SecurityCONSERVATISM0.78×
Early Adopter MentalityPOWER0.81×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Beauty Makeup have in United States?

Beauty Makeup has an estimated audience of 12,549,346 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Beauty Makeup fans?

73.6% of Beauty Makeup fans are female, 26.4% are male, with an average age of 29.2 years.

03

Which brands do Beauty Makeup fans like most?

Beauty Makeup fans show strongest brand affinity for Moisturizer (6.56×), Discount stores (5.41×), and Natural foods (7.64×) over the country average.

04

Where do Beauty Makeup fans live in United States?

Beauty Makeup fans in United States are most concentrated in California (reach ~1M), Texas (reach ~900K), and Florida (reach ~600K). These three regions account for the largest share of the active audience.

05

What other brands do Beauty Makeup fans also like?

Beyond Beauty Makeup itself, the audience over-indexes on Discount stores (5.41×), Natural foods (7.64×), TikTok (2.97×), and Makeup Tutorials (6.03×) compared to the United States average.

Appendix

Explore more audiences

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

More Cosmetics audiences in United States

See Beauty Makeup audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Beauty Makeup. 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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