open access publication

Article, 2023

”I dag må man gerne se ud som om, at man gør noget ud af sig selv som fyr”: Kosmetisk modificeret maskulinitet mellem muligheder og pres

In: Kvinder Køn & Forskning, ISSN 0907-6182, 2245-6937, 1, Pages 179-195, 10.7146/kkf.v35i1.133896

Contributors (2)

Rasmussen, Signe Rom (0000-0003-3406-7142) [1] Hvidtfeldt, Karen (0000-0002-5116-6962) [1]


  1. [1] University of Southern Denmark
  2. [NORA names: SDU University of Southern Denmark; University; Denmark; Europe, EU; Nordic; OECD]


The market for non-invasive cosmetic treatments for men has experienced a significant growth in the recent years. The article contributes to the discussion on masculinity and appearance with new empirical data from Denmark, where the male body is increasingly emerging as cosmetically modified in the media. In the article, we explore how cosmetic bodywork influence on men’s experiences and perceptions in relation to masculinity, appearance, and ageing, based on qualitative interviews with Danish men aged 27-63 who regularly use cosmetic treatments. We apply affect theory to frame our analysis of the men’s narrative accounts. We argue that the men who use cosmetic treatments experience both an increasing acceptance of cosmetic bodywork for men and feel happy about their cosmetically modified appearances. Their experiences are, however, marked by ambiguity, as the men also experience an increasing pressure to work on their appearance and hide the signs of ageing and several of the interviewees described feeling addicted to the cosmetic treatments. We highlight ‘the natural’ as a dominating ideal for correct and respectable self-presentation in the Danish context.


Danish context, Danish men, Denmark, FYR, OM, acceptance, account, aging, ambiguity, analysis, appearance, article, body, bodywork, context, cosmetic treatment, data, discussion, empirical data, experience, feelings, growth, ideal, influence, interviewees, interviews, male body, market, masculinity, medium, men, men's experiences, narrative accounts, new empirical data, perception, pre, pressure, qualitative interviews, recent years, relation, significant growth, signs, theory, treatment, years