Rascasse Audience Intelligence

Personal care Audience in United States

A data profile of the people who buy, follow and care about Personal care in United States — modelled from more than twelve digital signal sources. Personal care has an estimated audience of 49,420,251 people in United States.

#298among Topic in United States#8in Health

The average Personal care fan in United States is 41.0 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Pennsylvania.

Top brand affinities include Sephora, Natural skin care, Beauty, with strongest over-indexing on Sephora (3.38× the country average).

Demographically, the Personal care audience skews more female with an average age of 41.0, and over-indexes on personality traits such as Mindfulness, Extroversion.

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

The typical Personal care fan in United States is more female, around 41.0 years old, with strong Mindfulness tendencies and a notable affinity for Sephora.

Category: Health · Type: Topic

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 Personal care profile in United States.

Audience size
49.4M
in United States
Gender
65.0%♀
35.0% male
Age
41.0
average years
Country rank
#409
Topic in United States
Fig. 01

Search interest · 12-month trend

+172%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Personal care fans

65.0% are female, 35.0% are male, average age 41.0.

Fig. 02

Gender split

65.0%
Female
35.0%
Male
Demographic split for Personal care audience in United States
MetricValue
Female65.0%
Male35.0%
Average age41.0
Estimated audience size49,420,251
Fig. 03

Age distribution

Ø 41.0
average years
Age distribution of the Personal care audience in United States
Age bracketShare%
16-1917%
20-2918%
30-3919%
40-4921%
50+25%
Fig. 04

Worldwide distribution

14.9%

of the worldwide Personal care audience comes from United States.

Worldwide audience distribution share by country for Personal care
CountryShare
United States14.9%
Brazil6.8%
Italy5.5%
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 Personal care audience in United States is strongest.

Fig. 05

Top regions by affinity

Personal care fans by region: top regions in United States
#RegionReachAffinity×
01Alaska~400K4.02×
02Maine~500K3.02×
03South Carolina~1.5M2.22×
04Maryland~1.5M1.83×
05Michigan~2M1.73×
06Connecticut~800K1.67×
07Nevada~800K1.64×
08Pennsylvania~2.5M1.53×
09North Carolina~2M1.36×
10Ohio~2M1.33×
11New Jersey~1.5M1.29×
12Tennessee~1.5M1.27×
13Virginia~1.5M1.26×
14New Mexico~300K1.11×
15Mississippi~400K1.03×
16Illinois~1.5M0.98×
17Wisconsin~700K0.98×
18Massachusetts~900K0.97×
19Arkansas~400K0.96×
20Georgia~1.5M0.94×
21Missouri~700K0.93×
22Iowa~400K0.92×
23Colorado~700K0.91×
24California~5M0.90×
25Minnesota~600K0.85×
26Kentucky~500K0.85×
27Delaware~100K0.85×
28Montana~100K0.84×
29Rhode Island~100K0.83×
30West Virginia~200K0.81×
31Indiana~700K0.80×
32Idaho~200K0.79×
33Arizona~800K0.78×
34Kansas~300K0.77×
35South Dakota~90K0.75×
36North Dakota~80K0.75×
37Vermont~70K0.75×
38Alabama~500K0.74×
39Oklahoma~400K0.74×
40New Hampshire~100K0.74×
41Texas~3M0.73×
42Florida~2.5M0.71×
43Louisiana~500K0.71×
44Hawaii~100K0.70×
45Nebraska~200K0.69×
46Washington, District of Columbia~100K0.66×
47New York~2M0.64×
48Oregon~400K0.64×
49Utah~300K0.62×
50Washington~600K0.57×
Fig. 06

Affinity by region

Affinity by region — Personal care, United States
0.57×1.00×4.02×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Personal care audience
#·InterestCategoryAffinity×
01Natural skin careBeauty & Wellness4.36×
02Anti-aging creamBeauty & Wellness3.80×
03Nail salonBeauty & Wellness3.60×
04Eyelash extensionsBeauty & Wellness3.56×
05PedicureBeauty & Wellness3.52×
06Hair ExtensionsBeauty & Wellness3.51×
07Nail polishBeauty & Wellness3.50×
08SephoraShopping3.38×
09ManicureBeauty & Wellness3.25×
10Fashion NovaShopping3.17×
11ULTA BeautyBeauty & Wellness2.96×
12Self-loveHealth2.47×
13Skin careBeauty & Wellness2.22×
14Macy'sShopping2.15×
15MarshallsFashion & Accessoires2.13×
16BoutiquesFashion & Accessoires1.99×
17Beauty salonsBeauty & Wellness1.91×
18Kohl'sShopping1.87×
19BeautyBeauty & Wellness1.75×
20SpotifyInternet & Social Media1.56×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Personal care 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 Personal care audience · What stands out
TraitClusterDeviationScore
MindfulnessBALANCE1.54×
ExtroversionTHRILL1.44×
Design AffinityPREMIUM1.37×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Personal care audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.47×
Need for SecurityCONSERVATISM0.71×
Career OrientationPOWER0.86×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Personal care have in United States?

Personal care has an estimated audience of 49,420,251 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Personal care fans?

65.0% of Personal care fans are female, 35.0% are male, with an average age of 41.0 years.

03

Which brands do Personal care fans like most?

Personal care fans show strongest brand affinity for Sephora (3.38×), Natural skin care (4.36×), and Beauty (1.75×) over the country average.

04

Where do Personal care fans live in United States?

Personal care fans in United States are most concentrated in California (reach ~5M), Texas (reach ~3M), and Pennsylvania (reach ~2.5M). These three regions account for the largest share of the active audience.

05

What other brands do Personal care fans also like?

Beyond Personal care itself, the audience over-indexes on Natural skin care (4.36×), Beauty (1.75×), Fashion Nova (3.17×), and Hair Extensions (3.51×) compared to the United States average.

Appendix

Explore more audiences

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

More Health audiences in United States

See Personal care audiences in other countries

How to read this data

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