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.