Rascasse Audience Intelligence

Shiseido Target Market in United States

A data profile of the people who buy, follow and care about Shiseido in United States — modelled from more than twelve digital signal sources. Shiseido has an estimated audience of 4,099,040 people in United States.

#31among Cosmetics in United States#807among Brand in United States#148in Beauty & Wellness

The average Shiseido fan in United States is 37.6 years old, more female, and lives primarily in California.

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

Top brand affinities include Aquaphor, Clarins, BB cream, with strongest over-indexing on Aquaphor (16.04× the country average).

Demographically, the Shiseido audience skews more female with an average age of 37.6, and over-indexes on personality traits such as Indulgence, Quality Awareness.

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

The typical Shiseido fan in United States is more female, around 37.6 years old, with strong Indulgence tendencies and a notable affinity for Aquaphor.

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 Shiseido profile in United States.

Audience size
4.1M
in United States
Gender
79.9%♀
20.1% male
Age
37.6
average years
Country rank
#7893
Brand in United States
Fig. 01

Search interest · 12-month trend

-9%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Shiseido

79.9% are female, 20.1% are male, average age 37.6.

Fig. 02

Gender split

79.9%
Female
20.1%
Male
Demographic split for Shiseido audience in United States
MetricValue
Female79.9%
Male20.1%
Average age37.6
Estimated audience size4,099,040
Fig. 03

Age distribution

Ø 37.6
average years
Age distribution of the Shiseido audience in United States
Age bracketShare%
16-1924%
20-2920%
30-3919%
40-4921%
50+16%
Fig. 04

Worldwide distribution

14.8%

of the worldwide Shiseido audience comes from United States.

Worldwide audience distribution share by country for Shiseido
CountryShare
Japan36.7%
United States14.8%
Italy6.2%
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 Shiseido audience in United States is strongest.

Fig. 05

Top regions by affinity

Shiseido customers by region in United States
#RegionReachAffinity×
01Hawaii~60K3.23×
02California~1.5M2.86×
03New Jersey~200K2.31×
04New York~500K2.19×
05Washington~100K1.76×
06Massachusetts~100K1.63×
07Nevada~60K1.52×
08Washington, District of Columbia~20K1.34×
09Texas~500K1.32×
10Maryland~90K1.31×
11Virginia~100K1.27×
12Florida~300K1.23×
13Illinois~200K1.22×
14Oregon~60K1.22×
15Connecticut~50K1.22×
16Arizona~90K1.08×
17Georgia~100K0.99×
18Minnesota~60K0.97×
19Rhode Island~10K0.95×
20Colorado~60K0.94×
21Alaska~8K0.94×
22Pennsylvania~100K0.93×
23New Hampshire~10K0.93×
24New Mexico~20K0.85×
25Delaware~10K0.85×
26North Carolina~100K0.84×
27Ohio~100K0.82×
28Oklahoma~40K0.81×
29Utah~30K0.81×
30Michigan~80K0.74×
31Vermont~5K0.74×
32Kansas~20K0.73×
33Tennessee~60K0.72×
34Indiana~50K0.71×
35Louisiana~40K0.68×
36Nebraska~10K0.68×
37Idaho~10K0.68×
38North Dakota~6K0.68×
39South Carolina~40K0.67×
40Missouri~40K0.66×
41Wisconsin~40K0.65×
42Arkansas~20K0.65×
43Maine~10K0.65×
44South Dakota~6K0.65×
45Montana~7K0.64×
46Kentucky~30K0.62×
47Iowa~20K0.61×
48West Virginia~10K0.60×
49Alabama~30K0.59×
50Mississippi~20K0.54×
Fig. 06

Affinity by region

Affinity by region — Shiseido, United States
0.54×1.00×3.23×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Shiseido audience
#·InterestCategoryAffinity×
01Innisfree (cosmetics brand)Beauty & Wellness18.74×
02Charles & KeithFashion & Accessoires16.62×
03AquaphorBeauty & Wellness16.04×
04AvèneBeauty & Wellness15.94×
05Pond'sBeauty & Wellness14.57×
06GuerlainBeauty & Wellness14.50×
07BiodermaBeauty & Wellness14.48×
08ClarinsBeauty & Wellness13.56×
09LaneigeBeauty & Wellness11.76×
10CaudalieBeauty & Wellness11.29×
11La Roche-PosayBeauty & Wellness9.72×
12Bobbi BrownBeauty & Wellness9.03×
13CC creamBeauty & Wellness8.57×
14BB creamBeauty & Wellness8.05×
15Kiehl'sBeauty & Wellness6.90×
16Foundation (cosmetics)Beauty & Wellness5.77×
17Anti-aging creamBeauty & Wellness4.01×
18ULTA BeautyBeauty & Wellness2.86×
19SephoraShopping2.43×
20Macy'sShopping2.09×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Shiseido 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 Shiseido audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.20×
Quality AwarenessPREMIUM1.14×
Luxury OrientationPREMIUM1.08×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Shiseido audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.40×
Risk AppetiteTHRILL0.58×
MindfulnessBALANCE0.65×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Shiseido's target market in United States?

Shiseido's target market in United States covers an estimated 4,099,040 people, concentrated in California and New York.

02

What is the gender split and age of Shiseido customers?

79.9% of the Shiseido audience are female, 20.1% are male, with an average age of 37.6 years.

03

Which brands do Shiseido fans like most?

Shiseido fans show strongest brand affinity for Aquaphor (16.04×), Clarins (13.56×), and BB cream (8.05×) over the country average.

04

Where do Shiseido fans live in United States?

Shiseido fans in United States are most concentrated in California (reach ~1.5M), New York (reach ~500K), and Texas (reach ~500K). These three regions account for the largest share of the active audience.

05

What other brands do Shiseido fans also like?

Beyond Shiseido itself, the audience over-indexes on Clarins (13.56×), BB cream (8.05×), Charles & Keith (16.62×), and La Roche-Posay (9.72×) compared to the United States average.

Appendix

Explore more audiences

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

More Cosmetics audiences in United States

See Shiseido audiences in other countries

How to read this data

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