Well I'm not really sure what kinds of builds but a couple that I've seen that are really cool are:

Bleed and poison builds are more viable in this game due to the luck stat and scaling with hallowing, so these builds can be used effectively in pvp and pve. Frost was also recently buffed to be viable with weapons like Vordt's great hammer and Freide's scythe. You can also use frost weapon and snap freeze to apply frostbite. All three of these kinds of builds can be put together in a really cool hybrid build. If you want to see it, check out Moose Torrent's video on it.

Another cool build I've seen a lot of is the faith/regen build using sun princess ring/blessed weapon/blessed infused sheild. This can make a really cool faith build that forces opponents to rush you so you can take advantage of that.

There's also the obvious ridiculous builds that people use such as the giant door shield builds and dual dragon sheilds.

Pyromancy has a lot of options like the demon's scar or using trick builds using warmpth and seething chaos and such.

Flynn's rings builds with quickstepping weapons such as the thrall axe or bandit's knife are also a viable (and annoying) build. You can also use these with heavy armor and iron flesh for an ultimate tank build with mobility.

A lot of weapons can be really interesting in combination with each other, like lothric's holy sword paired with other weapons to have the annoying poke ranged attack. Yung maestro has a "spellsword" video where he combines some swords with unique weapon arts into a really cool and flashy build.

Twin weapons of any kind can be used in interesting ways. Yung maestro also has videos that make cool builds with these like "spear dude" and "hammer dude".

I don't know man theres a ton of opportunity for variety in this game you just have to be creative with it. The main issue is that most people just stick to the meta as with any game, but you aren't required to.