Rascasse Audience Intelligence

Rituals Target Market in United States

A data profile of the people who buy, follow and care about Rituals in United States — modelled from more than twelve digital signal sources. Rituals has an estimated audience of 1,117,415 people in United States.

#16among Beauty in United States#2237among Brand in United States#294in Beauty & Wellness

The average Rituals fan in United States is 34.1 years old, more female, and lives primarily in California.

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

Top brand affinities include Super Size Me, Pinky and the Brain, Yves Rocher (company), with strongest over-indexing on Super Size Me (50.14× the country average).

Demographically, the Rituals audience skews more female with an average age of 34.1, and over-indexes on personality traits such as Indulgence, Luxury Orientation.

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

The typical Rituals fan in United States is more female, around 34.1 years old, with strong Indulgence tendencies and a notable affinity for Super Size Me.

Category: Beauty & Wellness · Type: Brand · Subtype: Beauty

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 Rituals profile in United States.

Audience size
1.1M
in United States
Gender
81.1%♀
18.9% male
Age
34.1
average years
Country rank
#21945
Brand in United States
Fig. 01

Search interest · 12-month trend

+14%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Rituals

81.1% are female, 18.9% are male, average age 34.1.

Fig. 02

Gender split

81.1%
Female
18.9%
Male
Demographic split for Rituals audience in United States
MetricValue
Female81.1%
Male18.9%
Average age34.1
Estimated audience size1,117,415
Fig. 03

Age distribution

Ø 34.1
average years
Age distribution of the Rituals audience in United States
Age bracketShare%
16-1933%
20-2922%
30-3917%
40-4916%
50+12%
Fig. 04

Worldwide distribution

3.0%

of the worldwide Rituals audience comes from United States.

Worldwide audience distribution share by country for Rituals
CountryShare
Germany22.4%
France13.5%
Netherlands11.8%
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 Rituals audience in United States is strongest.

Fig. 05

Top regions by affinity

Rituals customers by region in United States
#RegionReachAffinity×
01South Carolina~30K1.54×
02California~200K1.49×
03Maryland~30K1.49×
04Indiana~30K1.46×
05New York~80K1.38×
06Massachusetts~30K1.28×
07Washington, District of Columbia~4K1.20×
08Montana~4K1.19×
09New Jersey~30K1.18×
10Illinois~40K1.13×
11Washington~20K1.11×
12Hawaii~5K1.11×
13North Carolina~40K1.08×
14Virginia~30K1.06×
15Utah~10K1.06×
16Maine~4K1.05×
17Texas~100K1.04×
18Georgia~30K1.02×
19Colorado~20K1.02×
20Rhode Island~4K1.01×
21Alabama~20K1.00×
22Alaska~2K0.99×
23Oregon~10K0.98×
24Connecticut~10K0.96×
25Idaho~5K0.95×
26Vermont~2K0.94×
27Florida~70K0.93×
28Pennsylvania~30K0.93×
29Tennessee~20K0.93×
30New Hampshire~4K0.93×
31Ohio~30K0.92×
32Kansas~8K0.92×
33North Dakota~2K0.91×
34Michigan~30K0.89×
35Minnesota~10K0.88×
36Louisiana~10K0.87×
37Nevada~9K0.87×
38Iowa~8K0.86×
39Delaware~3K0.86×
40South Dakota~2K0.86×
41Kentucky~10K0.85×
42Oklahoma~10K0.85×
43Mississippi~8K0.85×
44Arizona~20K0.84×
45Arkansas~8K0.84×
46Nebraska~5K0.84×
47New Mexico~5K0.83×
48Missouri~10K0.79×
49Wisconsin~10K0.79×
50West Virginia~4K0.74×
Fig. 06

Affinity by region

Affinity by region — Rituals, United States
0.74×1.00×1.54×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Rituals audience
#·InterestCategoryAffinity×
01Yves Rocher (company)Beauty & Wellness108.60×
02Super Size MeMovies & TV50.14×
03LCD SoundsystemMusic & Radio39.43×
04Pinky and the BrainMovies & TV38.29×
05Soho House (club)Business & Career17.98×
06AvèneBeauty & Wellness17.91×
07L'Occitane en ProvenceBeauty & Wellness15.45×
08LongchampFashion & Accessoires13.13×
09KérastaseBeauty & Wellness11.70×
10BB creamBeauty & Wellness8.08×
11CVS PharmacyShopping5.42×
12Scooby-DooMovies & TV5.13×
13Bath and BodyworksShopping3.73×
14MoisturizerHome & Garden3.36×
15WalgreensShopping3.02×
16Trader Joe'sShopping2.97×
17ULTA BeautyBeauty & Wellness2.88×
18Personal careHealth2.58×
19Target CorporationShopping2.19×
20Do it yourself (DIY)Home & Garden1.88×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Rituals 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 Rituals audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY2.50×
Luxury OrientationPREMIUM1.85×
Pet OwnershipJOY1.79×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Rituals audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.85×
Need for SecurityCONSERVATISM0.93×
IndividualismJOY0.95×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Rituals's target market in United States?

Rituals's target market in United States covers an estimated 1,117,415 people, concentrated in California and Texas.

02

What is the gender split and age of Rituals customers?

81.1% of the Rituals audience are female, 18.9% are male, with an average age of 34.1 years.

03

Which brands do Rituals fans like most?

Rituals fans show strongest brand affinity for Super Size Me (50.14×), Pinky and the Brain (38.29×), and Yves Rocher (company) (108.6×) over the country average.

04

Where do Rituals fans live in United States?

Rituals fans in United States are most concentrated in California (reach ~200K), Texas (reach ~100K), and New York (reach ~80K). These three regions account for the largest share of the active audience.

05

What other brands do Rituals fans also like?

Beyond Rituals itself, the audience over-indexes on Pinky and the Brain (38.29×), Yves Rocher (company) (108.6×), CVS Pharmacy (5.42×), and LCD Soundsystem (39.43×) compared to the United States average.

Appendix

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How to read this data

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