Rascasse Audience Intelligence

Mary Kay Target Market in United States

A data profile of the people who buy, follow and care about Mary Kay in United States — modelled from more than twelve digital signal sources. Mary Kay has an estimated audience of 1,994,776 people in United States.

#45among Cosmetics in United States#1453among Brand in United States#218in Beauty & Wellness

The average Mary Kay fan in United States is 38.2 years old, more female, and lives primarily in Texas.

The audience is concentrated in Texas, California, Florida.

Category: Beauty & Wellness · Type: Brand · 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 Mary Kay profile in United States.

Audience size
2M
in United States
Gender
82.7%♀
17.3% male
Age
38.2
average years
Country rank
#14269
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 Mary Kay

82.7% are female, 17.3% are male, average age 38.2.

Fig. 02

Gender split

82.7%
Female
17.3%
Male
Demographic split for Mary Kay audience in United States
MetricValue
Female82.7%
Male17.3%
Average age38.2
Estimated audience size1,994,776
Fig. 03

Age distribution

Ø 38.2
average years
Age distribution of the Mary Kay audience in United States
Age bracketShare%
16-1922%
20-2918%
30-3921%
40-4923%
50+16%
Fig. 04

Worldwide distribution

23.6%

of the worldwide Mary Kay audience comes from United States.

Worldwide audience distribution share by country for Mary Kay
CountryShare
Brazil29.6%
United States23.6%
Mexico10.8%
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 Mary Kay audience in United States is strongest.

Fig. 05

Top regions by affinity

Mary Kay customers by region in United States
#RegionReachAffinity×
01South Dakota~10K2.16×
02North Dakota~8K1.90×
03Nebraska~20K1.75×
04Kansas~20K1.59×
05Wyoming~4K1.53×
06West Virginia~10K1.40×
07Alabama~40K1.32×
08Kentucky~30K1.31×
09Iowa~20K1.31×
10Oklahoma~30K1.30×
11Indiana~50K1.29×
12Texas~200K1.26×
13Wisconsin~40K1.21×
14Missouri~40K1.20×
15North Carolina~70K1.18×
16Montana~6K1.14×
17South Carolina~30K1.10×
18Idaho~10K1.10×
19Louisiana~30K1.09×
20Ohio~60K1.07×
21Minnesota~30K1.07×
22Tennessee~40K1.06×
23Georgia~60K1.04×
24Virginia~50K1.03×
25Utah~20K1.02×
26Mississippi~20K1.02×
27Arkansas~20K1.00×
28Florida~100K0.91×
29Michigan~50K0.90×
30New Mexico~9K0.89×
31Pennsylvania~60K0.88×
32Maryland~30K0.88×
33Colorado~30K0.87×
34Delaware~5K0.86×
35Illinois~60K0.85×
36Oregon~20K0.74×
37Maine~5K0.71×
38New Hampshire~5K0.67×
39Alaska~3K0.67×
40Arizona~30K0.64×
41Washington~20K0.62×
42New York~70K0.61×
43New Jersey~30K0.61×
44Connecticut~10K0.61×
45Rhode Island~4K0.61×
46California~100K0.60×
47Nevada~10K0.60×
48Massachusetts~20K0.53×
49Washington, District of Columbia~3K0.53×
50Hawaii~3K0.41×
Fig. 06

Affinity by region

Affinity by region — Mary Kay, United States
0.41×1.00×2.16×
Appendix

Explore more audiences

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

More Cosmetics audiences in United States

See Mary Kay audiences in other countries

How to read this data

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

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →