Pinterest report finds men are embracing beauty and skincare

Gen Z and Millennial men are embracing skincare, self-care and beauty in 2025, according to Pinterest.

The platform’s newly released 2025 Men’s Trend Report has unveiled a major shift in how men – particularly Gen Z and Millennials – engage with beauty, wellness and self-care, confirming that they are rejecting outdated ideas of masculinity.

The report is based on internal search data from global male users on Pinterest, combined with consumer insights from GWI surveys conducted between Q1 2024 and Q1 2025.

It found that male Pinterest users are more engaged than ever with skin health. According to the findings, there were a number of rises in skin-related searches by men, including dry skin care routine (+45%), microneedling (+50%), niacinamide serum (+35%), centella asiatica (+45%), tretinoin (+40%) and skin health (+30%).

The report also shows a big increase in male interest in colour cosmetics and nails – traditionally female-dominated categories. Notable search increases include male make-up (+50%), men’s facials (+230%) and male nail art designs (+115%).

Meanwhile, among the hair-related search increases were healthy hair routine (+45%), hair serum  (+40%), castor oil  (+30%) and sea salt spray (+115%).