Modern men the world over are becoming increasingly fascinated with their image spending more of their disposable income on beautification products and services. Indeed, many men report these as essential for employment and social progression. But do these relatively new developments – aspects of so-called metrosexuality - signal a challenge to the dominance of traditional masculinities? Departing from traditional sociological explanations this book examines the phenomenon from the perspective of the self-identified metrosexual highlighting the negotiation and construction of masculinities and sexualities in the twenty-first century.