Gen Z and Millennial men are embracing skincare, self-care and beauty in 2025, Pinterest reports
Pinterest’s newly released 2025 Men’s Trend Report has unveiled a major shift in how men – particularly Gen Z and Millennial audiences – engage with beauty, wellness and self-care.
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.
With over a third of the platform’s global user base now male, this growing demographic is redefining masculinity through skincare routines, makeup experimentation and holistic wellbeing.
For beauty professionals, this signals a growing client base looking for services and products that support personal expression, confidence and physical health.
Male skincare routines and professional treatments see surge in demand
Male Pinterest users are more engaged than ever with skin health. According to Pinterest’s internal search data, searches by men for “dry skin care routine” rose by 45%, with other skincare-related search spikes including:
- Microneedling (+50%)
- Niacinamide serum (+35%)
- Centella asiatica (+45%)
- Tretinoin (+40%)
- Skin health (+30%)
This increased interest reflects a deeper awareness among male clients around ingredients, results-driven skincare and even professional treatments.
For beauty therapists and skin clinics, this offers a valuable opportunity to create targeted facial services and product recommendations tailored to the needs and concerns of younger male clients.
Men’s makeup and nail art trends rise as grooming goes gender-inclusive
The report shows a big increase in male interest in colour cosmetics and nails – traditionally female-dominated categories. Notable search increases include:
- Male makeup (+50%)
- Men’s facial (+230%)
- Male nail art designs (+115%)
- Buff and shine nails for men (+45%)
- Tooth gems for men (+40%)
For makeup artists and nail technicians, this is a clear cue to welcome more male clients, promote inclusive services and expand offerings around grooming and self-expression.
Men’s wellness trends: Pilates, hydration and functional fitness on the rise
Holistic health and physical fitness are key priorities for Gen Z and Millennial men. The report highlights a strong surge in Pilates-related interest among men:
- Pilates body (+130%)
- Pilates reformer (+125%)
- Pilates studio (+70%)
- Pilates aesthetic (+125%)
Hydration and nutritional wellness also show promise as crossover topics, with searches for electrolytes up 45% and hydration up 50%.
Wellness practitioners and spa professionals may consider developing packages that appeal to this fitness-focused demographic, incorporating recovery treatments, lymphatic massage, or functional skincare and supplement retailing.
How beauty and wellness professionals can tap into the growing male market
Pinterest’s 2025 Men’s Trend Report confirms that younger men are rejecting outdated ideas of masculinity in favour of self-care, beauty and wellness.
With over 65% of men globally wanting to express their authentic selves online according to the report, this translates into real-world behaviours, from facials and microneedling to nail art and Pilates classes.
For salons, spas and freelance professionals, this means it’s time to:
- Offer gender-inclusive marketing and service menus
- Stock skincare and wellness products that appeal to male concerns
- Create content that supports confidence, authenticity and experimentation
As male clients become more brand-loyal and values-driven, professionals who adapt now will be well placed to attract this new wave of conscious consumers.
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