In this chapter we consider how heterosexual men are investing in their appearance in light of the contemporary consumerist promotion of body perfection on the one hand and the ‘obesity epidemic’ on the other. We draw on studies of male ‘metrosexual’ cosmetic use and men engaged in weight management projects to examine how men account for their investment in appearance practices. We show that men are indeed interested in how they look, that they often frame their grooming activities in masculinised ways, and that they sometimes display vulnerability when body-related aspirations are not fulfilled. We discuss our findings with reference to debates on contemporary masculinities, arguing that conventional notions of masculinity still inform men’s construction of embodied practices and identities. While rejecting notions of a ‘crisis in masculinity’, we nonetheless suggest that many men and boys may require support in recognising and acting on body dissatisfaction.