On 9 September 2026, Pinterest published its 2026 men's trend report, built on the platform's internal search volumes: four families of trends, dozens of queries rising year on year, up to +725% for "italian beard fade". Pinterest already stated in July 2025 that men account for more than a third of its global audience, which reached 640 million monthly active users in the second quarter of 2026, including 157 million in Europe. Most media strategies still treat this audience as secondary. Here is what the report says, what it leaves out, and how a brand in Luxembourg can use it in its editorial planning.
The facts
- The report, published on 9 September on the Pinterest Newsroom, sorts rising male searches into four families: "Third Space Season" (retreats, running clubs, padel, pottery, woodworking), "Host Mode" (entertaining at home: vinyl, coffee, sharing boards, board games), "Quiet Upkeep" (skincare, haircuts, beards, fragrance) and "Workwear Wardrobe" (workwear, leather, pink, accessories). Each query comes with a year-on-year growth percentage.
- The steepest rises: "soft wolf cut men" +1,154%, "beard fade men" +764%, "running club" +749%, "italian beard fade" +725%, "vintage workwear outfit men" +442%, "vinyl listening room" +407%, "charcuterie board design" +390%, "wood carving ideas" +389%, "easy woodworking projects" +316%, "mahjong table" +202%. According to Pinterest, searches by Gen Z men grew 17% in a year and now account for more than 62% of monthly male searches.
- The weight of this audience: in its first men's report, published on 8 July 2025, Pinterest wrote that men represent "more than one-third" of its global audience. The 2026 report does not update that share. The second-quarter 2026 results, published on 4 August, give 640 million monthly active users worldwide (+11% year on year), including 157 million in Europe (+8%), for quarterly revenue of $1.18 billion.
- The limits: the percentages are changes in search volume, with no absolute figures and no stated reference period. A 725% rise on "italian beard fade" may start from a very low base. The data is global, with no breakdown by country or European region, and the queries quoted are in English.
What do these figures reveal for a brand's editorial targeting?
The 2026 report is the second Pinterest has devoted to men, fourteen months after the first. Its useful reading lies less in the spectacular queries than in the four families: they describe content occasions (planning a retreat with friends, setting up a coffee corner, choosing a fragrance, putting together a workwear outfit) that brands in retail, crafts, wellness, sport, home decor or beauty can feed with their own products. For those sectors, Pinterest's internal search data works as first-party data, usable in editorial planning and advertising targeting, in the same way as a Search Console export. It has one advantage over Google data: Pinterest is an engine of future intentions, where people search for what they plan to buy or do, which gives a brand time to produce the content before demand peaks.
The figures also document a shift in audience that many European advertisers have yet to take on board. Pinterest is still seen as a mostly female platform in most media plans, and that image has a cost: in a market such as Luxembourg and the Greater Region, where the platform's male audience is not measured publicly, the only way to know it is to test. A business account gives access to audience statistics by gender and age group, and the public Pinterest Trends tool shows how a query is evolving on the markets it covers. Two checks that take an hour and stop you reasoning from an outdated picture.
That leaves the caution of transposition. The published trends are global and English-language; a Luxembourg brand speaks to a French-, German- and English-speaking audience, in a territory where search habits differ. The sound method is to take the four families as hypotheses, test them against the real searches of your own markets, then produce content that answers a precise intention: a tutorial, a selection, a buying guide, a pinnable product page. The same logic applies to LinkedIn, Instagram or TikTok: an editorial calendar is built on what people are looking for, rather than on what the brand feels like saying this month.
AIxH's view
This is the work our social media agency in Luxembourg covers: crossing the platforms' internal search data with a brand's content objectives, rather than relying on an outdated picture of the audience. We look at this kind of signal before setting an editorial calendar, on Pinterest as elsewhere, with human editorial direction and AI-accelerated production. If you want to check what your audiences are really searching for, a targeting review is enough to make it clear.
