Rascasse Audience Intelligence

ULTA Beauty Target Market in United States

A data profile of the people who buy, follow and care about ULTA Beauty in United States — modelled from more than twelve digital signal sources. ULTA Beauty has an estimated audience of 36,526,982 people in United States.

#2among Cosmetics in United States#71among Brand in United States#12in Beauty & Wellness

The average ULTA Beauty fan in United States is 35.9 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Macy's, Food and drink, Culture, with strongest over-indexing on Macy's (3.01× the country average).

Demographically, the ULTA Beauty audience skews more female with an average age of 35.9, and over-indexes on personality traits such as Design Affinity, Early Adopter Mentality.

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

The typical ULTA Beauty fan in United States is more female, around 35.9 years old, with strong Design Affinity tendencies and a notable affinity for Macy's.

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 ULTA Beauty profile in United States.

Audience size
36.5M
in United States
Gender
83.9%♀
16.1% male
Age
35.9
average years
Country rank
#665
Brand in United States
Fig. 01

Search interest · 12-month trend

+11%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of ULTA Beauty

83.9% are female, 16.1% are male, average age 35.9.

Fig. 02

Gender split

83.9%
Female
16.1%
Male
Demographic split for ULTA Beauty audience in United States
MetricValue
Female83.9%
Male16.1%
Average age35.9
Estimated audience size36,526,982
Fig. 03

Age distribution

Ø 35.9
average years
Age distribution of the ULTA Beauty audience in United States
Age bracketShare%
16-1927%
20-2922%
30-3918%
40-4918%
50+14%
Fig. 04

Worldwide distribution

86.2%

of the worldwide ULTA Beauty audience comes from United States.

Worldwide audience distribution share by country for ULTA Beauty
CountryShare
United States86.2%
Canada2.6%
Brazil1.3%
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 ULTA Beauty audience in United States is strongest.

Fig. 05

Top regions by affinity

ULTA Beauty customers by region in United States
#RegionReachAffinity×
01Texas~4.5M1.50×
02Florida~3.5M1.38×
03Illinois~1.5M1.35×
04California~5.5M1.33×
05New Jersey~1M1.31×
06Nevada~400K1.23×
07Georgia~1.5M1.19×
08Arizona~900K1.19×
09Washington~900K1.18×
10South Carolina~600K1.17×
11Maryland~700K1.16×
12Colorado~700K1.15×
13North Carolina~1M1.14×
14Kansas~300K1.12×
15Tennessee~800K1.11×
16Oregon~500K1.11×
17Connecticut~400K1.11×
18Utah~400K1.11×
19New York~2M1.10×
20Virginia~1M1.10×
21Oklahoma~400K1.09×
22New Mexico~200K1.09×
23Alabama~500K1.06×
24Michigan~1M1.04×
25Minnesota~500K1.02×
26Louisiana~500K1.02×
27Mississippi~300K1.01×
28Missouri~600K0.99×
29Idaho~200K0.99×
30Arkansas~300K0.95×
31Massachusetts~700K0.93×
32Montana~90K0.93×
33Delaware~90K0.93×
34Pennsylvania~1M0.92×
35Ohio~1M0.92×
36Indiana~600K0.92×
37Hawaii~100K0.89×
38Rhode Island~100K0.89×
39Wisconsin~500K0.87×
40Nebraska~200K0.84×
41Kentucky~400K0.83×
42North Dakota~60K0.83×
43Iowa~200K0.78×
44West Virginia~100K0.75×
45New Hampshire~100K0.75×
46South Dakota~60K0.75×
47Alaska~50K0.67×
48Vermont~40K0.67×
49Maine~80K0.60×
50Washington, District of Columbia~60K0.58×
Fig. 06

Affinity by region

Affinity by region — ULTA Beauty, United States
0.58×1.00×1.50×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for ULTA Beauty audience
#·InterestCategoryAffinity×
01Foundation (cosmetics)Beauty & Wellness5.29×
02DeviantArtInternet & Social Media4.13×
03Eyelash extensionsBeauty & Wellness3.96×
04Natural skin careBeauty & Wellness3.72×
05Fashion NovaShopping3.39×
06BurlingtonFashion & Accessoires3.18×
07Hair ExtensionsBeauty & Wellness3.18×
08Macy'sShopping3.01×
09MarshallsFashion & Accessoires2.98×
10Nordstrom rackFashion & Accessoires2.84×
11SephoraShopping2.80×
12NordstromShopping2.42×
13Beauty salonsBeauty & Wellness2.30×
14CultureLiterature2.03×
15Hair productsBeauty & Wellness1.99×
16ShoesFashion & Accessoires1.97×
17Food and drinkFood & Beverages1.70×
18CosmeticsBeauty & Wellness1.66×
19BeveragesFood & Beverages1.53×
20FamilyKids & Family1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the ULTA Beauty 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 ULTA Beauty audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.55×
Early Adopter MentalityPOWER1.49×
IndulgenceJOY1.43×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by ULTA Beauty audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.51×
Need for SecurityCONSERVATISM0.65×
Risk AppetiteTHRILL0.78×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is ULTA Beauty's target market in United States?

ULTA Beauty's target market in United States covers an estimated 36,526,982 people, concentrated in California and Texas.

02

What is the gender split and age of ULTA Beauty customers?

83.9% of the ULTA Beauty audience are female, 16.1% are male, with an average age of 35.9 years.

03

Which brands do ULTA Beauty fans like most?

ULTA Beauty fans show strongest brand affinity for Macy's (3.01×), Food and drink (1.7×), and Culture (2.03×) over the country average.

04

Where do ULTA Beauty fans live in United States?

ULTA Beauty fans in United States are most concentrated in California (reach ~5.5M), Texas (reach ~4.5M), and Florida (reach ~3.5M). These three regions account for the largest share of the active audience.

05

What other brands do ULTA Beauty fans also like?

Beyond ULTA Beauty itself, the audience over-indexes on Food and drink (1.7×), Culture (2.03×), Marshalls (2.98×), and Sephora (2.8×) 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 ULTA Beauty audiences in other countries

How to read this data

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