Beauty Marketers, take note of this… 📝

July 24th was International Self-Care Day and it’s clear that self-care is no longer a one-size-fits-all concept. Gen Z and Millennial men are embracing skincare, self-care and beauty more than any generation before them. According to Pinterest’s 2025 Men’s Trend Report:

➡️ Searches on Pinterest for “dry skin care routine” by men rose 45%
➡️ General skin health searches on Pinterest went up 30%
➡️ Searches on Pinterest for men’s facial surged 230%
➡️ Male makeup searches on Pinterest increased 50%
➡️ Searches on Pinterest for male nail art designs grew 115%
➡️ Searches for healthy hair routine increased 45%
➡️ Searches on Pinterest from men for microneedling surged 50%

With over a third of Pinterest’s global users now male, this demographic is actively redefining masculinity – prioritizing authenticity, confidence, and self-expression.

The men’s skincare market alone is booming, projected to nearly double from $16.94 billion in 2024 to $31.40 billion by 2034. Men are increasingly seeking high-quality, wellness-focused products as part of their journey toward better confidence and health.

Yet, despite this rising curiosity and engagement, many Gen Z and Millennial men admit to falling short on skincare habits. Studies show 42% say they need an intervention for their skincare routine, only 35% wash their face daily, and 33% have no skincare routine at all. Many still borrow products from partners or feel overwhelmed by choices and ingredients.

This gap reveals an opportunity for beauty marketers to educate and empower men – offering clear guidance on skincare routines, ingredient benefits, and accessible products.

As an inclusive marketing agency, we know that true inclusivity goes beyond ticking boxes – it means authentically representing diverse stories and experiences. Consumers expect brands to embrace all expressions of beauty and self-care, reflecting the real, growing diversity in today’s market.

So Beauty Marketers, let’s start embracing and celebrating the evolving ways people care for themselves – and make sure our content and communications reflects that diversity.

Learn more about what we do and who we do it for on our services page.

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