Healthier-looking hair and a surprising shift in sentiment towards male make-up have dominated Pinterest’s debut Men’s Trends Report.
The insight aimed to shine a spotlight on the social media platform’s male users, who now represent more than one-third of its global audience.
Male Pinterest users are incredibly focused on style and self-care, as well as wellbeing, according to the new data.
Searches for ‘healthy hair routine’ and ‘dry skin care routine’ have each risen by 45% on the platform, as men are increasingly prioritising hair and skin health.
Men are also seeking expert-led skin care routines – with searches for ‘dermatologist’ (+55%), ‘niacinamide serum' (+35%), and 'microneedling' (+50%) all on the rise.
Searches for ‘men’s facial’ are also up 230%, while ‘buff and shine nails for men’ has increased 45%.
“Men are using Pinterest to help redefine masculinity,” Ayesha Mace, Senior Beauty Manager at Pinterest UK, told Cosmetics Business.
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