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San Francisco, CA--Pinterest’s first Men’s Trend Report reveals that men now make up over one-third of its global users, with Gen Z joining rapidly. According to the report, men are using the platform for positive, authentic content, avoiding the negativity seen elsewhere online.

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Style remains a top focus. Searches are rising for men’s fashion trends like “older brother core” (+95%) and “vintage grunge” (+50%), as well as self-care topics such as “male makeup” (+50%) and “healthy hair routine” (+45%).

Wellness and fitness are growing areas, with significant increases in searches for Pilates (+300% for “pilates outfit”) and rock climbing (+115% for “rock climbers”).

Men are also exploring tech and finance. Searches for “3D printer designs” jumped 1210%, and interest in “investment app” rose 620%.

Pinterest has launched a “Pinterest Man” profile to showcase trends and products relevant to male users. The report notes that nearly half of Gen Z and Millennial men on Pinterest are brand loyal and research purchases before making a purchase.

Check out the report here.