Pinterest Men's Trend Report: How men are redefining masculinity through style, substance and self-care

Forget everything you thought you knew about men on Pinterest.  

For the first time, Pinterest is unveiling a report that dives deep into how men—especially Gen Z men, who are joining the platform in record numbers—are using Pinterest. Male users now represent more than one-third of our global audience.¹ Our data paints a picture of a nuanced group of male users on Pinterest that largely rejects the toxicity you might find elsewhere online—and engages with content in positive, authentic ways that might surprise you.

Pinterest stands out as an oasis for consumers, including men, with content that’s seen as more positive, safer, and more trustworthy.² According to a study by YouGov, over 75% of young men are worried about the impact of social media on their health,³ and 65% of men globally want to express their authentic selves online.⁴ On Pinterest, men are finding a community that empowers them to pursue their unique interests with confidence. Male users on Pinterest are prioritizing wellbeing (with booming interest in Pilates a particularly standout trend among men), searching for DIY crafts, and seeking to become intentional parents: searches for topics like milestone pictures (+415%) and smart parenting (+125%) are on the rise. 

Our research also tells us: there’s never been a better time to reach men on Pinterest. According to GWI, nearly half of Gen Z (ages 18-27) and Millennial men (ages 28-43) on Pinterest monthly say they’re loyal to the brands they love and take the time to research products online before making a purchase.⁵ And male Pinterest users are saving with intention, from building fitness routines and finance plans to discovering new aesthetics and passions. They also don’t shy away from taking risks: according to GWI, almost half of men who use Pinterest identify as risk-takers and first adopters⁵ evident in their searches for unique styles, travel destinations and tech. 

The bottom line: Pinterest’s more positive and authentic environment is drawing men to the platform now more than ever. 

Actor and MOSH co-founder Patrick Schwarzenegger, who partnered with Pinterest to celebrate this growing movement, shares that perspective:

To further support its growing male audience, Pinterest is introducing a new Pinterest Man profile, a dedicated space for men to find inspiration and shop the latest trends. Featuring rising search trends, off-platform buzz and fresh product drops, Pinterest Man spotlights what’s next in men’s style, wellness and lifestyle. 

Holistic Health & Fearless Fitness

Wellbeing is top of mind for male Pinterest users, with physical fitness and healthy eating topics trending across the board. According to GWI, more than half of global Gen Z and Millennial male Pinterest users are interested in sports, fitness and exercise.⁵ Pilates and rock climbing are having a moment, with searches for pilates outfit up 125% and rock climbing aesthetic up 95%. Men are also fueling up with hydration tips and functional foods: searches are up for topics like hydration (+50%) and electrolytes (+45%). 

Pilates for everybody⁶

Climbercore⁶

Hydration & health hacks⁶

Shifts in Style & Self-Care

Male Pinterest users are rewriting the rules on style and self-care. According to GWI, half of Gen Z and Millennial men on Pinterest care about their appearance—and are more likely to say so than the average male.⁵ Self-care staples like hair health and skincare are trending, with searches for healthy hair routine and dry skin care routine both up +45%. Men are also boldly blending boundaries, searching for male makeup (+50%) and male nail art designs more than ever before. Fashion remains the top use case for global Gen Z male monthly Pinterest users, with 46% saying they’ve used Pinterest for fashion inspiration in the last month⁵—and they’re forging new aesthetics like older brother core (+95%) and vintage grunge (+50%).

Healthy hairstyles⁶

Skincare explorations⁶

Makeup & nails for men⁶

Beard styles⁶

Effortless fashion⁶

Next-Gen Tech & Finance

According to GWI, Gen Z and Millennial male Pinterest users are more likely than the average man to describe themselves as “tech confident”⁵ and savvy with new gadgets and tools. On Pinterest they’re searching for inspiration on 3D printer designs (+1210%) and AI video (+800%). They’re also building their financial futures: almost half of male Pinners say they’re interested in investments and business,⁵ with topics like investment app (+620%) and budget planning (+285%) growing fast.

Cutting-edge tech⁸

Investing in the future⁸

Saving Ideas Across Life Stages, From Gaming Rooms to Living Rooms

As men navigate different stages of life, their interests naturally evolve—and Pinterest is there to inspire them every step of the way. According to GWI, Gen Z male Pinterest users (ages 18-27) are more than twice as likely as the average male to identify as gamers,⁷ and searches show momentum for topics like game design (160%) and league of legends characters (+590%). Meanwhile, Millennial male Pinners (ages 28-43) are searching for an inspired home life: according to GWI, 41% of Millennial male Pinterest users have searched for home decor in the past month,⁹ including decor ideas like steel table design (+35%) and chrome aesthetic (+40%). Parenthood is also a major theme, with searches for topics like milestone pictures (+415%) and smart parenting (+125%) on the rise.

Gen Z: The gaming generation¹⁰

Modern metal home decor⁶

Millennials: Fatherhood & family¹¹

As male Pinterest users forge new paths in wellness, style, tech, travel and more, they’re seeking inspiration and products that help them act on their evolving interests. For brands, this means an opportunity to reach engaged, brand-loyal men when they’re actively searching for new ideas and ready to take action.