Pinterest's recent Men’s Trend Report reveals how men are shifting their behavior, aesthetics, and consumer intent. From functional fashion to high-performance grooming, this new era of male self-care spans style, wellness, and beauty. According to Euromonitor International, the global market for men’s grooming products, which includes skincare, is expected to be worth $5.29 billion by 2027.
According to Pinterest, men now make up over one-third of its global audience, a figure driven in large part by Gen Z male users joining the platform in record numbers. Unlike other social platforms, which are often plagued by performative culture or toxic masculinity.
Pinterest offers what many see as a digital sanctuary that provides a safer, more positive space where men can be authentic, curious, and creative. Whether it’s through the rugged minimalism of Climbercore, the confident polish of Buffed Beauty, or the inside-out approach of Hydrated Hustle, Pinterest’s male users are embracing a more expressive, holistic view of masculinity—and it’s redefining the future of the industry.
Climbercore Culture
In 2025, Pinterest predicts that utility meets elevation. The next frontier in wellness is Climbercore, a lifestyle-inspired aesthetic that blends outdoor performance gear with grounded, holistic habits. Driven by a younger male audience exploring adventure as self-care, this trend celebrates functional fashion, nature-infused movement, and high-altitude aesthetics.
Climbercore embraces both rugged style and intentional living, from layered technical vests to climbing-inspired routines.
Buffed Beauty
The bathroom mirror is turning into a backstage glam zone for men in 2025. Buffed Beauty is Pinterest’s prediction for the rise of male-centric skincare, minimalist nail care, and high-gloss grooming. As traditional gender lines in beauty continue to blur, men are showing up for themselves by using serums and getting facials.
This trend is about high performance with dermatologist-backed routines, clean-cut nail shines, and even adding sparkle with tooth gems.
Older Brother Energy
A laid-back fashion revival rooted in '90s grunge, slouchy silhouettes, and effortless cool. This trend taps into nostalgic dressing and the borrowed wardrobe aesthetic that feels lived-in, nonchalant, and current. This can translate to undone haircuts, low-maintenance skincare, and a relaxed approach to self-care that prioritizes authenticity over perfection.
Driven by Gen Z’s obsession with authenticity and aesthetic nuance, Older Brother Core is Pinterest’s antidote to overstyled fashion fatigue.
Hydrated Hustle
As the definition of masculinity evolves, so too does the concept of peak performance. Pinterest predicts a spike in men optimizing their minds and bodies with a focus on hydration, smart supplements, and clean energy sources.
Creatine is being integrated into holistic wellness stacks, paired with electrolyte hydration and guided movement. For the modern man, health is the new status symbol.
Next Gen Tech and Finance
Pinterest predicts that the modern man is not only embracing self-care but also leveling up in tech and finance. According to GWI, Gen Z and millennial male users are more likely than the average man to describe themselves as tech confident, with a sharp eye on future-facing tools and smart money moves. From AI to investment apps, they’re using Pinterest to inspire both their digital ambitions and financial futures.
Gaming and Life Stages
As men move through different phases of life, Pinterest predicts their interests will evolve with creativity, comfort, and community at the core. Gen Z male users (ages 18–27) are more than twice as likely as the average man to identify as gamers, while millennial male users (ages 28–43) are leaning into home decor, parenting, and lifestyle upgrades. From building the ultimate gaming setup to designing modern living spaces, Pinterest is the go-to place for inspiration across generations.
Pinterest’s 2025 Men’s Trend Report paints a clear picture of a new era of masculinity—one that is expressive, intentional, and multidimensional. From functional fashion and high-performance skincare to financial empowerment and gamer-inspired aesthetics, today’s men are shaping their identities with creativity, confidence, and care. Platforms like Pinterest foster a more inclusive and inspiring space, where brands have a unique opportunity to engage a generation of men who are rethinking what it means to look good and live well.
