Pinterest on Tuesday unveiled its first-ever men’s trend report — with style, tech and self-care front and center. Based on Pinterest’s internal data of its more than 570 million users, men currently account for more than a third of its users. The report looked at internal Pinterest data from February 2025 versus February 2024.

The authors of the report said that their data presents this demographic as being a more nuanced group of people who are embracing and engaging with content that is more “positive, authentic.” Pinterest said that its platform is actively empowering men to pursue their varied interests.

As part of its growing audience of the platform’s users, the report gives an in-depth view of how, in particular, Generation Z and Millennial men are redefining masculinity. The top ways that male Pinterest users interact are through seeking out and prioritizing their wellbeing, being on top of tech and their finances and searching for ways to become more intentional as parents.

The first major theme is wellness, with physical fitness and healthy eating a key search among men across the board. They are particularly interested in Pilates and rock climbing. Searches for “Pilates outfit” are up 300 percent and “Pilates reformer” rose 130 percent. Meanwhile, “rock climbers” searches are up 115 percent. Other top searches include “hydration” (increased by 50 percent) and “electrolytes” (increased by 45 percent).

The second major theme is a shift in style and self-care. According to a GWI study, half of Gen Z and Millennial men on Pinterest said that they care about their appearance. Hair health and skin care have become major trending topics. Searches for “grow hair faster” have soared 150 percent and “sea salt spray” have increased by 115 percent. Other notable beauty searches include “mens facial” (up 230 percent), “male nail art design” (up 115 percent) and “men makeup aesthetic” (up 35 percent).

Notably, fashion is a top inspiration for men — with 46 percent of Gen Z male Pinterest users stating they used the platform for fashion inspiration within the last month. Aesthetics such as “older brother core outfit” (up 175 percent), “goth guy outfits” (up 120 percent), “mens alternative fashion” and “vintage grunge” (up 50 percent) reign among the top searches.

The third major theme is in the tech and finance space — with Gen Z and Millennial male Pinterest users more likely to describe themselves as being tech savvy, according to GWI. There was an astonishing 1,210 percent rise in Pinterest searches for “3D printer designs” and an 800 percent increase in “AI video.” There was also a 450 percent increase in searches for “podcast studio background.”

GWI’s survey noted that business and investments remain top of mind for men. To build their financial future, Pinterest has seen a 620 percent leap in men searching for “investment app,” a 360 percent increase for “stock investment” searches, a 285 percent jump for “budget planning,” and a 310 percent rise in searches for “starting a business.”

The fourth major theme from Pinterest is across different life stages: from gaming to home décor to family and parenting. As Gen Z is considered the gaming generation, men are seeking out “neo metal sonic” (2,060 percent increase), “league of legend characters” (590 percent), “Roblox guy” (490 percent increase) and “live wallpaper for PC” (465 percent).

As for home décor, Millennials are interested in the “chrome aesthetic” (up 40 percent), “metal sofa design modern” (up 105 percent), “steel furniture ideas” (40 percent) and “Marcel Breuer” (up 40 percent). When it comes to family and fatherhood, Millennials are looking for ways to capture their child’s milestones. Searches for “milestone pictures” have increased by 415 percent and “baby month by month” have increased by 465 percent.

“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. From skin care routines to financial planning, men are turning to Pinterest for every aspect of their lives,” said Mike Del Moro, senior manager of media and creator relations at Pinterest.