The constant pressure of the ideal, we know for a long time has affected us and given many consequences for women and their well-being. But it is only in recent years that people have begun to examine the ideals of beauty and the pressure there is on men to look and be a certain way. This study aims to fill part of this research gap by investigating young men's perspective on male beauty ideals and cosmetic procedures. I pose the following questions: 

How do young men view male beauty ideals and beauty procedures? How do young men view society's influence on themselves/ their own bodies? How are young men affected by beauty ideals and the increase in cosmetic procedures in society?

Building on in-depth interviews with eight young men in Sweden, this study shows that young men both reject cosmetic procedures but at the same claim that they might do the procedures on their own body in the future. This contradiction can be understood with Connells concept of hegemonic masculinity, Goffman’s concept of Stigma and Butler's concept of performativity and the heterosexual matrix. The hegemonic masculinity that young men relate to is constantly changing, and therefore the stigma surrounding specific cosmetic procedures are transformed.