Rascasse Audience Intelligence

Cruelty-free Audience in United States

A data profile of the people who buy, follow and care about Cruelty-free in United States — modelled from more than twelve digital signal sources. Cruelty-free has an estimated audience of 15,407,799 people in United States.

#1534among Topic in United States#60in Beauty & Wellness

The average Cruelty-free 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 Skirt, Brassiere, Shampoo, with strongest over-indexing on Skirt (1.53× the country average).

Demographically, the Cruelty-free audience skews more female with an average age of 39.7, and over-indexes on personality traits such as Creativity, Sustainability.

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

The typical Cruelty-free fan in United States is more female, around 39.7 years old, with strong Creativity tendencies and a notable affinity for Skirt.

Category: Beauty & Wellness · Type: Topic

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 Cruelty-free profile in United States.

Audience size
15.4M
in United States
Gender
85.6%♀
14.4% male
Age
39.7
average years
Country rank
#2257
Topic in United States
Fig. 01

Search interest · 12-month trend

+78%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Cruelty-free fans

85.6% are female, 14.4% are male, average age 39.7.

Fig. 02

Gender split

85.6%
Female
14.4%
Male
Demographic split for Cruelty-free audience in United States
MetricValue
Female85.6%
Male14.4%
Average age39.7
Estimated audience size15,407,799
Fig. 03

Age distribution

Ø 39.7
average years
Age distribution of the Cruelty-free audience in United States
Age bracketShare%
16-1919%
20-2918%
30-3919%
40-4923%
50+20%
Fig. 04

Worldwide distribution

47.3%

of the worldwide Cruelty-free audience comes from United States.

Worldwide audience distribution share by country for Cruelty-free
CountryShare
United States47.3%
United Kingdom14.6%
Australia5.8%
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 Cruelty-free audience in United States is strongest.

Fig. 05

Top regions by affinity

Cruelty-free fans by region: top regions in United States
#RegionReachAffinity×
01California~2M1.24×
02New Jersey~400K1.11×
03Alaska~40K1.10×
04Delaware~50K1.07×
05New York~900K1.06×
06Vermont~30K1.06×
07Illinois~500K1.05×
08Oregon~200K1.05×
09South Dakota~40K1.05×
10Montana~40K1.03×
11North Dakota~30K1.03×
12Washington~300K1.02×
13Idaho~80K1.01×
14New Hampshire~60K1.01×
15Maine~60K1.01×
16Florida~1M1.00×
17Wisconsin~200K1.00×
18West Virginia~70K1.00×
19Hawaii~70K1.00×
20Rhode Island~50K1.00×
21Virginia~400K0.99×
22Arizona~300K0.99×
23Nevada~100K0.99×
24Texas~1.5M0.98×
25Connecticut~200K0.98×
26Arkansas~100K0.98×
27New Mexico~80K0.98×
28Nebraska~80K0.98×
29Washington, District of Columbia~50K0.98×
30North Carolina~500K0.97×
31Mississippi~100K0.97×
32Massachusetts~300K0.96×
33Iowa~100K0.96×
34Kansas~100K0.96×
35Minnesota~200K0.95×
36Utah~100K0.95×
37Pennsylvania~500K0.94×
38Missouri~200K0.94×
39South Carolina~200K0.94×
40Alabama~200K0.94×
41Oklahoma~200K0.94×
42Louisiana~200K0.93×
43Kentucky~200K0.93×
44Indiana~300K0.92×
45Colorado~200K0.92×
46Michigan~400K0.91×
47Tennessee~300K0.91×
48Maryland~200K0.91×
49Georgia~400K0.90×
50Ohio~400K0.90×
Fig. 06

Affinity by region

Affinity by region — Cruelty-free, United States
0.90×1.00×1.24×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Cruelty-free audience
#·InterestCategoryAffinity×
01Foundation (cosmetics)Beauty & Wellness2.09×
02CollagenBeauty & Wellness2.00×
03MascaraBeauty & Wellness1.98×
04Aerie (American Eagle Outfitters)Brand1.95×
05BrassiereFood & Beverages1.88×
06AerieShopping1.81×
07Chemical formulaBusiness & Career1.74×
08Nail polishBeauty & Wellness1.69×
09ShampooBeauty & Wellness1.68×
10AnthropologieShopping1.65×
11Free PeopleFashion & Accessoires1.65×
12LipBeauty & Wellness1.65×
13EyelashBeauty & Wellness1.64×
14Anti-aging creamBeauty & Wellness1.60×
15ManicureBeauty & Wellness1.54×
16SkirtFashion & Accessoires1.53×
17Williams-SonomaHome & Garden1.52×
18LeggingsFashion & Accessoires1.52×
19Eyelash extensionsBeauty & Wellness1.52×
20MoisturizerHome & Garden1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Cruelty-free 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 Cruelty-free audience · What stands out
TraitClusterDeviationScore
CreativityOPEN1.17×
SustainabilityBALANCE1.14×
Design AffinityPREMIUM1.08×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Cruelty-free audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.56×
Risk AppetiteTHRILL0.74×
Career OrientationPOWER0.76×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Cruelty-free have in United States?

Cruelty-free has an estimated audience of 15,407,799 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Cruelty-free fans?

85.6% of Cruelty-free fans are female, 14.4% are male, with an average age of 39.7 years.

03

Which brands do Cruelty-free fans like most?

Cruelty-free fans show strongest brand affinity for Skirt (1.53×), Brassiere (1.88×), and Shampoo (1.68×) over the country average.

04

Where do Cruelty-free fans live in United States?

Cruelty-free fans in United States are most concentrated in California (reach ~2M), Texas (reach ~1.5M), and Florida (reach ~1M). These three regions account for the largest share of the active audience.

05

What other brands do Cruelty-free fans also like?

Beyond Cruelty-free itself, the audience over-indexes on Brassiere (1.88×), Shampoo (1.68×), Anthropologie (1.65×), and Eyelash (1.64×) compared to the United States average.

Appendix

Explore more audiences

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

More Beauty & Wellness audiences in United States

See Cruelty-free audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Cruelty-free. 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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