Rascasse Audience Intelligence

Cosmetics Audience in United States

A data profile of the people who buy, follow and care about Cosmetics in United States — modelled from more than twelve digital signal sources. Cosmetics has an estimated audience of 106,705,539 people in United States.

#1among Cosmetics in United States#50among Topic in United States#2in Beauty & Wellness

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, Florida.

Top brand affinities include Hair Extensions, Long Lashes, Aritzia, 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 Design Affinity, Price Sensitivity.

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

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

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 Cosmetics profile in United States.

Audience size
106.7M
in United States
Gender
69.4%♀
30.6% male
Age
39.7
average years
Country rank
#64
Topic in United States
Fig. 01

Search interest · 12-month trend

-6%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Cosmetics fans

69.4% are female, 30.6% are male, average age 39.7.

Fig. 02

Gender split

69.4%
Female
30.6%
Male
Demographic split for Cosmetics audience in United States
MetricValue
Female69.4%
Male30.6%
Average age39.7
Estimated audience size106,705,539
Fig. 03

Age distribution

Ø 39.7
average years
Age distribution of the Cosmetics audience in United States
Age bracketShare%
16-1920%
20-2919%
30-3919%
40-4921%
50+22%
Fig. 04

Worldwide distribution

17.0%

of the worldwide Cosmetics audience comes from United States.

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

Fig. 05

Top regions by affinity

Cosmetics fans by region: top regions in United States
#RegionReachAffinity×
01California~17M1.41×
02Mississippi~1M1.30×
03Louisiana~1.5M1.24×
04Texas~11M1.20×
05Alabama~2M1.18×
06Georgia~4M1.15×
07New Jersey~3M1.15×
08Florida~8M1.13×
09New York~6.5M1.13×
10Maryland~2M1.13×
11Oregon~1.5M1.12×
12Illinois~4M1.11×
13Arizona~2.5M1.10×
14Arkansas~1M1.10×
15South Carolina~1.5M1.09×
16Nevada~1M1.09×
17North Carolina~3.5M1.08×
18Virginia~3M1.08×
19Tennessee~2.5M1.07×
20Connecticut~1M1.06×
21Hawaii~500K1.06×
22Washington~2.5M1.05×
23Oklahoma~1M1.04×
24Ohio~3.5M1.03×
25Delaware~300K1.03×
26Kansas~900K1.01×
27New Mexico~500K0.99×
28Michigan~2.5M0.98×
29Kentucky~1.5M0.97×
30Massachusetts~2M0.96×
31Indiana~2M0.95×
32Washington, District of Columbia~300K0.95×
33Pennsylvania~3.5M0.94×
34Missouri~1.5M0.94×
35Colorado~1.5M0.93×
36West Virginia~500K0.93×
37Wisconsin~1.5M0.92×
38Utah~900K0.92×
39Minnesota~1.5M0.90×
40Rhode Island~300K0.90×
41Iowa~800K0.88×
42Nebraska~500K0.87×
43Idaho~500K0.87×
44South Dakota~200K0.87×
45North Dakota~200K0.87×
46Alaska~200K0.86×
47Montana~200K0.83×
48Vermont~200K0.82×
49New Hampshire~300K0.80×
50Maine~300K0.74×
Fig. 06

Affinity by region

Affinity by region — Cosmetics, United States
0.74×1.00×1.41×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Cosmetics audience
#·InterestCategoryAffinity×
01Long LashesBeauty & Wellness3.98×
02Zara LarssonMusic & Radio3.75×
03Love IslandMovies & TV3.29×
04Love & Hip Hop: AtlantaMovies & TV3.21×
05Princess PollyFashion & Accessoires2.89×
06natural hairBeauty & Wellness2.84×
07Hair ExtensionsBeauty & Wellness2.81×
08AritziaFashion & Accessoires2.61×
09Gothic fashionFashion & Accessoires2.58×
10HarmonicaMusic & Radio2.41×
11Sabrina CarpenterMusic & Radio2.23×
12PacSunFashion & Accessoires1.94×
13Health And BeautyBeauty & Wellness1.92×
14Long hairBeauty & Wellness1.85×
15Curly HairBeauty & Wellness1.82×
16Natural skin careBeauty & Wellness1.75×
17Makeup TutorialsBeauty & Wellness1.68×
18Internet celebrityInternet & Social Media1.64×
19AnthropologieShopping1.55×
20Lace wigBeauty & Wellness1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Cosmetics 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 Cosmetics audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.07×
Price SensitivityPREMIUM1.06×
SustainabilityBALANCE1.05×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Cosmetics audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.46×
Need for SecurityCONSERVATISM0.62×
Career OrientationPOWER0.70×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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.

02

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.

03

Which brands do Cosmetics fans like most?

Cosmetics fans show strongest brand affinity for Hair Extensions (2.81×), Long Lashes (3.98×), and Aritzia (2.61×) over the country average.

04

Where do Cosmetics fans live in United States?

Cosmetics fans in United States are most concentrated in California (reach ~17M), Texas (reach ~11M), and Florida (reach ~8M). These three regions account for the largest share of the active audience.

05

What other brands do Cosmetics fans also like?

Beyond Cosmetics itself, the audience over-indexes on Long Lashes (3.98×), Aritzia (2.61×), Sabrina Carpenter (2.23×), and Love & Hip Hop: Atlanta (3.21×) 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 Cosmetics audiences in other countries

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.

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