Man s concern with well being and beauty was always present in the history of humanity; however, the use of cosmetics and personal care products turned to be synonymous of feminine practices, condemning for a long time those who dared to disagree with this conception; however, the paradigm is being transformed and in recent years we can see an exponential growth of masculine consumption of beauty. Thus, the present study has for objective to investigate the masculine universe in what it refers to man’s personal care, better understanding which are the motivators of their beauty practices and how do these motivators influence man’s consumption behavior related to their appearance. Supported by a qualitative methodology based on interviews, we obtained the stories of twelve upper class young adults from Rio de Janeiro city. The results are divided in three blocks. The first one presents the internal motivators, as auto-esteem, autoconcept and auto-affirmation. Subsequently, we present the external motivators, where the social acceptance and the pressure of the aesthetic ideal share space with the great influence of woman, presented in three different ways, specially as a comparison parameter, delimiting what it is reasonable and what is excessive for the auto-called average man. In this context, we also evaluate the masculine practices and consumption habits of personal care products. Finally, we conclude that, for man, taking care of beauty can be described as a functional, and even strategical, practice: appearance is taken as a social weapon, favoring the conquest of the decurrent benefits of a good look.