Rascasse Audience Intelligence

essie Target Market in United States

A data profile of the people who buy, follow and care about essie in United States — modelled from more than twelve digital signal sources. essie has an estimated audience of 747,318 people in United States.

#60among Cosmetics in United States#2956among Brand in United States#345in Beauty & Wellness

The average essie fan in United States is 27.4 years old, more female, and lives primarily in Alabama.

The audience is concentrated in Alabama, California, New York.

Top brand affinities include Pretty Nails, Long Lashes, Manicure & Pedicure, with strongest over-indexing on Pretty Nails (97.82× the country average).

Demographically, the essie audience skews more female with an average age of 27.4, and over-indexes on personality traits such as Mindfulness, Extroversion.

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

The typical essie fan in United States is more female, around 27.4 years old, with strong Mindfulness tendencies and a notable affinity for Pretty Nails.

Category: Beauty & Wellness · Type: Brand · 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 essie profile in United States.

Audience size
747K
in United States
Gender
95.4%♀
4.6% male
Age
27.4
average years
Country rank
#28703
Brand in United States
Fig. 01

Search interest · 12-month trend

-10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of essie

95.4% are female, 4.6% are male, average age 27.4.

Fig. 02

Gender split

95.4%
Female
4.6%
Male
Demographic split for essie audience in United States
MetricValue
Female95.4%
Male4.6%
Average age27.4
Estimated audience size747,318
Fig. 03

Age distribution

Ø 27.4
average years
Age distribution of the essie audience in United States
Age bracketShare%
16-1952%
20-2925%
30-3913%
40-498%
50+2%
Fig. 04

Worldwide distribution

50.3%

of the worldwide essie audience comes from United States.

Worldwide audience distribution share by country for essie
CountryShare
United States50.3%
Germany13.4%
United Kingdom3.7%
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 essie audience in United States is strongest.

Fig. 05

Top regions by affinity

essie customers by region in United States
#RegionReachAffinity×
01Alabama~80K7.95×
02New Jersey~40K1.99×
03New York~60K1.53×
04Connecticut~8K1.12×
05Massachusetts~20K1.11×
06Georgia~20K1.03×
07West Virginia~4K1.02×
08Pennsylvania~30K1.01×
09Mississippi~6K1.01×
10Kentucky~9K0.99×
11Rhode Island~2K0.99×
12Vermont~1K0.99×
13Washington, District of Columbia~2K0.97×
14Illinois~20K0.96×
15South Carolina~10K0.96×
16Delaware~2K0.95×
17Maine~3K0.94×
18Alaska~2K0.94×
19North Dakota~1K0.94×
20Virginia~20K0.93×
21Washington~10K0.93×
22Maryland~10K0.93×
23New Hampshire~3K0.93×
24California~80K0.92×
25North Carolina~20K0.92×
26Louisiana~9K0.92×
27Oregon~8K0.92×
28Montana~2K0.92×
29South Dakota~2K0.92×
30Tennessee~10K0.90×
31Arkansas~6K0.90×
32Hawaii~3K0.90×
33Minnesota~10K0.89×
34Oklahoma~7K0.87×
35New Mexico~3K0.87×
36Kansas~5K0.86×
37Idaho~3K0.86×
38Nebraska~3K0.86×
39Iowa~5K0.85×
40Michigan~20K0.84×
41Florida~40K0.83×
42Colorado~10K0.83×
43Wisconsin~9K0.83×
44Indiana~10K0.81×
45Utah~5K0.80×
46Missouri~10K0.79×
47Nevada~6K0.79×
48Ohio~20K0.76×
49Texas~50K0.75×
50Arizona~10K0.75×
Fig. 06

Affinity by region

Affinity by region — essie, United States
0.75×1.00×7.95×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for essie audience
#·InterestCategoryAffinity×
01GelishBeauty & Wellness206.83×
02Deborah LippmannBeauty & Wellness132.16×
03Royal NailsBrand117.76×
04Pretty NailsBeauty & Wellness97.82×
05Sally HansenBeauty & Wellness75.24×
06Nail fileBeauty & Wellness62.19×
07Long LashesBeauty & Wellness57.69×
08Manicure & PedicureBeauty & Wellness41.63×
09Nail clipperBeauty & Wellness36.46×
10Microblade technologyBusiness & Career34.59×
11Gel nailsBeauty & Wellness34.29×
12Waist cincherFashion & Accessoires29.08×
13ShellacBeauty & Wellness28.64×
14Empire (2015 TV series)Movies & TV22.82×
15Curly HairBeauty & Wellness18.54×
16Trinidad and TobagoTravel & Leisure18.35×
17Hair ExtensionsBeauty & Wellness16.77×
18Love & Hip Hop: AtlantaMovies & TV15.14×
19Spirit HalloweenKids & Family10.40×
20Lace wigBeauty & Wellness9.55×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the essie 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 essie audience · What stands out
TraitClusterDeviationScore
MindfulnessBALANCE2.17×
ExtroversionTHRILL1.41×
TraditionCONSERVATISM1.32×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by essie audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.23×
PatriotismCONSERVATISM0.26×
DIY MentalityTHRILL0.31×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is essie's target market in United States?

essie's target market in United States covers an estimated 747,318 people, concentrated in Alabama and California.

02

What is the gender split and age of essie customers?

95.4% of the essie audience are female, 4.6% are male, with an average age of 27.4 years.

03

Which brands do essie fans like most?

essie fans show strongest brand affinity for Pretty Nails (97.82×), Long Lashes (57.69×), and Manicure & Pedicure (41.63×) over the country average.

04

Where do essie fans live in United States?

essie fans in United States are most concentrated in Alabama (reach ~80K), California (reach ~80K), and New York (reach ~60K). These three regions account for the largest share of the active audience.

05

What other brands do essie fans also like?

Beyond essie itself, the audience over-indexes on Long Lashes (57.69×), Manicure & Pedicure (41.63×), Nail file (62.19×), and Curly Hair (18.54×) 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 essie audiences in other countries

How to read this data

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