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Pinterest launches first men's trend report revealing new demographics

Platform unveils inaugural study showing men represent over third of 570 million global users, redefining masculinity.

Luis Rijo

• 8 min read

Pinterest released its inaugural Men's Trend Report on July 8, 2025, marking the first comprehensive analysis of male user behavior on the visual discovery platform. According to Pinterest's internal data, male users now represent more than one-third of its global audience of over 570 million monthly active users.

The report examined search behavior patterns from February 2024 to February 2025, revealing significant shifts in how men engage with content across wellness, style, technology, and parenting categories. Generation Z men are joining Pinterest in record numbers, fundamentally changing the platform's demographic composition and content consumption patterns.

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Summary

Who: Pinterest, a visual discovery platform with over 570 million monthly active users, with men representing more than one-third of the global audience. Generation Z and Millennial men are joining in record numbers.

What: Pinterest's first-ever Men's Trend Report analyzing male user behavior across wellness, style, technology, finance, and parenting categories. The report reveals men redefining masculinity through broader self-expression and comprehensive lifestyle planning.

When: The report was released July 8, 2025, analyzing data from February 2024 to February 2025.

Where: Global Pinterest platform data, with focus on Generation Z and Millennial male users across international markets.

Why: Pinterest recognizes male users as a significant and growing demographic requiring distinct content strategies and brand approaches, departing from traditional social media gender assumptions and creating new marketing opportunities for brands targeting authentic male engagement.

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Platform positioning attracts male audience

Pinterest's positioning as a more positive social media environment appears to drive male adoption. According to a YouGov study cited in the report, over 75% of young men express concern about social media's impact on their health, while 65% of men globally want to express their authentic selves online. Pinterest presents itself as addressing these concerns through content that users perceive as more positive, safer, and trustworthy compared to other platforms.

The platform's environment enables men to pursue diverse interests without encountering the toxicity found elsewhere online. Male Pinterest users demonstrate engagement patterns that prioritize authentic self-expression and personal development over competitive or aggressive behaviors common on other social platforms.

Actor and MOSH co-founder Patrick Schwarzenegger, who partnered with Pinterest for the report, described the platform as his "secret weapon" for creative projects. "Whether I'm creating a new MOSH flavor or preparing for a film role, I always start with a board," Schwarzenegger stated in the report. "It lets me immerse myself in the world I'm building—whether that's packaging inspiration, flavor trends, creative shoot ideas, character looks or the feeling of a place for acting projects like The White Lotus."

Physical fitness and health topics show substantial growth among male Pinterest users. According to GWI data cited in the report, more than half of global Generation Z and Millennial male Pinterest users express interest in sports, fitness, and exercise content. Pilates emerges as a particularly strong trend, with searches for "pilates outfit" increasing 125% and "pilates aesthetic" rising 125%.

Rock climbing represents another significant wellness trend. Searches for "rock climbing aesthetic" increased 95%, while "rock climbers" searches grew 115%. The "bouldering aesthetic" category saw 95% growth, indicating men's interest in both the activity and its visual representation.

Nutrition and hydration content also demonstrates significant engagement. Searches for "hydration" increased 50%, while "electrolytes" searches grew 45%. These patterns suggest male users approach wellness holistically, combining physical activity with nutritional awareness.

The report identifies specific search term growth that illustrates this wellness focus. "Grow hair faster" searches increased 150%, "sea salt spray" grew 115%, and "healthy hair routine" rose 45%. These numbers indicate male users actively seek comprehensive wellness information rather than focusing solely on traditional fitness content.

Style and self-care boundaries shift

Male Pinterest users demonstrate changing attitudes toward appearance and self-care. According to GWI research, half of Generation Z and Millennial men on Pinterest care about their appearance and are more likely to express this compared to average males. Traditional boundaries between masculine and feminine self-care practices show significant blurring.

Skincare searches reveal this trend clearly. "Dermatologist" searches increased 55%, "niacinamide serum" grew 35%, and "centella asiatica" rose 45%. Advanced skincare ingredients typically associated with dedicated routines show strong male adoption patterns.

Male makeup searches increased 50%, while "male nail art designs" grew 115%. These categories represent significant departures from traditional masculine grooming, suggesting broader acceptance of diverse self-expression forms. "Mens facial" searches surged 230%, indicating professional skincare services gain male acceptance.

Fashion content remains the top use case for Generation Z male monthly Pinterest users, with 46% using Pinterest for fashion inspiration in the past month according to the report. New aesthetic categories emerge, including "older brother core" which increased 95% and "vintage grunge" growing 50%. These trends blend nostalgia with contemporary styling, creating distinct male fashion identities.

Beard grooming continues as a significant category. "Faded beard styles for men" searches increased 205%, "barbershop aesthetic" grew 150%, and "balbo beard" rose 85%. Traditional masculine grooming evolves to include more sophisticated styling approaches.

Technology and finance interests expand

Generation Z and Millennial male Pinterest users demonstrate higher technology confidence compared to average men, according to GWI data. This translates into specific search behaviors around emerging technologies and financial planning. "3D printer designs" searches increased 1,210%, while "AI video" grew 800%.

Programming and technology creation content shows substantial engagement. "Podcast studio background" searches increased 450%, "AI automation" grew 365%, and "programming tutorial" rose 265%. These patterns indicate male users pursue technology not just as consumers but as creators and entrepreneurs.

Financial planning content demonstrates similar growth patterns. "Investment app" searches increased 620%, "budget planning" grew 285%, and "starting a business" rose 310%. Nearly half of male Pinterest users express interest in investments and business according to the report, suggesting the platform serves as a resource for financial education and planning.

