摘要

Objectives: (1) understand the evolution of men's attitude towards cosmeceuticals/cosmetic treatments in the past 50 years, and the background events that facilitated this transformation (2) While more and more men are embracing cosmetic treatments, they also suffer from increasing masculine gender role stress. How do we cope with this phenomenon (3) the difference between traditional, toxic masculinity and new masculinity Introduction: In the past few decades, the percentage increase of cosmetic treatments for men is higher than women. But cosmetic treatments or cosmeceuticals used to be perceived as feminine just a generation ago. Consumerism, gender equality, social media, all contribute to this transformation. In terms of cosmetic-treatment-seeking behaviors, there are many differences between men and women. Also, facing the increasing masculine gender role stress (traditional role of men being challanged), some men react in a negative way (BDD, toxic masculinity). It's time to re-define masculinity. Materials / method: literature research social observation personal experience treating male patients Conclusion: Toxic masculinity refers to certain harmful cultural and societal norms that are associated with masculinity such as maintaining the appearance of being tough or dominant, encouraging violent attitudes and behaviour, and suppressing emotions or distress. Modern new masculinity reflects the embodiment of men who are sensitive, thoughtful, creative, and openly embrace their identity Having cosmetic treatments really doesn’t reduce your masculinity, in a study on women’s perception of men receiving cosmetic procedures