This article is about cosmetics; masculinity and the esthetisation of the male body as an arena of meaning in relation to gender. Experiments with the appearance are challenging the border between femininity and masculinity; while at the same time new limiting borders are created. To be ‚Äúunmanly‚ÄĚ is talked about by the interviewed men as a new form of being manly. Cosmetics can show; apart from beautifying; that you are fashion conscious; equal to women and no homophobe. The growing care about appearance among men and the increased exposure of the male body is often called a feminisation. Here is argued that rather than being a feminisation in the form of an objectification; it should be understood as a successful project of masculinity; one of the expressions of hegemonic masculinity.