How Hispanic Pinterest users are shaping style, wellness and inspiration on Pinterest

Say hello to the powerhouse behind some of the biggest trends on Pinterest: Hispanic users in the United States.

From culinary innovation to home decor and wellness, Pinterest’s audience of Hispanic users are often pioneers of taste, shapers of style and leaders of culture. Pinterest is where millions of users find a special place of belonging where they can embrace who they are and discover who they want to become, blending time-honored traditions with cutting-edge curiosity. According to a research by Global Web Index (GWI), one in three US Hispanic adults turn to Pinterest at least once a month,¹ transforming inspiration into action and personal passion into powerful trends that echo far beyond their community. In 2025, the number of users who searched in Spanish increased by 18%.²

As trend spotters, family chefs and wellness seekers, US Hispanic Pinterest users are contributing every day to the inspiration that sets Pinterest apart, building a bold future one search at a time. Here’s how:

Tastemakers, trend leaders and pop culture fans

From Gen Z to Millennials, the Hispanic community on Pinterest isn’t just scrolling, they’re shaping what’s trending next.

According to GWI, half of Hispanic Millennials and Gen Z monthly Pinterest users call themselves pop culture and leisure enthusiasts.³ On Pinterest, that passion shines: celebrities land in the top 10 interests for users aged 18-44 who have Spanish as their primary language on Pinterest.⁴ But they aren’t just following trends—they’re the ones creating them. 

The GWI research shows that Hispanic Gen Z Pinterest users are 27% more likely, and Hispanic Millennials 34% more likely than average Hispanic adults to consider themselves influencers and trendsetters. That same spark extends to meme culture, with Gen Z Pinterest users 76% more likely to call themselves “memers.” Millennials follow close behind, 43% more likely to embrace meme mastery.⁵

Top trending searches on Pinterest include:⁶

A passion for nature and conservation

Interest in nature and sustainability resonates strongly with US Hispanic Millennials and Gen Z Pinterest users who use the platform at least once a month. GWI finds that four in ten from this group describe themselves as nature enthusiasts, with nearly half seeking ideas for wildlife, hiking and camping.⁷ Gen Z and Millennial Pinterest users whose primary language is Spanish exceed their peers’ interest in climate and environmental issues and they are actively searching for outdoor adventures and sustainable living.⁸

Popular searches on Pinterest include:⁹

Food exploration and culinary innovation

Food holds a special place for US Hispanic Millennial Pinterest users: GWI reports that half of this audience has used Pinterest for recipe and meal ideas in the last month.¹⁰ Searches for “frutas bañadas en chocolate” (chocolate-covered fruits) grew by 1,457%, while “comida balanceada” (balanced meal) increased by 701% on Pinterest.¹¹ Plus, both Gen Z and Millennial Pinterest users proudly embrace new culinary trends while championing beloved classics.

Notable food and drink searches on Pinterest include:¹²

Defining personal style

Many Gen Z Hispanic Pinterest users say Pinterest is their go-to for style, clothing and beauty inspiration. According to GWI, 60% of this group who use Pinterest at least once a month have turned to Pinterest for fashion-related content in the last month.¹³ Trending searches on Pinterest include "ropa estilo fresa" (posh style clothes, up 1,540%) and “baddie outfits ideas” (up 1,356%).¹⁴ Pinterest users with Spanish as their primary language are making a mark with unique hair, makeup and accessory styles.

Fashion and beauty trending on Pinterest include:¹⁵

Pursuing wellness in everyday life

Wellbeing is a priority for many US Hispanic Pinterest users. Over half of Gen Z and Millennial users who visit Pinterest at least once a month say they’re interested in exercise, and Millennials show higher engagement with mindfulness and meditation, according to GWI.¹⁶ On Pinterest, motivational searches such as “motivación del cuerpo” (body motivation, up 908%) and “frases gimnasio motivation” (gym motivation phrases, up 553%¹⁷) reflect a holistic approach to health that addresses both body and mind.

Wellness searches on the rise on Pinterest:¹⁸

Homes that reflect tradition and modernity

According to GWI, Home decor and lifestyle are key interests among US Hispanic Millennial Pinterest users who visit Pinterest at least once a month. GWI highlights that six in ten describe themselves as home and lifestyle enthusiasts, with nearly half turning to Pinterest for design inspiration.¹⁹ Growth in searches on Pinterest like “cuarto de bebé minimalista” (minimalist baby room, up 1,662%) and “talavera mexicana” (up 810%)²⁰ reveal a desire to blend cultural heritage with contemporary design.

Trending home inspiration on Pinterest includes:²¹

On Pinterest, we celebrate the culture, voices and impact of Hispanic communities across the United States and highlight the unique perspectives, creativity and growing influence of US Hispanic Pinterest users. From the topics they search to the ideas they save, this community drives fresh trends and adds new dimensions to conversations happening across the platform.

*Please note that Pinterest's Advertising Guidelines prohibit targeting of any audience based on race, ethnicity, religious beliefs or sexual orientation, among other things. For more information, please see our Advertising Guidelines.