In case anyone hasn't realized this yet, masculinity is a very, very fragile concept.
Men are taught from birth to play with certain toys, like certain things, and that things like pink, dolls, and even having emotions are only for women. Men are unfeeling, strong beacons of steel who play sports, drink beer, have deep voices, and date a ton of girls. This, in turn, has sprouted into the toxic concept that masculinity needs to be in everything a man does: laundry, food, sunscreen, bedding, and virtually everything in-between.
Here are a few examples of products def catering to masculinity and the tough guys who apparently need it: