Rascasse Audience Intelligence

Vanity Audience in United States

A data profile of the people who buy, follow and care about Vanity in United States — modelled from more than twelve digital signal sources. Vanity has an estimated audience of 1,259,356 people in United States.

#15among Beauty in United States#7897among Topic in United States#276in Beauty & Wellness

The average Vanity fan in United States is 40.7 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Mortgage loans, QVC, Discount stores, with strongest over-indexing on Mortgage loans (4.39× the country average).

Demographically, the Vanity audience skews more female with an average age of 40.7, and over-indexes on personality traits such as Quality Awareness, Individualism.

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

The typical Vanity fan in United States is more female, around 40.7 years old, with strong Quality Awareness tendencies and a notable affinity for Mortgage loans.

Category: Beauty & Wellness · Type: Topic · 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 Vanity profile in United States.

Audience size
1.3M
in United States
Gender
73.4%♀
26.6% male
Age
40.7
average years
Country rank
#20163
Topic in United States
Fig. 01

Search interest · 12-month trend

+10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Vanity fans

73.4% are female, 26.6% are male, average age 40.7.

Fig. 02

Gender split

73.4%
Female
26.6%
Male
Demographic split for Vanity audience in United States
MetricValue
Female73.4%
Male26.6%
Average age40.7
Estimated audience size1,259,356
Fig. 03

Age distribution

Ø 40.7
average years
Age distribution of the Vanity audience in United States
Age bracketShare%
16-1919%
20-2915%
30-3919%
40-4924%
50+23%
Fig. 04

Worldwide distribution

28.0%

of the worldwide Vanity audience comes from United States.

Worldwide audience distribution share by country for Vanity
CountryShare
United States28.0%
Italy10.3%
Colombia7.6%
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 Vanity audience in United States is strongest.

Fig. 05

Top regions by affinity

Vanity fans by region: top regions in United States
#RegionReachAffinity×
01Texas~200K1.47×
02Alabama~20K1.33×
03Arizona~30K1.30×
04Louisiana~20K1.25×
05Mississippi~10K1.22×
06Arkansas~10K1.21×
07New Mexico~8K1.21×
08Georgia~50K1.20×
09Oklahoma~20K1.19×
10California~200K1.17×
11Kentucky~20K1.16×
12Nebraska~7K1.15×
13West Virginia~7K1.13×
14Iowa~10K1.12×
15Kansas~10K1.12×
16Tennessee~30K1.11×
17Illinois~50K1.09×
18North Carolina~40K1.09×
19Ohio~40K1.08×
20Indiana~20K1.08×
21Connecticut~10K1.07×
22South Carolina~20K1.05×
23New Jersey~30K1.04×
24Nevada~10K1.04×
25Missouri~20K1.02×
26Florida~90K1.01×
27Pennsylvania~40K1.00×
28Maryland~20K1.00×
29North Dakota~3K0.98×
30Virginia~30K0.95×
31Michigan~30K0.94×
32Utah~10K0.94×
33New York~70K0.93×
34Minnesota~20K0.91×
35Colorado~20K0.90×
36Wisconsin~20K0.89×
37South Dakota~3K0.89×
38Alaska~2K0.88×
39Massachusetts~20K0.86×
40Idaho~5K0.86×
41Rhode Island~3K0.86×
42Washington~20K0.85×
43Delaware~3K0.85×
44Oregon~10K0.78×
45Montana~3K0.76×
46Hawaii~4K0.75×
47Maine~3K0.74×
48New Hampshire~4K0.71×
49Washington, District of Columbia~2K0.63×
50Vermont~1K0.63×
Fig. 06

Affinity by region

Affinity by region — Vanity, United States
0.63×1.00×1.47×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Vanity audience
#·InterestCategoryAffinity×
01Iggy PopMusic & Radio13.93×
02RonaldinhoSports13.45×
03International educationBusiness & Career11.96×
04QVCMovies & TV7.24×
05HouzzHome & Garden6.33×
06Single-family detached homeHome & Garden6.22×
07Weather forecastingHome & Garden5.12×
08Discount storesShopping4.98×
09Renewable energyBusiness & Career4.84×
10Home automationTechnology & Electronics4.84×
11Sustainable energyHome & Garden4.48×
12Mortgage loansBusiness & Career4.39×
13FedExBusiness & Career3.80×
14Solar energyHome & Garden3.60×
15Shopping mallsShopping3.34×
16PinterestInternet & Social Media3.28×
17Vehicle insuranceCars & Mobility3.16×
18FurnitureHome & Garden2.63×
19IKEAHome & Garden2.61×
20AirbnbTravel & Leisure2.42×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Vanity 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 Vanity audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM2.85×
IndividualismJOY2.58×
Convenience OrientationPREMIUM2.53×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Vanity audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.76×
Healthy LifestyleBALANCE0.85×
Pet OwnershipJOY0.91×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Vanity have in United States?

Vanity has an estimated audience of 1,259,356 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Vanity fans?

73.4% of Vanity fans are female, 26.6% are male, with an average age of 40.7 years.

03

Which brands do Vanity fans like most?

Vanity fans show strongest brand affinity for Mortgage loans (4.39×), QVC (7.24×), and Discount stores (4.98×) over the country average.

04

Where do Vanity fans live in United States?

Vanity fans in United States are most concentrated in California (reach ~200K), Texas (reach ~200K), and Florida (reach ~90K). These three regions account for the largest share of the active audience.

05

What other brands do Vanity fans also like?

Beyond Vanity itself, the audience over-indexes on QVC (7.24×), Discount stores (4.98×), Pinterest (3.28×), and Furniture (2.63×) compared to the United States average.

Appendix

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

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See Vanity audiences in other countries

How to read this data

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