Rascasse Audience Intelligence

Highlighter Audience in United States

A data profile of the people who buy, follow and care about Highlighter in United States — modelled from more than twelve digital signal sources. Highlighter has an estimated audience of 2,234,166 people in United States.

#42among Cosmetics in United States#5967among Topic in United States#200in Beauty & Wellness

The average Highlighter fan in United States is 33.0 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Eye liner, Eye shadow, Sephora, with strongest over-indexing on Eye liner (5.28× the country average).

Demographically, the Highlighter audience skews more female with an average age of 33.0, 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 Highlighter fan in United States is more female, around 33.0 years old, with strong Indulgence tendencies and a notable affinity for Eye liner.

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 Highlighter profile in United States.

Audience size
2.2M
in United States
Gender
89.3%♀
10.7% male
Age
33.0
average years
Country rank
#13033
Topic in United States
Fig. 01

Search interest · 12-month trend

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

Demographics of Highlighter fans

89.3% are female, 10.7% are male, average age 33.0.

Fig. 02

Gender split

89.3%
Female
10.7%
Male
Demographic split for Highlighter audience in United States
MetricValue
Female89.3%
Male10.7%
Average age33.0
Estimated audience size2,234,166
Fig. 03

Age distribution

Ø 33.0
average years
Age distribution of the Highlighter audience in United States
Age bracketShare%
16-1940%
20-2919%
30-3914%
40-4914%
50+12%
Fig. 04

Worldwide distribution

30.9%

of the worldwide Highlighter audience comes from United States.

Worldwide audience distribution share by country for Highlighter
CountryShare
United States30.9%
United Kingdom5.1%
Italy3.8%
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 Highlighter audience in United States is strongest.

Fig. 05

Top regions by affinity

Highlighter fans by region: top regions in United States
#RegionReachAffinity×
01Arizona~80K1.65×
02Texas~300K1.40×
03Louisiana~40K1.23×
04California~300K1.22×
05Florida~200K1.15×
06Arkansas~20K1.15×
07Georgia~80K1.14×
08Alabama~40K1.14×
09North Carolina~80K1.13×
10New Jersey~60K1.12×
11Mississippi~20K1.12×
12Indiana~50K1.11×
13Kansas~20K1.11×
14Kentucky~30K1.09×
15Nebraska~10K1.09×
16Illinois~80K1.08×
17Oklahoma~30K1.08×
18Iowa~20K1.08×
19Virginia~60K1.07×
20Maryland~40K1.07×
21Tennessee~50K1.06×
22New York~100K1.05×
23Minnesota~30K1.04×
24South Carolina~30K1.01×
25North Dakota~5K1.01×
26Nevada~20K1.00×
27Washington~40K0.99×
28New Mexico~10K0.99×
29West Virginia~10K0.97×
30Connecticut~20K0.96×
31Utah~20K0.96×
32Pennsylvania~70K0.95×
33Wisconsin~30K0.95×
34Idaho~10K0.95×
35Michigan~50K0.94×
36Missouri~30K0.93×
37Delaware~6K0.93×
38Oregon~20K0.92×
39Ohio~60K0.91×
40Massachusetts~40K0.89×
41South Dakota~5K0.89×
42Colorado~30K0.87×
43Alaska~4K0.87×
44Hawaii~8K0.85×
45Washington, District of Columbia~6K0.84×
46Rhode Island~6K0.83×
47New Hampshire~7K0.79×
48Montana~5K0.78×
49Vermont~3K0.78×
50Maine~6K0.76×
Fig. 06

Affinity by region

Affinity by region — Highlighter, United States
0.76×1.00×1.65×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Highlighter audience
#·InterestCategoryAffinity×
01BB creamBeauty & Wellness6.23×
02Eye linerBeauty & Wellness5.28×
03Eye shadowBeauty & Wellness5.23×
04Lip balmBeauty & Wellness5.04×
05ConcealerBeauty & Wellness4.93×
06Face powderBeauty & Wellness4.78×
07MascaraBeauty & Wellness4.04×
08Eyelash extensionsBeauty & Wellness3.82×
09Permanent makeupBeauty & Wellness3.39×
10WaxingBeauty & Wellness3.19×
11MoisturizerHome & Garden2.99×
12ManicureBeauty & Wellness2.80×
13Natural skin careBeauty & Wellness2.79×
14ULTA BeautyBeauty & Wellness2.72×
15Five BelowShopping2.69×
16SephoraShopping2.37×
17Personal careHealth2.14×
18Skin careBeauty & Wellness2.05×
19Do it yourself (DIY)Home & Garden1.52×
20Target CorporationShopping1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Highlighter 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 Highlighter audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.63×
Price SensitivityPREMIUM1.62×
ExtroversionTHRILL1.50×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Highlighter audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.44×
Family OrientationCONSERVATISM0.77×
Quality AwarenessPREMIUM0.82×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Highlighter have in United States?

Highlighter has an estimated audience of 2,234,166 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Highlighter fans?

89.3% of Highlighter fans are female, 10.7% are male, with an average age of 33.0 years.

03

Which brands do Highlighter fans like most?

Highlighter fans show strongest brand affinity for Eye liner (5.28×), Eye shadow (5.23×), and Sephora (2.37×) over the country average.

04

Where do Highlighter fans live in United States?

Highlighter fans in United States are most concentrated in California (reach ~300K), Texas (reach ~300K), and Florida (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Highlighter fans also like?

Beyond Highlighter itself, the audience over-indexes on Eye shadow (5.23×), Sephora (2.37×), Eyelash extensions (3.82×), and BB cream (6.23×) 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 Highlighter audiences in other countries

How to read this data

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