Male patient interest in dermatology has risen 55%, says new report

Gen Z and Millennial men are embracing skincare, self-care and beauty in 2025, Pinterest reports.

Pinterest’s newly released 2025 Men’s Trend Report has unveiled a major shift in how men – particularly Gen Z and Millennial audiences – engage with beauty, wellness and self-care.

The report is based on internal search data from global male users on Pinterest, combined with consumer insights from GWI surveys conducted between Q1 2024 and Q1 2025.

With over a third of the platform’s global user base now male, this growing demographic is redefining masculinity through skincare routines, makeup experimentation and holistic wellbeing.

For aesthetics professionals, this signals a growing patient base looking for services and products that support personal expression, confidence and physical health.

Male skincare routines and professional treatments see surge in demand

Male Pinterest users are more engaged than ever with skin health. According to Pinterest’s internal search data, searches by men for “dry skin care routine” rose by 45%, with other skincare-related search spikes including:

• Microneedling (+50%)
• Niacinamide serum (+35%)
• Centella asiatica (+45%)
• Tretinoin (+40%)
• Skin health (+30%)
• Dermatology (+55)

This increased interest reflects a deeper awareness among male patients around ingredients, results-driven skincare and even professional treatments.

For aesthetic therapists and skin clinics, this offers a valuable opportunity to create targeted facial services and product recommendations tailored to the needs and concerns of younger male patients.

How aesthetics professionals can tap into the growing male market

Pinterest’s 2025 Men’s Trend Report confirms that younger men are rejecting outdated ideas of masculinity in favour of self-care, beauty and wellness.

With over 65% of men globally wanting to express their authentic selves online according to the report, this translates into real-world behaviours.

For aesthetics professionals, this means it’s time to:

• Offer gender-inclusive marketing and service menus
• Stock skincare and wellness products that appeal to male concerns
• Create content that supports confidence, authenticity and experimentation

As male patients become more brand-loyal and values-driven, professionals who adapt now will be well placed to attract this new wave of conscious consumers.