Rascasse Audience Intelligence

Joico Target Market in United States

A data profile of the people who buy, follow and care about Joico in United States — modelled from more than twelve digital signal sources. Joico has an estimated audience of 312,295 people in United States.

#31among Hair care in United States#4893among Brand in United States#476in Beauty & Wellness

The average Joico fan in United States is 33.8 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Wella, Redken, schwarzkopf, with strongest over-indexing on Wella (156× the country average).

Demographically, the Joico audience skews more female with an average age of 33.8, and over-indexes on personality traits such as Indulgence, Pet Ownership.

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

The typical Joico fan in United States is more female, around 33.8 years old, with strong Indulgence tendencies and a notable affinity for Wella.

Category: Beauty & Wellness · Type: Brand · Subtype: Hair care

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 Joico profile in United States.

Audience size
312K
in United States
Gender
75.8%♀
24.2% male
Age
33.8
average years
Country rank
#47337
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 Joico

75.8% are female, 24.2% are male, average age 33.8.

Fig. 02

Gender split

75.8%
Female
24.2%
Male
Demographic split for Joico audience in United States
MetricValue
Female75.8%
Male24.2%
Average age33.8
Estimated audience size312,295
Fig. 03

Age distribution

Ø 33.8
average years
Age distribution of the Joico audience in United States
Age bracketShare%
16-1931%
20-2924%
30-3919%
40-4916%
50+9%
Fig. 04

Worldwide distribution

36.1%

of the worldwide Joico audience comes from United States.

Worldwide audience distribution share by country for Joico
CountryShare
United States36.1%
Brazil27.6%
Germany5.5%
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 Joico audience in United States is strongest.

Fig. 05

Top regions by affinity

Joico customers by region in United States
#RegionReachAffinity×
01Kentucky~6K1.47×
02Oklahoma~5K1.42×
03Kansas~3K1.40×
04Arkansas~4K1.36×
05Mississippi~3K1.35×
06Louisiana~5K1.33×
07Texas~30K1.22×
08Tennessee~7K1.18×
09Missouri~6K1.18×
10Florida~20K1.15×
11Nevada~3K1.13×
12Arizona~7K1.11×
13Connecticut~4K1.11×
14California~40K1.10×
15Indiana~6K1.08×
16North Dakota<1K1.08×
17Massachusetts~7K1.07×
18New Mexico~2K1.07×
19South Dakota<1K1.06×
20Utah~3K1.05×
21Illinois~10K1.04×
22Ohio~10K1.03×
23Iowa~3K1.03×
24North Carolina~10K1.02×
25Idaho~2K1.01×
26Nebraska~2K1.01×
27West Virginia~1K1.00×
28South Carolina~5K0.97×
29Alabama~4K0.97×
30Colorado~5K0.94×
31New Hampshire~1K0.93×
32Pennsylvania~10K0.91×
33Virginia~7K0.90×
34Montana<1K0.89×
35Georgia~9K0.88×
36Washington~6K0.88×
37Maryland~5K0.87×
38Oregon~3K0.87×
39Rhode Island<1K0.87×
40Delaware<1K0.87×
41Alaska<1K0.87×
42Wisconsin~4K0.86×
43Vermont<1K0.86×
44New York~10K0.84×
45Hawaii~1K0.84×
46Maine<1K0.83×
47Michigan~7K0.82×
48Minnesota~4K0.79×
49New Jersey~6K0.78×
50Washington, District of Columbia<1K0.78×
Fig. 06

Affinity by region

Affinity by region — Joico, United States
0.78×1.00×1.47×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Joico audience
#·InterestCategoryAffinity×
01schwarzkopfBeauty & Wellness211.17×
02WellaBeauty & Wellness156.00×
03RedkenBeauty & Wellness106.00×
04MoroccanoilHealth56.28×
05Belgium national football teamSports41.97×
06WeledaBeauty & Wellness34.18×
07BiodermaBeauty & Wellness30.63×
08BB creamBeauty & Wellness26.39×
09La Roche-PosayBeauty & Wellness24.51×
10Al Nassr FCSports20.61×
11Hair CutteryBeauty & Wellness19.07×
12White ChicksMovies & TV18.67×
13CC creamBeauty & Wellness18.15×
14NiveaBeauty & Wellness16.40×
15Face powderBeauty & Wellness9.38×
16Hair ExtensionsBeauty & Wellness9.24×
17CVS PharmacyShopping6.13×
18WalgreensShopping4.28×
19NordstromShopping3.52×
20Home AppliancesHome & Garden3.23×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Joico 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 Joico audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY5.96×
Pet OwnershipJOY3.49×
Luxury OrientationPREMIUM2.10×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Joico audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.49×
Need for SecurityCONSERVATISM0.78×
Early Adopter MentalityPOWER0.90×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Joico's target market in United States?

Joico's target market in United States covers an estimated 312,295 people, concentrated in California and Texas.

02

What is the gender split and age of Joico customers?

75.8% of the Joico audience are female, 24.2% are male, with an average age of 33.8 years.

03

Which brands do Joico fans like most?

Joico fans show strongest brand affinity for Wella (156×), Redken (106×), and schwarzkopf (211.17×) over the country average.

04

Where do Joico fans live in United States?

Joico fans in United States are most concentrated in California (reach ~40K), Texas (reach ~30K), and Florida (reach ~20K). These three regions account for the largest share of the active audience.

05

What other brands do Joico fans also like?

Beyond Joico itself, the audience over-indexes on Redken (106×), schwarzkopf (211.17×), BB cream (26.39×), and Moroccanoil (56.28×) compared to the United States average.

Appendix

Explore more audiences

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

More Hair care audiences in United States

See Joico audiences in other countries

How to read this data

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