Rascasse Audience Intelligence

Maybelline Target Market in United States

A data profile of the people who buy, follow and care about Maybelline in United States — modelled from more than twelve digital signal sources. Maybelline has an estimated audience of 4,032,538 people in United States.

#32among Cosmetics in United States#823among Brand in United States#149in Beauty & Wellness

The average Maybelline fan in United States is 30.9 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Food and drink, Mobile payment, Rhianna (singer), with strongest over-indexing on Food and drink (1.7× the country average).

Demographically, the Maybelline audience skews more female with an average age of 30.9, and over-indexes on personality traits such as Extroversion, Design Affinity.

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

The typical Maybelline fan in United States is more female, around 30.9 years old, with strong Extroversion tendencies and a notable affinity for Food and drink.

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 Maybelline profile in United States.

Audience size
4M
in United States
Gender
84.4%♀
15.6% male
Age
30.9
average years
Country rank
#8003
Brand in United States
Fig. 01

Search interest · 12-month trend

-16%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Maybelline

84.4% are female, 15.6% are male, average age 30.9.

Fig. 02

Gender split

84.4%
Female
15.6%
Male
Demographic split for Maybelline audience in United States
MetricValue
Female84.4%
Male15.6%
Average age30.9
Estimated audience size4,032,538
Fig. 03

Age distribution

Ø 30.9
average years
Age distribution of the Maybelline audience in United States
Age bracketShare%
16-1942%
20-2923%
30-3917%
40-4913%
50+6%
Fig. 04

Worldwide distribution

17.2%

of the worldwide Maybelline audience comes from United States.

Worldwide audience distribution share by country for Maybelline
CountryShare
United States17.2%
India10.2%
United Kingdom4.6%
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 Maybelline audience in United States is strongest.

Fig. 05

Top regions by affinity

Maybelline customers by region in United States
#RegionReachAffinity×
01Wisconsin~200K3.28×
02Texas~500K1.56×
03Arkansas~50K1.44×
04California~600K1.37×
05Arizona~100K1.37×
06New Jersey~100K1.25×
07New York~300K1.21×
08New Mexico~20K1.19×
09Florida~300K1.16×
10Illinois~200K1.16×
11Nevada~40K1.10×
12Oklahoma~50K1.06×
13Georgia~100K1.04×
14Louisiana~50K1.03×
15Alabama~60K1.02×
16Michigan~100K1.01×
17Virginia~100K1.00×
18Tennessee~80K0.98×
19Washington~80K0.97×
20Utah~40K0.97×
21Maryland~70K0.96×
22Kentucky~50K0.96×
23Kansas~30K0.96×
24North Carolina~100K0.93×
25Connecticut~40K0.93×
26Vermont~7K0.93×
27Massachusetts~70K0.92×
28Colorado~60K0.92×
29Oregon~40K0.92×
30Mississippi~30K0.92×
31Rhode Island~10K0.91×
32Pennsylvania~100K0.88×
33Indiana~70K0.88×
34Nebraska~20K0.88×
35West Virginia~20K0.88×
36Delaware~10K0.88×
37Minnesota~50K0.87×
38Ohio~100K0.86×
39Idaho~20K0.85×
40Hawaii~10K0.85×
41Missouri~60K0.84×
42South Carolina~50K0.83×
43Iowa~30K0.81×
44Alaska~7K0.81×
45New Hampshire~10K0.79×
46North Dakota~6K0.77×
47Maine~10K0.76×
48Washington, District of Columbia~9K0.76×
49South Dakota~7K0.76×
50Montana~8K0.69×
Fig. 06

Affinity by region

Affinity by region — Maybelline, United States
0.69×1.00×3.28×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Maybelline audience
#·InterestCategoryAffinity×
01Mobile paymentBusiness & Career7.34×
02Rhianna (singer)Music & Radio6.94×
03Foundation (cosmetics)Beauty & Wellness5.60×
04Eye shadowBeauty & Wellness5.54×
05Eye linerBeauty & Wellness5.37×
06Eyelash extensionsBeauty & Wellness4.91×
07EyelashBeauty & Wellness4.01×
08Natural skin careBeauty & Wellness3.88×
09Hair ExtensionsBeauty & Wellness3.57×
10ULTA BeautyBeauty & Wellness3.39×
11Fashion NovaShopping3.39×
12Personal careHealth3.22×
13SephoraShopping2.76×
14Macy'sShopping2.71×
15Hair productsBeauty & Wellness2.17×
16ShoesFashion & Accessoires1.97×
17BeautyBeauty & Wellness1.75×
18BeveragesFood & Beverages1.74×
19Food and drinkFood & Beverages1.70×
20MoviesMovies & TV1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Maybelline 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 Maybelline audience · What stands out
TraitClusterDeviationScore
ExtroversionTHRILL2.21×
Design AffinityPREMIUM1.62×
IndulgenceJOY1.50×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Maybelline audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.47×
Need for SecurityCONSERVATISM0.63×
Risk AppetiteTHRILL0.72×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Maybelline's target market in United States?

Maybelline's target market in United States covers an estimated 4,032,538 people, concentrated in California and Texas.

02

What is the gender split and age of Maybelline customers?

84.4% of the Maybelline audience are female, 15.6% are male, with an average age of 30.9 years.

03

Which brands do Maybelline fans like most?

Maybelline fans show strongest brand affinity for Food and drink (1.7×), Mobile payment (7.34×), and Rhianna (singer) (6.94×) over the country average.

04

Where do Maybelline fans live in United States?

Maybelline fans in United States are most concentrated in California (reach ~600K), Texas (reach ~500K), and Florida (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Maybelline fans also like?

Beyond Maybelline itself, the audience over-indexes on Mobile payment (7.34×), Rhianna (singer) (6.94×), Personal care (3.22×), and Eyelash extensions (4.91×) compared to the United States average.

Appendix

Explore more audiences

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

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See Maybelline audiences in other countries

How to read this data

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