Grooms are stepping up their wedding day preparations, with a growing number opting for makeup, skincare, and nail treatments to enhance their polished look. Research from Pinterest reveals that searches for “groom makeup” have surged by 42% over the past year, indicating a significant shift in men’s wedding grooming habits.
Naureen Mohammed, director of consumer packaged goods at Pinterest UK, explains, “When it comes to weddings, they’re no longer a beauty moment just for brides.” This trend is gaining traction as men embrace beauty as a means of self-expression, much like fashion and hairstyling. Social media platforms like Instagram and TikTok have also seen a 31% increase in posts mentioning grooms’ beauty routines in 2025 compared to the previous year, according to influencer marketing agency Billion Dollar Boy.
Pinterest’s findings highlight that searches for “men’s nails” have more than doubled, rising by 110% year-on-year. As men continue to invest in their appearance, beauty is increasingly seen as an essential part of their wedding day preparations, reflecting broader shifts in attitudes toward male grooming.
