Cosmetics Audience in United States

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Cosmetics has an estimated audience of 106,705,539 people in United States. 69.4% are female, 30.6% are male, average age 39.7. Top regions: California, Texas, New York. Top brand affinities: Hair Extensions, Long Lashes, Sabrina Carpenter, Aritzia, Love Island.

The average Cosmetics fan in United States is 39.7 years old, more female, and lives primarily in California. The audience is concentrated in California, Texas, New York. Top brand affinities include Hair Extensions, Long Lashes, Sabrina Carpenter, with strongest over-indexing on Hair Extensions (2.81× the country average). Demographically, the Cosmetics audience skews more female with an average age of 39.7, and over-indexes on personality traits such as Luxury Orientation, Risk Appetite. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

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

Demographics of Cosmetics fans

Demographic split for Cosmetics audience in United States
MetricValue
Female69.4%
Male30.6%
Average age39.7
Estimated audience size106,705,539

Audience persona

The typical Cosmetics fan in United States is more female, around 39.7 years old, with strong Luxury Orientation tendencies and a notable affinity for Hair Extensions.

Top regions in United States

Top regions ranked by reach for Cosmetics in United States
RegionReachAffinity
California19,634,5701.67×
Texas10,818,5281.18×
New York8,750,7251.47×
Florida8,740,8191.21×
Illinois4,156,1411.17×
Georgia4,021,3531.22×
North Carolina3,596,4931.12×
Pennsylvania3,462,4730.96×
Virginia3,324,8451.28×
New Jersey3,300,1491.22×
Ohio2,982,7450.91×
Washington2,738,7721.28×
Michigan2,597,5930.93×
Arizona2,272,9471.04×
Tennessee2,224,5381.04×
Maryland2,110,9111.15×
Massachusetts2,109,9251×
South Carolina1,871,7911.17×
Indiana1,856,5610.95×
Oregon1,651,2261.35×
Missouri1,580,0760.92×
Alabama1,579,5851.06×
Colorado1,537,6480.91×
Louisiana1,491,9951.08×
Minnesota1,338,6140.88×
Wisconsin1,326,2730.83×
Kentucky1,235,0760.92×
Nevada1,234,1361.2×
Oklahoma1,124,1270.95×
Connecticut1,032,2170.96×
Mississippi995,7661.13×
Utah874,4650.92×
Arkansas873,7020.99×
Kansas846,0071.01×
Iowa743,0840.85×
Hawaii539,4001.18×
New Mexico468,3750.88×
Nebraska450,3630.84×
Idaho431,1060.81×
Washington, District of Columbia411,1641.28×
West Virginia360,2810.73×
New Hampshire307,3110.73×
Delaware298,2841.01×
Rhode Island286,6510.84×
Maine278,4090.73×
Montana194,2310.66×
South Dakota167,7490.68×
Alaska154,4470.68×
North Dakota152,7260.7×
Vermont127,0710.68×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Cosmetics audience
BrandAffinityCategory
Hair Extensions2.81×Beauty & Wellness
Long Lashes3.98×Beauty & Wellness
Sabrina Carpenter2.23×Music & Radio
Aritzia2.61×Fashion & Accessoires
Love Island3.29×Movies & TV
Love & Hip Hop: Atlanta3.21×Movies & TV
Curly Hair1.82×Beauty & Wellness
Health And Beauty1.92×Beauty & Wellness
Gothic fashion2.58×Fashion & Accessoires
Long hair1.85×Beauty & Wellness
Natural skin care1.75×Beauty & Wellness
Princess Polly2.89×Fashion & Accessoires
natural hair2.84×Beauty & Wellness
Lace wig1.52×Beauty & Wellness
Harmonica2.41×Music & Radio
Internet celebrity1.64×Internet & Social Media
SZA (singer)3.06×Music & Radio
Makeup Tutorials1.68×Beauty & Wellness
Anthropologie1.55×Shopping
PacSun1.94×Fashion & Accessoires

Psychographic profile

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

Top personality traits over-indexed by Cosmetics audience
TraitClusterScore
Luxury OrientationPREMIUM2.62
Risk AppetiteTHRILL1.86
ExtroversionTHRILL1.25
Price SensitivityPREMIUM1.23
Design AffinityPREMIUM1.06
Pet OwnershipJOY1.05

Worldwide distribution

Worldwide audience distribution share by country for Cosmetics
CountryShare
United States17.0%
Japan5.5%
India4.5%

See Cosmetics audiences in other countries

More Cosmetics audiences in United States

Frequently asked questions

How many fans does Cosmetics have in United States?

Cosmetics has an estimated audience of 106,705,539 people in United States, concentrated in California and Texas.

What is the gender split and age of Cosmetics fans?

69.4% of Cosmetics fans are female, 30.6% are male, with an average age of 39.7 years.

Which brands do Cosmetics fans like most?

Cosmetics fans show strongest brand affinity for Hair Extensions (2.81×), Long Lashes (3.98×), and Sabrina Carpenter (2.23×) over the country average.

Where do Cosmetics fans live in United States?

Cosmetics fans in United States are most concentrated in California (reach 19,634,570), Texas (reach 10,818,528), and New York (reach 8,750,725). These three regions account for the largest share of the active audience.

What other brands do Cosmetics fans also like?

Beyond Cosmetics itself, the audience over-indexes on Long Lashes (3.98×), Sabrina Carpenter (2.23×), Aritzia (2.61×), and Love Island (3.29×) 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 Cosmetics. 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.