The village's population is 1,065 inhabitants (INE, 2010). It is situated on the southern island of Lanzarote, about 14 kilometres (8.7 mi) from the capital Arrecife, and 9 kilometres (5.6 mi) from the airport. It is characterized by a dispersed settlement on both sides of Arrecife-Yaiza-Playa Blanca road. It is located very close to Puerto del Carmen, about 2 miles from Puerto Calero.
The area was characterized by the cultivation of tomatoes and onions. Onions are grown north of the road, and tomatoes are south. More recently, most of its inhabitants work in tourism and services.
Its name possibly derived from the Italian word "Maschera", drifted to Mácheres, and finally Macher.