ASCP Esty Talk – Ep 345: Men’s Trend Report (Sept 3, 2025)

Episode Overview

In this lively and insightful episode of ASCP Esty Talk, co-hosts Maggie Stasik (ASCP Program Director) and Ella Cressman (Licensed Esthetician & Content Contributor) discuss Pinterest’s first-ever Men’s Trend Report and its implications for estheticians. With men now making up a significant portion of Pinterest’s users, the hosts break down the top trends shaping men’s interests in skincare, wellness, and self-care. They explore how estheticians can tailor services and marketing strategies to capture this evolving market, sharing personal anecdotes, practical tips, and plenty of humor.

Key Discussion Points & Insights

1. Men’s Rising Presence on Pinterest and Self-Care Online

• [01:36–02:51]
  • Maggie introduces the context: Pinterest’s annual predict report has, for the first time, a special focus on men.
  • Men (mostly Gen Z) now make up over one third of Pinterest’s global audience, drawn by its “positive corner of the Internet” reputation.
  • “[Pinterest] feels safe for them. So guys are embracing the ‘I take care of myself because I challenge myself’ vibe.” — Maggie [03:41]

2. Top Men’s Trends According to Pinterest

a) Climbercore: Outdoor Wellness Meets Skincare

• [03:02–04:31]
  • Characterized by outdoorsy aesthetics (rock climbing, hiking), performance gear, and a focus on skin health.
  • Search terms like “rock climbing aesthetic” and “hiking skincare” are up 100%.
  • Estheticians can identify these clients and recommend SPF, recovery masks, and barrier-protective products.
  • “This is your cue. They’re a climbercore type of guy. You can build that into your consultation...” — Maggie [04:13]
  • Ella suggests targeting social posts to this audience: “...social media imagery of a guy in climber aesthetic with a mask... just the influence of this can be translated into some of your social media posts.” [04:31]

b) Buffed Beauty: Men Embracing Corrective Skin Services

• [04:54–06:18]
  • Notable spikes: Men’s facials up 230%, microneedling up 50%.
  • Men seek professional treatments for specific skin concerns, want visible results, and are knowledgeable about advanced treatments (like hydrodermabrasion).
  • “They are hip. The US male grooming market... is projected to hit over 80 billion by 2030. So... that’s not niche. That’s mainstream.” — Maggie [06:04]
  • Discussion of how corrective/integrated services are now not only accepted but expected.

c) Older Brother Energy: 90s Grunge Meets Minimalist Skincare

• [06:33–08:02]
  • Trend marked by laid-back, “worn in but intentional” vibes (think Keanu Reeves, Jordan Catalano).
  • Simple, minimalist routines resonate: one cleanser, moisturizer, SPF, possibly a serum.
  • “This might be a great opportunity to introduce minimalist skincare or the basics for this type of clientele.” — Maggie [07:27]
  • Ella: “Simple, simple, simple and targeted.” [07:41]

d) Hydrated Hustle: Wellness and Performance Overlap

• [08:03–09:40]
  • Focus on hydration (inside and out), with men increasingly interested in functional hydration (hyaluronic acid, ceramides), tracking intake, and incorporating it into routines.
  • Pilates for men and use of creatinine, electrolytes, etc. Representation of hydration in social posts encouraged.
  • “Hydration is not just externally and applied topically to the skin, but it’s also internally.” — Maggie [09:00]

e) Tech, Finance & Identity: Data-Driven Skincare

• [09:40–10:48]
  • Men incorporate their interest in tech, finance, and data into their self-care: high-tech skincare tools, products with clinical studies, app-based tracking.
  • “This is important when you're picking products for your practice that have clinical studies or before and after pictures that you could show.” — Ella [10:16]
  • Personal stories about clients requesting science-backed skincare.

3. Personal Anecdotes & Market Implications

• [10:56–14:42]
  • Both hosts share stories about men in their lives (husbands, brothers, clients) who embrace skincare routines—whether minimalist or more involved.
  • The “embarrassment factor” is fading. Men now openly discuss their routines (even on group trips), recommend products, and book services independently.
  • “...men paint their nails. They go and get facials. They see their esthetician. They have a regimen at home, either extensive or basic...” — Maggie [14:10]
  • Skincare conversations among male friends are increasingly common, showing true cultural integration.

4. Key Takeaways for Estheticians

• [14:53–15:03]
  • The successful esthetician meets men where they are—by embracing trends like Buffed Beauty and Hydrated Hustle, marketing to men’s interests, and speaking their “language.”
  • “Men aren’t just dabbling beauty. They’re diving into skincare, wellness, style, identity. And the estheticians who know how to speak their language, that’s the one that stands out.” — Maggie [15:03]
  • “Beauty isn’t just for the girls anymore.” — Maggie [15:03]

Notable Quotes & Memorable Moments

• On the shift in men’s self-care openness
  • “It’s now acceptable. It’s not embarrassing. Men paint their nails. They go and get facials. They see their esthetician… it’s just like, I think, starting to become more part of our culture.” — Maggie [14:10]
• On minimalist routines for “older brother energy”
  • “Simple, simple, simple and targeted.” — Ella [07:41]
• Personal sharing:
  • “My husband is into it. Like, he has his routine... he’s the one that informs me when he’s out of eye cream, like he’s about it.” — Ella [11:11]
• Marketing tip:
  • “Social media imagery of a guy in climber aesthetic with a mask... just the influence of this can be translated into some of your social media posts.” — Ella [04:31]

Timestamps for Key Segments

• Intro to Pinterest’s Men’s Report: [01:36–03:02]
• Climbercore Trend: [03:02–04:31]
• Buffed Beauty Trend: [04:54–06:18]
• Older Brother Energy Trend: [06:33–08:02]
• Hydrated Hustle Trend: [08:03–09:40]
• Tech, Finance & Identity Trend: [09:40–10:48]
• Personal Stories & Market Mainstreaming: [10:56–14:42]
• Final Takeaways for Estheticians: [15:03–end]

Conclusion

The episode emphasizes that men are no longer on the periphery of the skincare and wellness industry. Men are embracing a variety of routines, seeking results, and engaging in trends formerly considered niche. Successful estheticians will be those who recognize the diversity within men’s interests and speak authentically to them—making skincare mainstream for everyone.

Call to Action:
Listeners are invited to share their experiences with male clients via social media or email, continuing the conversation and broadening the understanding of this growing market.