The Men’s Edit, According to Pinterest

What do rock climbing, microneedling, and ‘90s-inspired outfits have in common? –According to Pinterest, they’re all part of the new wave of male self-care and part of Pinterest Predicts: The 2025 Men’s Edit—the platform’s first-ever trend report focused entirely on men. 

Pinterest took a deep dive into how men are joining the platform because they now make up over one-third of the platform’s global audience. Pinterest found that men, Gen Z specifically, are looking for a “positive corner of the internet with no judgment”. Pinterest says 65 percent of men want to express their authentic selves online and this platform gives them the space to do it.¹ Men are planning workouts, skin care routines, even wedding looks.  

Here we break down the top profile types and what this means for estheticians. 

Climbercore 

This profile type is all about merging outdoor lifestyle with a wellness mindset. Searches like ‘rock climbing aesthetic’ and ‘hiking skin care’ are up over 100 percent. Men are embracing the “I take care of myself because I challenge myself” vibe—and that includes SPF and recovery masks after a hike. If your client is coming in with windburn or sun exposure from weekend adventures, this is your cue—they’re a “climbercore” guy and you should build that into your consultation. 

Buffed Beauty 

On Pinterest, searches for ‘men’s facial’ are up more than 230 percent, microneedling is up 50 percent, and even ‘buff and shine nails for men’ made the trending list. ¹ 

Men are not shy anymore. Male clients are booking enzyme treatments, asking about ingredients, and they want results. And it’s not just grooming—it’s performance skin care. 

The U.S. male grooming market is projected to hit over $80 billion by 2030. That’s not niche. That’s mainstream. ² 

Older Brother Energy 

This profile type may not elicit images of men in spa robes—It’s very ‘90s grunge, chill, worn-in—but intentional. Think: flannel, tousled hair, no-makeup skin care. It’s a great opportunity to introduce minimalist skin care to these clients. One great cleanser, one serum, one moisturizer—keep it simple.  

Hydrated Hustler 

This profile type is about performance and wellness colliding. This profile type is focused on creatine, electrolytes, Pilates, and functional hydration.  

Hydration is having a moment both internally and externally. These clients are drinking it, tracking it, and now they want it in their skin care too. As an esthetician, offer hydration-focused facials, and highlight ingredients like hyaluronic acid and ceramides.  

Tech, Finance, and Identity 

Lastly, Pinterest says men are also building their personal identity through tech and finance. This includes AI videos, investment apps, and programming tutorials. This is more than a hobby—these are lifestyle signals that may bleed into esthetic choices—these clients might love a high-tech skin tool or data-driven product. Consider LED masks, skin scanners, or monthly progress tracking. Help them see skin care as a personal optimization system. 

Overall, these five trends show that men aren’t just dabbling in beauty—they’re diving into skin care, wellness, and identity. And the esthetician who knows how to speak their language? That’s the one who stands out. So, let’s meet them where they are—lean into Buffed Beauty, embrace the Hydrated Hustle. Because skin care is for everyone. 

 

Notes 

1. https://newsroom.pinterest.com/news/the-pinterest-mens-trend-report/ 

2. https://www.grandviewresearch.com/industry-analysis/us-mens-grooming-pro...