Rascasse Audience Intelligence

Pura Vida Target Market in United States

A data profile of the people who buy, follow and care about Pura Vida in United States — modelled from more than twelve digital signal sources. Pura Vida has an estimated audience of 1,870,887 people in United States.

#10among Jewelry in United States#1542among Brand in United States#665in Fashion & Accessoires

The average Pura Vida fan in United States is 38.8 years old, more female, and lives primarily in Florida.

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

Top brand affinities include Barbie, Vincent Cassel, Gus Kenworthy, with strongest over-indexing on Barbie (35.11× the country average).

Demographically, the Pura Vida audience skews more female with an average age of 38.8, and over-indexes on personality traits such as Creativity, Community Orientation.

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

The typical Pura Vida fan in United States is more female, around 38.8 years old, with strong Creativity tendencies and a notable affinity for Barbie.

Category: Fashion & Accessoires · Type: Brand · Subtype: Jewelry

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 Pura Vida profile in United States.

Audience size
1.9M
in United States
Gender
85.9%♀
14.1% male
Age
38.8
average years
Country rank
#15023
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 Pura Vida

85.9% are female, 14.1% are male, average age 38.8.

Fig. 02

Gender split

85.9%
Female
14.1%
Male
Demographic split for Pura Vida audience in United States
MetricValue
Female85.9%
Male14.1%
Average age38.8
Estimated audience size1,870,887
Fig. 03

Age distribution

Ø 38.8
average years
Age distribution of the Pura Vida audience in United States
Age bracketShare%
16-1920%
20-2917%
30-3923%
40-4926%
50+14%
Fig. 04

Worldwide distribution

41.0%

of the worldwide Pura Vida audience comes from United States.

Worldwide audience distribution share by country for Pura Vida
CountryShare
United States41.0%
Brazil21.0%
Spain12.2%
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 Pura Vida audience in United States is strongest.

Fig. 05

Top regions by affinity

Pura Vida customers by region in United States
#RegionReachAffinity×
01Florida~800K5.95×
02New York~200K2.26×
03New Jersey~70K1.48×
04North Carolina~80K1.40×
05Maryland~40K1.15×
06Pennsylvania~70K1.14×
07South Carolina~30K1.12×
08West Virginia~10K1.12×
09Virginia~50K1.08×
10Utah~20K1.06×
11Maine~7K1.01×
12Idaho~10K1.00×
13Iowa~20K0.99×
14New Hampshire~7K0.99×
15Montana~5K0.99×
16Ohio~60K0.97×
17Wisconsin~30K0.97×
18Vermont~3K0.97×
19Tennessee~40K0.96×
20Minnesota~30K0.95×
21Kentucky~20K0.95×
22Michigan~50K0.93×
23South Dakota~4K0.93×
24California~200K0.92×
25Nebraska~9K0.91×
26Connecticut~20K0.90×
27Delaware~5K0.90×
28North Dakota~4K0.90×
29Alabama~20K0.89×
30Indiana~30K0.88×
31Georgia~50K0.86×
32Washington, District of Columbia~5K0.86×
33Missouri~30K0.85×
34Louisiana~20K0.84×
35Arizona~30K0.83×
36Kansas~10K0.83×
37Massachusetts~30K0.81×
38Colorado~20K0.81×
39Arkansas~10K0.80×
40Oklahoma~20K0.78×
41Mississippi~10K0.78×
42Oregon~20K0.77×
43Rhode Island~5K0.75×
44Hawaii~6K0.72×
45Illinois~40K0.70×
46Texas~100K0.66×
47Alaska~3K0.65×
48Washington~20K0.63×
49Nevada~10K0.52×
50New Mexico~5K0.50×
Fig. 06

Affinity by region

Affinity by region — Pura Vida, United States
0.50×1.00×5.95×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Pura Vida audience
#·InterestCategoryAffinity×
01Torstein HorgmoSports184.93×
02Hannah TeterSports175.12×
03Gus KenworthySports81.65×
04Niki de Saint PhalleArts & Culture80.28×
05Vincent CasselMovies & TV67.97×
06BarbieMovies & TV35.11×
07BaubleBarShopping18.11×
08Claire'sFashion & Accessoires15.21×
09Guillaume CanetMovies & TV14.89×
10Chocolate (2008 film)Movies & TV13.64×
11John LithgowMovies & TV10.64×
12Altar'd StateShopping10.28×
13Costa RicaTravel & Leisure9.50×
14Catherine O'HaraMovies & TV6.95×
15Aerie (American Eagle Outfitters)Brand4.32×
16San DiegoTravel & Leisure4.29×
17BraceletFashion & Accessoires3.46×
18Five BelowShopping3.02×
19Hobby LobbyHome & Garden2.23×
20Kohl'sShopping2.03×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Pura Vida 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 Pura Vida audience · What stands out
TraitClusterDeviationScore
CreativityOPEN1.50×
Community OrientationOPEN1.48×
ExtroversionTHRILL1.41×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Pura Vida audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.76×
PatriotismCONSERVATISM0.78×
Risk AppetiteTHRILL0.82×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Pura Vida's target market in United States?

Pura Vida's target market in United States covers an estimated 1,870,887 people, concentrated in Florida and New York.

02

What is the gender split and age of Pura Vida customers?

85.9% of the Pura Vida audience are female, 14.1% are male, with an average age of 38.8 years.

03

Which brands do Pura Vida fans like most?

Pura Vida fans show strongest brand affinity for Barbie (35.11×), Vincent Cassel (67.97×), and Gus Kenworthy (81.65×) over the country average.

04

Where do Pura Vida fans live in United States?

Pura Vida fans in United States are most concentrated in Florida (reach ~800K), New York (reach ~200K), and California (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Pura Vida fans also like?

Beyond Pura Vida itself, the audience over-indexes on Vincent Cassel (67.97×), Gus Kenworthy (81.65×), Catherine O'Hara (6.95×), and Hannah Teter (175.12×) 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 Pura Vida audiences in other countries

How to read this data

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