Charm's Audience Demographics: Find Brands Based on Who They Reach

Have you ever wanted to find brands based on their audience demographics?

Traditional brand discovery has often focused on product categories, website traffic, or social metrics. But what if you could identify brands based on who they're actually engaging with?

With Charm.io's latest update, you can.

Charm is thrilled to announce the launch of audience demographic filters—a powerful new way to surface brands based on the gender, age, and location of their audiences. Whether you're a retailer, agency, investor, or 3PL provider, these tools help you prospect for brands aligned with your goals faster, smarter, and with pinpoint precision.

Filter for Brands by Audience Demographics

Charm's audience demographic filters open up a whole new dimension of brand discovery. Instead of just evaluating what a brand sells or how much traffic it receives, you can now additionally assess who exactly the brand is resonating with. These filters are designed to help you align your company’s efforts with precise market segments, enabling smarter, data-driven decisions.

Use the audience demographic filters to search by:

• Gender: Quickly pinpoint brands whose audiences skew male or female. This data helps you tailor outreach based on a clear understanding of gender appeal. 
• Age Range: Segment audiences into meaningful age brackets: 14–17, 18–24, 25–34, 35–44, or 45–64. Whether you’re looking to reach Gen Z or mature millennials, this filter reveals which brands have already built traction within those groups. It’s especially useful for aligning product-market fit by age-related preferences and purchasing power.
• Country: Discover brands whose audiences are concentrated in specific countries or regions. Perfect for global targeting strategies, regional merchandising decisions, or expanding into underserved international markets.

These demographic filters can be layered with existing criteria such as:

• Product category
• Charm Growth Score
• Web traffic
• Ad count

These in-depth filters allow you to easily find the brands you’re looking for and help you grow your business.

Who Benefits from Audience Demographics—And How

These new filters offer flexible and targeted use cases across various industries. By understanding not just what a brand sells but who they connect with, you can make better strategic decisions—whether you're curating store inventory, pitching marketing services, analyzing regional growth potential, or screening investment opportunities.

Retailers

Smarter merchandising starts here. Demographic filters offer retailers a data-backed method for merchandising based on their existing audience demographics or underserved audiences they want to penetrate.

Rather than guessing which brands will resonate with your core customers, you can now discover brands whose audiences closely reflect your store's demographics. This data reduces inventory risk, increases shelf performance, and supports more targeted marketing. 

• If your customer base mainly serves women in the 25-34 range buying makeup, you can easily search for beauty brands that are popular among this demographic. 
• If you're focused on specific geographic markets—such as retail locations in the U.K., Canada, or Australia—you can use the country filter to find brands whose audiences are concentrated in those areas.
• Looking to capture more Gen Z shoppers in the U.S.? Use both the 18–24 age filter and the country filter together to find trending beauty or apparel brands already attracting that audience online within that region.

Noticing the increase in men purchasing beauty items, beauty retailers serving the 25-44 age range may want to expand their TAM and search for beauty products with an audience that skews towards men. 

We used the Prospector tool to search for the following:

• Audience gender: Male
• Product category: Beauty
• Audience age: 25-34, 35-44
• Audience location: U.S.

The results? A list of 1.6K brands that fit this exact demographic and could be a good fit for beauty retailers looking to partner with brands reaching men.

Brands include:

• Parfums de Marly: High-end perfumery with male fragrances.
• Dr. Squatch: Natural, handmade soap for men “who want to feel like a man, and smell like a champion”
• Heart and Soil: A brand offering nutrient-rich organ supplements for optimal health. 

Request a demo to use these demographic filters to optimize your product assortment and make informed merchandising decisions today.

3PLs (Third-Party Logistics Providers)

3PLs can use demographic data to identify and support brands whose customer locations align with their logistics capabilities. With the country filter, 3PLs can identify brands whose target audience overlaps with the regions where they already ship. This makes it easy to reach out with tailored fulfillment solutions.

For example:

• If you have robust fulfilment services in the U.K., you can target fast-growing brands with audiences in that area to offer your U.K. 3PL services with precision.
• You can also use this data to create tailored sales decks that highlight how your distribution network aligns with a brand’s global growth trajectory.

We put the data to the test and used the Prospector to search for the following:

• Product category: Apparel and Accessories
• Audience location: United Kingdom
• Product count: 100+

The results? A list of 6.9K brands that fit this exact demographic and that 3PLs with services in the U.K. area should pitch their services to.

Brands include:

• Damson Madder: An eco-friendly clothing brand with 38% of its audience in the U.K.
• Odd Muse: A London-based luxury womenswear brand with 65% of its audience in the U.K.
• Elrstyle: A clothing brand created by British Personal Shopper and Content creator Emily Lucy Rajch, with 42% of its audience in the U.K.

Request a demo to find your next 3PL clients using in-depth demographic data.

Agencies

Agencies can use demographic data to pitch smarter and scale their wins. They can identify brands with audiences similar to those they’ve already driven success for. This strengthens outreach efforts and allows for more strategic alignment between service capabilities and brand needs.

For instance:

• If you've led successful TikTok or Meta campaigns for female-led skincare brands targeting women 25–34, use demographic filters to uncover brands that serve the same audience and personalize your pitch.
• Back up your proposal with metrics: "We've helped hundreds of brands grow engagement by 35% among women 25–34. Your brand reaches the same audience segment—let's scale that success.”

We put the data to the test and used the Prospector to search for brands that met the following criteria:

• Product category: Beauty
• Audience gender: Female
• Audience age: 25-34
• Audience location: U.S.
• Instagram followers: 0 - 25K

The results? A list of over 9.9K brands that fit this exact demographic and that an agency could reach out to and offer their marketing services to increase their social following and engagement.

Brands include:

• Style Edit: A hair care brand offering root touch-up spray, touch-up powder, and instant gray hair coverage products.
• Favrskin: A skincare brand founded by singer and actor Rotimi.
• Kumuya: A clean beauty brand focusing on natural and simple beauty.

Request a demo to find your next agency customers using in-depth demographic data.

Investors

For investors, demographic data acts as a qualifying layer when screening for potential deals. Layer in demographic filters with growth and success metrics to find qualified brands that align with your investment thesis.

Examples:

• If your investment thesis centers on female-focused consumer brands that attract women in the 25-34 age range, filter for brands within this audience demographic with a high Charm Growth Score and Charm Success Score.
• Planning to invest in U.S. brands with international potential? Cross-reference country filters to ensure the brand is attracting global attention, signaling readiness to scale.

This type of demographic intelligence accelerates due diligence and supports more thesis-aligned, conviction-led investing.

We put the data to the test and used the Prospector to search for brands that met the following criteria:

• Audience gender: Female
• Audience age: 25-34
• Charm Growth Score: 75-100
• Charm Success Score: 75-100

The results? A list of over 4.7K brands that fit this exact demographic and that could be potential investment opportunities for investors searching for high-growth brands serving women in the 25-34 range.

Brands include:

• Oakcha: Affordable luxury perfumes
• SKIN1004: A Korean skincare brand offering natural, hypoallergenic, and affordable products
• Goodevas: A Montessori climbing frame set for babies and toddlers

Request a demo to source and diligence investment opportunities using in-depth demographic data. 

Brand Discovery Just Got Personal

With Charm's demographic filters, you're no longer prospecting for brands in the dark. Whether you're optimizing your product assortment, refining your sales pitch, or sourcing investment targets, you now have the who behind every brand's audience.

Request a demo and start using demographic data to grow your business..