The technology trends extend beyond basic consumption to sophisticated applications. "Visual effects" searches increased 245%, "coding software" grew 120%, and "aesthetic websites" rose 365%. These categories suggest male users approach technology with creative and professional development goals.

Real estate and trademark searches also show growth, with "real estate videos" increasing 130% and "trademark registration" growing 100%. These searches indicate male users pursue comprehensive business development information through Pinterest's visual format.

Generational differences shape content preferences

The report identifies distinct patterns between Generation Z and Millennial male users. Generation Z males show significantly higher gaming interest, being more than twice as likely as average males to identify as gamers. "Game design" searches increased 160%, while "League of Legends characters" grew 590%.

Gaming-related content extends beyond gameplay to aesthetics and culture. "Neo metal sonic" searches increased 2,060%, "silver sonic" grew 410%, and "Roblox guy" rose 490%. These patterns suggest Generation Z males approach gaming as a comprehensive lifestyle and aesthetic choice rather than simply entertainment.

Millennial male users focus more heavily on home and family content. According to GWI, 41% of Millennial male Pinterest users searched for home decor in the past month. "Steel table design" searches increased 35%, "chrome aesthetic" grew 40%, and "metal furniture design" rose 75%. These searches reflect Millennial males' focus on establishing and designing living spaces.

Parenting emerges as a major theme for Millennial males. "Milestone pictures" searches increased 415%, "smart parenting" grew 125%, and "daddy and son" rose 415%. These categories indicate Millennial males actively seek parenting guidance and documentation ideas through Pinterest's visual platform.

The generational split extends to different life stage priorities. Generation Z focuses on personal development, gaming, and emerging technologies, while Millennials concentrate on family building, home ownership, and career advancement. Both generations use Pinterest as a planning and inspiration tool, but for distinctly different life phases.

New Pinterest Man profile launches

Pinterest introduces a dedicated Pinterest Man profile to serve its growing male audience. This profile functions as a curated space featuring rising search trends, off-platform cultural movements, and new product releases specifically targeting male interests. The profile spotlights developments in men's style, wellness, and lifestyle categories.

The profile represents Pinterest's strategic response to demographic shifts on the platform. By creating dedicated male-focused content curation, Pinterest acknowledges the distinct needs and interests of this audience segment while providing brands with a targeted engagement opportunity.

According to Mike Del Moro, senior manager of media and creator relations at Pinterest, the report aims to spotlight how men use Pinterest for comprehensive life planning. "We created the Pinterest Men's Trend Report to spotlight how men, especially Gen Z and Millennials, are coming to Pinterest not just for style or fitness inspiration — but to explore deeper, more personal interests like mental wellness, parenting and self-expression," Del Moro stated.

The Pinterest Man profile includes trend forecasting, product recommendations, and lifestyle content specifically curated for male users. This approach mirrors successful demographic-specific content strategies across social platforms while maintaining Pinterest's visual discovery focus.

Marketing implications for brands

The report's findings present significant opportunities for brands targeting male consumers. According to GWI research cited in the report, nearly half of Generation Z and Millennial men on Pinterest describe themselves as loyal to brands they love and conduct thorough online product research before purchasing.

Male Pinterest users demonstrate high purchase intent combined with careful consideration processes. They save content with specific intentions, from building fitness routines and financial plans to discovering new aesthetics and pursuing personal interests. This behavior pattern creates extended engagement windows for brands to influence purchase decisions.

The platform's positive environment attracts men seeking authentic brand connections, contrasting with more competitive or negative social media environments where brand engagement can be challenging. Pinterest's visual format enables brands to showcase products and lifestyles in aspirational contexts rather than purely promotional ones.

Risk-taking behavior among male Pinterest users creates additional opportunities. According to GWI, almost half of men who use Pinterest identify as risk-takers and first adopters. This translates into search behaviors for unique styles, travel destinations, and technology products, suggesting male users actively seek novel experiences and products.

The brand loyalty patterns identified in the report suggest sustained engagement potential. Male Pinterest users who develop brand connections through the platform demonstrate higher retention rates compared to users acquired through other channels. This aligns with broader Pinterest advertising effectiveness trends that show visual discovery platforms generate higher-quality brand interactions.

Seasonal planning behaviors among male users mirror broader Pinterest patterns. Men demonstrate advance planning for lifestyle changes, fitness goals, and major purchases, creating opportunities for brands to engage users during consideration phases rather than only at point-of-purchase.

Broader industry context

Pinterest's male user growth reflects broader shifts in social media demographics and usage patterns. The platform's emphasis on positive, inspirational content differentiates it from platforms experiencing challenges with toxic content and user safety concerns.

The visual discovery market continues expanding as users seek alternatives to traditional social media, with Pinterest positioning itself as a planning and inspiration platform rather than purely social networking. This positioning attracts users seeking purposeful content consumption over passive social browsing.

Male adoption of Pinterest mirrors broader trends toward wellness, self-care, and personal development that transcend traditional gender boundaries. Men increasingly pursue comprehensive lifestyle planning, from skincare routines to parenting strategies, reflecting evolving masculinity concepts in contemporary culture.

The platform's programmatic advertising expansion through partnerships with Index Exchange and Criteo positions Pinterest to monetize its growing male audience more effectively. These technical developments enable broader advertiser access to Pinterest's demographic data and targeting capabilities.

Pinterest's trend forecasting accuracy, which the company claims reaches 80%, provides brands with strategic planning advantages. The platform's ability to identify emerging trends before mainstream adoption creates first-mover opportunities for brands that align with Pinterest's trend predictions.

The men's trend report represents Pinterest's recognition that male users require distinct content strategies and brand approaches. Rather than applying female-focused strategies to male audiences, the platform acknowledges different engagement patterns, interest categories, and purchase behaviors among male users.

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