For years, men's beauty has been marketed as little more than maintenance – skin care in the bathroom, hair as a basic upkeep and fragrance as a finishing touch – but that framing is becoming outdated.
Increasingly, men are not grooming simply for the sake of routine, they are making intentional choices about how they want to show up and who they want to be.
According to Pinterest’s new 2026 Men’s Trend Report, searches by men on the platform for ‘running club’ are up +749% and ‘no phone ideas’ +581%, alongside sharp rises in ‘gorpcore hiking’ (+801%), ‘padel’ (+103%) and ‘Hyrox’ [a workout style] (+193%).
Together these signals point to men proactively planning for better connection, movement and life offline, rather than leaving those moments to chance.
Tickets are now available for the 25th anniversary of the Pure Beauty Awards, taking place on 15 October 2026 at the Grosvenor House Hotel in London, UK. Join the beauty industry for an evening of recognition and celebration as this year’s winners are revealed. Click here to secure your place.
Also included in this thinking about where they will go and who they will spend time with is their appearance, and that takes planning and consideration.
Searches for ‘men's skin care’ are up +165%, ‘fragrance wardrobe’ +159% and ‘beard fade’ +764%.
These behaviours are not separate from the moments men are preparing for; they sit alongside them.
Grooming is no longer an isolated decision, but part of getting ready to join the club, host the games night, take the trip or walk into the room feeling like the version of himself he intended to be.
Not yet a Subscriber?
This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.
Subscribe now Already a subscriber? Sign in here.
