Postfeminist cultural representations have shown men as bumbling anti-heroes, and as sensitive and supportive of feminism. Research on postfeminist men has mainly been based on UK and US cultural representations, while other contexts have received little attention. In this article, I deepen the understanding of postfeminist portrayals of men by focussing on Sweden and on formulations of men’s emotionality and sexuality. I also develop the idea of postfeminist feeling rules by relating it to men. The material of the study is Boys, a 2015 Swedish TV series about two young feminist men. The article discusses several feminist-inspired discourses present in the series, including narratives of personal development, men’s emotions as in themselves progressive and a (semi)problematization of heterosexuality, all of which reduce gender politics to concern mainly the emotional lives of men. The postfeminist feeling rules formulated in the series privilege reflexiveness and, ostensibly, ‘letting out’ feelings and sexual desires. However, I argue that the series suggests a careful curating of emotional displays, excluding, for instance, aggressiveness. The article demonstrates the importance of critically scrutinizing mediated productions of postfeminist masculine positions in different contexts, and deepens the understanding of how postfeminism addresses and produces masculine subjects.