Rascasse Audience Intelligence

Skims Target Market in United States

A data profile of the people who buy, follow and care about Skims in United States — modelled from more than twelve digital signal sources. Skims has an estimated audience of 14,611,650 people in United States.

#227among Brand in United States#115in Fashion & Accessoires

The average Skims fan in United States is 34.5 years old, more female, and lives primarily in California.

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

Top brand affinities include Calzedonia, TikTok, Do it yourself (DIY), with strongest over-indexing on Calzedonia (46.14× the country average).

Demographically, the Skims audience skews more female with an average age of 34.5, and over-indexes on personality traits such as Design Affinity, Mindfulness.

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

The typical Skims fan in United States is more female, around 34.5 years old, with strong Design Affinity tendencies and a notable affinity for Calzedonia.

Category: Fashion & Accessoires · Type: Brand

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 Skims profile in United States.

Audience size
14.6M
in United States
Gender
74.1%♀
25.9% male
Age
34.5
average years
Country rank
#2394
Brand in United States
Fig. 01

Search interest · 12-month trend

+4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Skims

74.1% are female, 25.9% are male, average age 34.5.

Fig. 02

Gender split

74.1%
Female
25.9%
Male
Demographic split for Skims audience in United States
MetricValue
Female74.1%
Male25.9%
Average age34.5
Estimated audience size14,611,650
Fig. 03

Age distribution

Ø 34.5
average years
Age distribution of the Skims audience in United States
Age bracketShare%
16-1933%
20-2921%
30-3918%
40-4916%
50+12%
Fig. 04

Worldwide distribution

54.3%

of the worldwide Skims audience comes from United States.

Worldwide audience distribution share by country for Skims
CountryShare
United States54.3%
United Kingdom6.9%
China4.7%
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 Skims audience in United States is strongest.

Fig. 05

Top regions by affinity

Skims customers by region in United States
#RegionReachAffinity×
01New York~1.5M1.82×
02Washington, District of Columbia~70K1.63×
03California~2M1.35×
04New Jersey~500K1.34×
05Massachusetts~400K1.33×
06Illinois~600K1.31×
07Connecticut~200K1.26×
08Georgia~600K1.24×
09Florida~1M1.19×
10Maryland~300K1.17×
11Rhode Island~50K1.16×
12Hawaii~70K1.13×
13Pennsylvania~500K1.09×
14Delaware~40K1.09×
15Nevada~100K1.07×
16Louisiana~200K1.06×
17Arizona~300K1.04×
18Alabama~200K1.04×
19Mississippi~100K1.04×
20Michigan~400K1.03×
21Virginia~400K1.03×
22Minnesota~200K0.99×
23Texas~1M0.98×
24South Carolina~200K0.97×
25North Dakota~30K0.95×
26Tennessee~300K0.94×
27Missouri~200K0.94×
28North Carolina~400K0.93×
29Washington~300K0.93×
30Wisconsin~200K0.93×
31Oregon~200K0.93×
32Ohio~400K0.92×
33Utah~100K0.92×
34New Hampshire~50K0.92×
35Indiana~200K0.90×
36Colorado~200K0.90×
37Montana~30K0.86×
38Maine~40K0.85×
39Vermont~20K0.84×
40Iowa~100K0.83×
41Nebraska~60K0.83×
42Kentucky~100K0.80×
43Arkansas~90K0.79×
44Idaho~60K0.79×
45Alaska~20K0.79×
46Oklahoma~100K0.75×
47South Dakota~20K0.74×
48Kansas~80K0.73×
49West Virginia~50K0.73×
50New Mexico~50K0.72×
Fig. 06

Affinity by region

Affinity by region — Skims, United States
0.72×1.00×1.82×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Skims audience
#·InterestCategoryAffinity×
01CalzedoniaFashion & Accessoires46.14×
02International educationBusiness & Career6.73×
03Kendall JennerFashion & Accessoires5.40×
04Tory BurchFashion & Accessoires2.72×
05Ariana GrandeMusic & Radio2.38×
06Louis VuittonFashion & Accessoires2.01×
07Personal careHealth1.93×
08HandbagsFashion & Accessoires1.86×
09NordstromShopping1.85×
10ULTA BeautyBeauty & Wellness1.83×
11SephoraShopping1.78×
12Trader Joe'sShopping1.68×
13TikTokInternet & Social Media1.67×
14Beauty salonsBeauty & Wellness1.66×
15TMZInternet & Social Media1.64×
16TrousersFashion & Accessoires1.58×
17Do it yourself (DIY)Home & Garden1.55×
18IKEAHome & Garden1.55×
19HairstyleBeauty & Wellness1.53×
20Skin careBeauty & Wellness1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Skims 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 Skims audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.59×
MindfulnessBALANCE1.51×
IndulgenceJOY1.51×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Skims audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.84×
Family OrientationCONSERVATISM0.92×
IndividualismJOY1.00×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Skims's target market in United States?

Skims's target market in United States covers an estimated 14,611,650 people, concentrated in California and New York.

02

What is the gender split and age of Skims customers?

74.1% of the Skims audience are female, 25.9% are male, with an average age of 34.5 years.

03

Which brands do Skims fans like most?

Skims fans show strongest brand affinity for Calzedonia (46.14×), TikTok (1.67×), and Do it yourself (DIY) (1.55×) over the country average.

04

Where do Skims fans live in United States?

Skims fans in United States are most concentrated in California (reach ~2M), New York (reach ~1.5M), and Texas (reach ~1M). These three regions account for the largest share of the active audience.

05

What other brands do Skims fans also like?

Beyond Skims itself, the audience over-indexes on TikTok (1.67×), Do it yourself (DIY) (1.55×), Kendall Jenner (5.4×), and Beauty salons (1.66×) compared to the United States average.

Appendix

Explore more audiences

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

More Fashion & Accessoires audiences in United States

See Skims audiences in other countries

How to read this data

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

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →