This study explores how men make sense of their participation in the feminized practice of salon hair care. By placing white, middle-class, heterosexual men at the center of analysis, I investigate the meaning of beauty work for a population that has been overlooked in research on gender and the beauty industry. Specifically, I demonstrate that men embed their purchase of salon hair care in the need to appropriate expectations of white professional-class masculinity. Ultimately, these men reproduce raced and classed gender (...) differences in the hair salon by resisting feminization while at the same time transgressing gender boundaries. (shrink)