Rascasse Audience Intelligence

ipsy Target Market in United States

A data profile of the people who buy, follow and care about ipsy in United States — modelled from more than twelve digital signal sources. ipsy has an estimated audience of 3,538,678 people in United States.

#3among Drugstore in United States#929among Brand in United States#186in Shopping

The average ipsy fan in United States is 34.3 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include FabFitFun, Kuala Lumpur, Sprouts Farmers Market, with strongest over-indexing on FabFitFun (13.54× the country average).

Demographically, the ipsy audience skews more female with an average age of 34.3, and over-indexes on personality traits such as Extroversion, Price Sensitivity.

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

The typical ipsy fan in United States is more female, around 34.3 years old, with strong Extroversion tendencies and a notable affinity for FabFitFun.

Category: Shopping · Type: Brand · Subtype: Drugstore

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 ipsy profile in United States.

Audience size
3.5M
in United States
Gender
95.6%♀
4.4% male
Age
34.3
average years
Country rank
#8930
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 ipsy

95.6% are female, 4.4% are male, average age 34.3.

Fig. 02

Gender split

95.6%
Female
4.4%
Male
Demographic split for ipsy audience in United States
MetricValue
Female95.6%
Male4.4%
Average age34.3
Estimated audience size3,538,678
Fig. 03

Age distribution

Ø 34.3
average years
Age distribution of the ipsy audience in United States
Age bracketShare%
16-1932%
20-2922%
30-3918%
40-4917%
50+11%
Fig. 04

Worldwide distribution

78.3%

of the worldwide ipsy audience comes from United States.

Worldwide audience distribution share by country for ipsy
CountryShare
United States78.3%
Mexico7.2%
Canada4.4%
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 ipsy audience in United States is strongest.

Fig. 05

Top regions by affinity

ipsy customers by region in United States
#RegionReachAffinity×
01West Virginia~30K1.78×
02Kentucky~70K1.50×
03Oklahoma~60K1.44×
04Missouri~80K1.39×
05Arkansas~40K1.34×
06Idaho~20K1.31×
07Mississippi~40K1.24×
08Tennessee~90K1.21×
09Kansas~30K1.21×
10New Mexico~20K1.20×
11Montana~10K1.19×
12Maine~10K1.16×
13Wyoming~6K1.15×
14Indiana~70K1.14×
15Ohio~100K1.13×
16Alabama~60K1.13×
17Louisiana~50K1.09×
18Oregon~40K1.09×
19South Dakota~9K1.09×
20Alaska~8K1.08×
21North Dakota~8K1.07×
22Iowa~30K1.06×
23Arizona~70K1.04×
24Nebraska~20K1.03×
25Michigan~90K1.00×
26Utah~30K0.98×
27Washington~70K0.97×
28Florida~200K0.95×
29Wisconsin~50K0.95×
30Texas~300K0.94×
31North Carolina~100K0.94×
32South Carolina~50K0.94×
33Vermont~6K0.92×
34Colorado~50K0.90×
35Nevada~30K0.90×
36Pennsylvania~100K0.88×
37New Hampshire~10K0.87×
38Minnesota~40K0.85×
39Georgia~90K0.83×
40Rhode Island~9K0.81×
41California~300K0.76×
42Illinois~90K0.76×
43Virginia~60K0.76×
44New York~100K0.74×
45Connecticut~30K0.74×
46Delaware~7K0.73×
47Massachusetts~50K0.72×
48New Jersey~60K0.65×
49Maryland~40K0.61×
50Hawaii~8K0.53×
Fig. 06

Affinity by region

Affinity by region — ipsy, United States
0.53×1.00×1.78×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for ipsy audience
#·InterestCategoryAffinity×
01Kuala LumpurTravel & Leisure14.81×
02FabFitFunShopping13.54×
03TuckernuckShopping10.67×
04ColourPopBeauty & Wellness10.48×
05American Furniture WarehouseShopping8.26×
06Rent the RunwayShopping8.14×
07Makeup brushBeauty & Wellness4.76×
08Sprouts Farmers MarketShopping4.05×
09Britney SpearsMusic & Radio2.87×
10ULTA BeautyBeauty & Wellness2.37×
11SephoraShopping2.32×
12Discount storesShopping2.31×
13Popeyes Louisiana KitchenFood & Beverages2.26×
14Five BelowShopping2.25×
15Personal careHealth2.00×
16Pizza HutFood & Beverages1.86×
17IKEAHome & Garden1.82×
18Hobby LobbyHome & Garden1.68×
19Beauty salonsBeauty & Wellness1.64×
20Target CorporationShopping1.54×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the ipsy 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 ipsy audience · What stands out
TraitClusterDeviationScore
ExtroversionTHRILL2.21×
Price SensitivityPREMIUM1.69×
IndulgenceJOY1.63×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by ipsy audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.72×
Risk AppetiteTHRILL0.77×
SustainabilityBALANCE0.81×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is ipsy's target market in United States?

ipsy's target market in United States covers an estimated 3,538,678 people, concentrated in California and Texas.

02

What is the gender split and age of ipsy customers?

95.6% of the ipsy audience are female, 4.4% are male, with an average age of 34.3 years.

03

Which brands do ipsy fans like most?

ipsy fans show strongest brand affinity for FabFitFun (13.54×), Kuala Lumpur (14.81×), and Sprouts Farmers Market (4.05×) over the country average.

04

Where do ipsy fans live in United States?

ipsy 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 ipsy fans also like?

Beyond ipsy itself, the audience over-indexes on Kuala Lumpur (14.81×), Sprouts Farmers Market (4.05×), Sephora (2.32×), and Britney Spears (2.87×) compared to the United States average.

Appendix

Explore more audiences

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

More Drugstore audiences in United States

See ipsy audiences in other countries

How to read this data

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