Key Takeaways:

• Gen Z is driving men’s expanding engagement with beauty.
• Men want streamlined routines without sacrificing product sophistication.
• Grooming is becoming part of broader, intentional self-care.

Pinterest’s latest male trend data suggests the next phase of the men’s beauty market may be less about convincing men to participate in beauty and more about understanding how they choose to do so.

Gen Z men increasingly use Pinterest as a planning tool, with searches among the demographic up 17% year-over-year (YoY). The generation now accounts for more than 62% of monthly searches made by men on the platform. What they are searching for points to a broader reorganization of male self-care. Haircuts are becoming more precise, skincare more habitual, fragrance more considered, and even nail art is finding an audience. But these behaviors sit within an equally important lifestyle shift: Men are searching for offline hobbies, hosting, running clubs, and wellness retreats alongside grooming inspiration.

Pinterest characterizes this approach as one built around intentionality. Rather than the maximalist, highly regimented beauty routines that have periodically driven the broader beauty market, its male users appear interested in creating manageable systems that help them look and feel put together. For brands, that creates an opportunity extending far beyond the traditional men’s grooming aisle. 

Grooming Becomes Maintenance

Pinterest calls one of the central behaviors emerging among male users “Quiet Upkeep”: a shift toward consistent, relatively simple grooming habits that become part of everyday maintenance. In skincare, that means a baseline centered around...