Rascasse Audience Intelligence

Hair keratin Audience in United States

A data profile of the people who buy, follow and care about Hair keratin in United States — modelled from more than twelve digital signal sources. Hair keratin has an estimated audience of 269,887 people in United States.

#44among Hair in United States#13915among Topic in United States#499in Beauty & Wellness

The average Hair keratin fan in United States is 29.1 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include schwarzkopf, Kérastase, Wella, with strongest over-indexing on schwarzkopf (69.29× the country average).

Demographically, the Hair keratin audience skews more female with an average age of 29.1, and over-indexes on personality traits such as Indulgence, Price Sensitivity.

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

The typical Hair keratin fan in United States is more female, around 29.1 years old, with strong Indulgence tendencies and a notable affinity for schwarzkopf.

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

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 Hair keratin profile in United States.

Audience size
270K
in United States
Gender
91.2%♀
8.8% male
Age
29.1
average years
Country rank
#50994
Topic in United States
Fig. 01

Search interest · 12-month trend

-15%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Hair keratin fans

91.2% are female, 8.8% are male, average age 29.1.

Fig. 02

Gender split

91.2%
Female
8.8%
Male
Demographic split for Hair keratin audience in United States
MetricValue
Female91.2%
Male8.8%
Average age29.1
Estimated audience size269,887
Fig. 03

Age distribution

Ø 29.1
average years
Age distribution of the Hair keratin audience in United States
Age bracketShare%
16-1950%
20-2921%
30-3913%
40-4910%
50+6%
Fig. 04

Worldwide distribution

8.3%

of the worldwide Hair keratin audience comes from United States.

Worldwide audience distribution share by country for Hair keratin
CountryShare
United States8.3%
Italy6.0%
Philippines5.9%
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 Hair keratin audience in United States is strongest.

Fig. 05

Top regions by affinity

Hair keratin fans by region: top regions in United States
#RegionReachAffinity×
01North Dakota<1K1.28×
02South Dakota<1K1.27×
03Montana<1K1.20×
04Delaware<1K1.19×
05Alaska<1K1.17×
06Maine~1K1.14×
07Rhode Island<1K1.14×
08Hawaii~1K1.13×
09West Virginia~1K1.12×
10New Hampshire~1K1.09×
11New Mexico~1K1.08×
12Washington, District of Columbia<1K1.08×
13Idaho~1K1.07×
14Nebraska~1K1.04×
15Mississippi~2K1.02×
16Arkansas~2K1.01×
17Kansas~2K1.00×
18Vermont<1K1.00×
19Iowa~2K0.99×
20Oklahoma~3K0.97×
21Utah~2K0.96×
22Louisiana~3K0.95×
23Kentucky~3K0.95×
24Connecticut~3K0.95×
25Nevada~2K0.95×
26Oregon~3K0.93×
27South Carolina~4K0.92×
28Alabama~3K0.92×
29Virginia~6K0.90×
30Maryland~4K0.90×
31Missouri~4K0.90×
32Wisconsin~4K0.90×
33Minnesota~3K0.90×
34New York~10K0.89×
35Tennessee~5K0.89×
36Indiana~4K0.89×
37Massachusetts~5K0.88×
38Colorado~4K0.88×
39New Jersey~6K0.87×
40Arizona~5K0.87×
41Washington~5K0.87×
42Florida~20K0.86×
43Michigan~6K0.85×
44California~20K0.84×
45Georgia~7K0.84×
46Ohio~7K0.83×
47North Carolina~7K0.83×
48Illinois~7K0.82×
49Pennsylvania~7K0.81×
50Texas~20K0.74×
Fig. 06

Affinity by region

Affinity by region — Hair keratin, United States
0.74×1.00×1.28×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Hair keratin audience
#·InterestCategoryAffinity×
01schwarzkopfBeauty & Wellness69.29×
02Hair waxBeauty & Wellness44.61×
03WellaBeauty & Wellness38.05×
04KérastaseBeauty & Wellness33.51×
05RedkenBeauty & Wellness23.22×
06Hair serumBeauty & Wellness21.06×
07AvèneBeauty & Wellness16.50×
08LongchampFashion & Accessoires13.00×
09BB creamBeauty & Wellness8.98×
10Exfoliation (cosmetology)Beauty & Wellness8.37×
11Luka DončićSports7.76×
12PedicureBeauty & Wellness7.43×
13Hair straighteningBeauty & Wellness4.69×
14Hair dryerBeauty & Wellness4.57×
15HairbrushBeauty & Wellness4.10×
16Bath and BodyworksShopping3.65×
17Hair conditionerBeauty & Wellness3.39×
18Hair ExtensionsBeauty & Wellness3.17×
19Personal careHealth2.55×
20Hair productsBeauty & Wellness2.16×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Hair keratin 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 Hair keratin audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY2.26×
Price SensitivityPREMIUM1.95×
Luxury OrientationPREMIUM1.88×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Hair keratin audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.39×
TraditionCONSERVATISM0.88×
IndividualismJOY0.97×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Hair keratin have in United States?

Hair keratin has an estimated audience of 269,887 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Hair keratin fans?

91.2% of Hair keratin fans are female, 8.8% are male, with an average age of 29.1 years.

03

Which brands do Hair keratin fans like most?

Hair keratin fans show strongest brand affinity for schwarzkopf (69.29×), Kérastase (33.51×), and Wella (38.05×) over the country average.

04

Where do Hair keratin fans live in United States?

Hair keratin fans in United States are most concentrated in California (reach ~20K), Texas (reach ~20K), and Florida (reach ~20K). These three regions account for the largest share of the active audience.

05

What other brands do Hair keratin fans also like?

Beyond Hair keratin itself, the audience over-indexes on Kérastase (33.51×), Wella (38.05×), Redken (23.22×), and Hair wax (44.61×) compared to the United States average.

Appendix

Explore more audiences

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

More Hair audiences in United States

See Hair keratin audiences in other countries

How to read this data

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