Sex Differences in Physical Attractiveness Investments: Overlooked Side of Masculinity

Abstract

Background: Public opinion on who performs more beauty-enhancing behaviors (men or women) seems unanimous. Women are often depicted as primarily interested in how they look, opposed to men, who are presumably less focused on their appearance. However, previous studies might have overlooked how masculinity relates to self-modification among men. Methods: We explored this issue in depth by conducting a qualitative Study 1 aimed to establish how men and women enhance their attractiveness (N = 121) and a quantitative Study 2 aimed to test time spent on activities that increase one’s attractiveness in a longitudinal design (with seven repeated measures from 62 participants; N(total) = 367). Results: We observed no sex differences in beauty investments. Although women spent more time on make-up and cosmetics usage, men caught up with women in exercising and bodybuilding. Conclusion: Our study provides evidence that there may not be such wide sex differences in the intensity of enhancing one’s appearance as has been previously thought. We hypothesize that this might partly stem from changes in gender roles regarding masculinity.

Narrative Review of Sex Differences in Muscle Strength, Endurance, Activation, Size, Fiber Type, and Strength Training Participation Rates, Preferences, Motivations, Injuries, and Neuromuscular Adaptations

“…Mealey (307) found that 20% of men ranked “appearance to opposite sex” as their number 1 reason of 7 for their gym workouts and 22% ranked it as their number 2 reason. Strength exercise as an investment strategy for enhancing physical appearance is also reported more by men than women (251). Finally, among male anabolic steroid users, desires to increase muscle mass and strength, to look good, and attract sexual partners are some of the more highly rated motivators for steroid use (88).…”

Examining the Prospective Bidirectional Associations between Subjective and Objective Attractiveness and Adolescent Internalizing Symptoms and Life Satisfaction

“…As such, the lack of sex differences found in the current study suggests that these theories, and their predicted associations with mental health, are equally relevant to boys and men. This is supported by the recent findings that there are no sex differences in the amount of time men and women invest in enhancing their attractiveness (Kowal & Sorokowski, 2022 ), and the increased rates of body disturbance, steroid use, and eating disorders in boys and young men (Nagata et al, 2020 ).…”

Young Adults’ Desired Life Tradeoffs: Love First, Sex Last

“…This suggests that males should be more concerned than females about their attractiveness to mating partners. This potential contradiction may be resolved by a small study that showed no sex differences in desire for personal attractiveness [53]. Because personal physical attractiveness should theoretically be important to mating alliances, we included it here.…”