Rascasse Audience Intelligence

Kiehl's Target Market in United States

A data profile of the people who buy, follow and care about Kiehl's in United States — modelled from more than twelve digital signal sources. Kiehl's has an estimated audience of 6,166,186 people in United States.

#4among Personal care in United States#579among Brand in United States#123in Beauty & Wellness

The average Kiehl's fan in United States is 37.9 years old, more female, and lives primarily in California.

The audience is concentrated in California, New York, Texas.

Top brand affinities include La Roche-Posay, Macy's, Papyrus, with strongest over-indexing on La Roche-Posay (20.9× the country average).

Demographically, the Kiehl's audience skews more female with an average age of 37.9, and over-indexes on personality traits such as Indulgence, Design Affinity.

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

The typical Kiehl's fan in United States is more female, around 37.9 years old, with strong Indulgence tendencies and a notable affinity for La Roche-Posay.

Category: Beauty & Wellness · Type: Brand · Subtype: Personal 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 Kiehl's profile in United States.

Audience size
6.2M
in United States
Gender
78.0%♀
22.0% male
Age
37.9
average years
Country rank
#5602
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 Kiehl's

78.0% are female, 22.0% are male, average age 37.9.

Fig. 02

Gender split

78.0%
Female
22.0%
Male
Demographic split for Kiehl's audience in United States
MetricValue
Female78.0%
Male22.0%
Average age37.9
Estimated audience size6,166,186
Fig. 03

Age distribution

Ø 37.9
average years
Age distribution of the Kiehl's audience in United States
Age bracketShare%
16-1924%
20-2920%
30-3918%
40-4919%
50+19%
Fig. 04

Worldwide distribution

24.7%

of the worldwide Kiehl's audience comes from United States.

Worldwide audience distribution share by country for Kiehl's
CountryShare
United States24.7%
United Kingdom6.6%
Taiwan6.2%
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 Kiehl's audience in United States is strongest.

Fig. 05

Top regions by affinity

Kiehl's customers by region in United States
#RegionReachAffinity×
01New York~1M3.38×
02California~1.5M2.32×
03Washington, District of Columbia~40K2.26×
04New Jersey~300K1.96×
05Massachusetts~200K1.89×
06Connecticut~100K1.53×
07Washington~200K1.49×
08Illinois~300K1.40×
09Oregon~100K1.36×
10Hawaii~40K1.36×
11Maryland~100K1.26×
12Virginia~200K1.19×
13Colorado~100K1.17×
14Texas~600K1.13×
15Pennsylvania~200K1.13×
16Nevada~60K1.06×
17Delaware~20K1.05×
18Georgia~200K1.04×
19Vermont~10K1.01×
20Rhode Island~20K1.00×
21Arizona~100K0.94×
22Minnesota~80K0.94×
23Florida~400K0.93×
24Michigan~100K0.91×
25New Hampshire~20K0.90×
26Maine~20K0.89×
27North Carolina~200K0.84×
28Utah~40K0.81×
29Alaska~10K0.80×
30Indiana~90K0.77×
31New Mexico~20K0.75×
32Louisiana~60K0.74×
33Montana~10K0.74×
34Tennessee~90K0.71×
35Idaho~20K0.71×
36Arkansas~40K0.69×
37Nebraska~20K0.68×
38North Dakota~9K0.68×
39Ohio~100K0.67×
40South Carolina~60K0.65×
41South Dakota~9K0.65×
42Kansas~30K0.64×
43Kentucky~50K0.63×
44Wisconsin~60K0.62×
45Oklahoma~40K0.62×
46Missouri~60K0.60×
47Alabama~50K0.59×
48Iowa~30K0.58×
49West Virginia~20K0.57×
50Mississippi~30K0.55×
Fig. 06

Affinity by region

Affinity by region — Kiehl's, United States
0.55×1.00×3.38×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Kiehl's audience
#·InterestCategoryAffinity×
01Paula's ChoiceBeauty & Wellness26.72×
02TatchaBeauty & Wellness25.16×
03Tree HutFashion & Accessoires22.66×
04La Roche-PosayBeauty & Wellness20.90×
05RubbermaidHome & Garden18.95×
06LongchampFashion & Accessoires17.87×
07Lip balmBeauty & Wellness8.87×
08BB creamBeauty & Wellness7.69×
09Midtown ManhattanTravel & Leisure6.99×
10PapyrusPolitics & Society6.74×
11Tory BurchFashion & Accessoires6.17×
12Banana RepublicFashion & Accessoires5.39×
13Macy'sShopping4.28×
14Personal careHealth3.05×
15Skin careBeauty & Wellness3.03×
16MarshallsFashion & Accessoires3.01×
17Men's clothingFashion & Accessoires2.83×
18Women's clothingFashion & Accessoires2.62×
19Hair productsBeauty & Wellness2.28×
20BeautyBeauty & Wellness1.75×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Kiehl's 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 Kiehl's audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.81×
Design AffinityPREMIUM1.80×
Luxury OrientationPREMIUM1.67×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Kiehl's audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.35×
Need for SecurityCONSERVATISM0.61×
Risk AppetiteTHRILL0.72×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Kiehl's's target market in United States?

Kiehl's's target market in United States covers an estimated 6,166,186 people, concentrated in California and New York.

02

What is the gender split and age of Kiehl's customers?

78.0% of the Kiehl's audience are female, 22.0% are male, with an average age of 37.9 years.

03

Which brands do Kiehl's fans like most?

Kiehl's fans show strongest brand affinity for La Roche-Posay (20.9×), Macy's (4.28×), and Papyrus (6.74×) over the country average.

04

Where do Kiehl's fans live in United States?

Kiehl's fans in United States are most concentrated in California (reach ~1.5M), New York (reach ~1M), and Texas (reach ~600K). These three regions account for the largest share of the active audience.

05

What other brands do Kiehl's fans also like?

Beyond Kiehl's itself, the audience over-indexes on Macy's (4.28×), Papyrus (6.74×), Paula's Choice (26.72×), and Longchamp (17.87×) compared to the United States average.

Appendix

Explore more audiences

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

More Personal care audiences in United States

See Kiehl's audiences in other countries

How to read this data

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