Thus there is an overt rule against making yourself beautiful and in fact allowing yourself to have any relationship to what are considered female attributes. To beautify yourself is considered in some ways a betrayal of masculinity. But the fact remains that beauty is there in men and we recognise it. There are lots of ideal men created by Hollywood who represent an ideal form of beauty, within certain limitations. Again this beauty is also both archetypal and inner beauty.
Some women deny that they look at the physical attractiveness of men.
They emphasise personality, steadfastness, reliability, kindness as their main measurements, but this can't be absolutely true. I suspect women are more likely to have to settle for inner beauty in men, or even more practical things, because male attractiveness is a socially low criterion. Women are more likely to think that because male external beauty is harder to find that it is not worth looking for. In contrast many men think the opposite, that women's beauty is such an emphatic issue that it is a sufficient criterion in selecting a woman. We my think that this is related purely to her look of fecundity.