Rascasse Audience Intelligence

Keratin Audience in United States

A data profile of the people who buy, follow and care about Keratin in United States — modelled from more than twelve digital signal sources. Keratin has an estimated audience of 19,378,084 people in United States.

#9among Hair in United States#1174among Topic in United States#43in Beauty & Wellness

The average Keratin fan in United States is 36.2 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Health And Beauty, Music, Makeup Tutorials, with strongest over-indexing on Health And Beauty (4.69× the country average).

Demographically, the Keratin audience skews more female with an average age of 36.2, and over-indexes on personality traits such as Luxury Orientation, Healthy Lifestyle.

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

The typical Keratin fan in United States is more female, around 36.2 years old, with strong Luxury Orientation tendencies and a notable affinity for Health And Beauty.

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 Keratin profile in United States.

Audience size
19.4M
in United States
Gender
76.6%♀
23.4% male
Age
36.2
average years
Country rank
#1707
Topic in United States
Fig. 01

Search interest · 12-month trend

+3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Keratin fans

76.6% are female, 23.4% are male, average age 36.2.

Fig. 02

Gender split

76.6%
Female
23.4%
Male
Demographic split for Keratin audience in United States
MetricValue
Female76.6%
Male23.4%
Average age36.2
Estimated audience size19,378,084
Fig. 03

Age distribution

Ø 36.2
average years
Age distribution of the Keratin audience in United States
Age bracketShare%
16-1927%
20-2921%
30-3919%
40-4918%
50+15%
Fig. 04

Worldwide distribution

18.4%

of the worldwide Keratin audience comes from United States.

Worldwide audience distribution share by country for Keratin
CountryShare
United States18.4%
Japan12.8%
Brazil5.3%
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 Keratin audience in United States is strongest.

Fig. 05

Top regions by affinity

Keratin fans by region: top regions in United States
#RegionReachAffinity×
01Texas~2M1.21×
02California~2.5M1.17×
03Georgia~700K1.14×
04Florida~1.5M1.12×
05New York~1M1.09×
06Louisiana~300K1.08×
07Mississippi~200K1.08×
08Connecticut~200K1.07×
09Hawaii~90K1.07×
10Washington~400K1.06×
11Alabama~300K1.06×
12Oregon~200K1.06×
13Oklahoma~200K1.06×
14North Carolina~600K1.05×
15Nevada~200K1.05×
16Virginia~500K1.04×
17Massachusetts~400K1.04×
18Kansas~200K1.04×
19Kentucky~300K1.03×
20West Virginia~90K1.03×
21Illinois~700K1.02×
22South Carolina~300K1.02×
23Pennsylvania~700K1.01×
24New Jersey~500K1.01×
25Maryland~300K1.01×
26Arkansas~200K1.01×
27New Mexico~100K1.01×
28Michigan~500K1.00×
29Arizona~400K1.00×
30Utah~200K0.99×
31Missouri~300K0.97×
32Nebraska~90K0.97×
33Tennessee~400K0.96×
34Indiana~300K0.96×
35Minnesota~300K0.96×
36Idaho~90K0.96×
37Rhode Island~60K0.96×
38Maine~70K0.95×
39Alaska~40K0.95×
40North Dakota~40K0.95×
41Ohio~600K0.94×
42South Dakota~40K0.94×
43Wisconsin~300K0.93×
44Delaware~50K0.93×
45Vermont~30K0.93×
46Iowa~100K0.92×
47New Hampshire~70K0.90×
48Colorado~300K0.89×
49Washington, District of Columbia~50K0.88×
50Montana~50K0.88×
Fig. 06

Affinity by region

Affinity by region — Keratin, United States
0.88×1.00×1.21×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Keratin audience
#·InterestCategoryAffinity×
01Beauty & FashionBeauty & Wellness4.92×
02Health And BeautyBeauty & Wellness4.69×
03Makeup TutorialsBeauty & Wellness4.45×
04Hair ironBeauty & Wellness3.84×
05Human hair growthHealth3.49×
06Hair follicleBeauty & Wellness3.44×
07Curly HairBeauty & Wellness3.40×
08Lace wigBeauty & Wellness2.77×
09Hair ExtensionsBeauty & Wellness2.70×
10Walt Disney WorldTravel & Leisure2.04×
11EnergyHome & Garden1.99×
12Macy'sShopping1.99×
13HairstyleBeauty & Wellness1.87×
14MammalPets & Animals1.83×
15ParentKids & Family1.69×
16Popular musicMusic & Radio1.67×
17CelebrityMovies & TV1.58×
18MusicBusiness & Career1.55×
19SportsSports1.52×
20EntertainmentMovies & TV1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the 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 Keratin audience · What stands out
TraitClusterDeviationScore
Luxury OrientationPREMIUM1.42×
Healthy LifestyleBALANCE1.35×
Urban LifestyleOPEN1.31×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Keratin audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.79×
DIY MentalityTHRILL0.81×
Risk AppetiteTHRILL0.83×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Keratin have in United States?

Keratin has an estimated audience of 19,378,084 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Keratin fans?

76.6% of Keratin fans are female, 23.4% are male, with an average age of 36.2 years.

03

Which brands do Keratin fans like most?

Keratin fans show strongest brand affinity for Health And Beauty (4.69×), Music (1.55×), and Makeup Tutorials (4.45×) over the country average.

04

Where do Keratin fans live in United States?

Keratin fans in United States are most concentrated in California (reach ~2.5M), Texas (reach ~2M), and Florida (reach ~1.5M). These three regions account for the largest share of the active audience.

05

What other brands do Keratin fans also like?

Beyond Keratin itself, the audience over-indexes on Music (1.55×), Makeup Tutorials (4.45×), Sports (1.52×), and Beauty & Fashion (4.92×) 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 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 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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