There are various ways in which society deems it acceptable for women to enhance their looks but not men.
Want to make your eyes look bigger? Mascara. Need to cover a spot? Concealer. Want to make your legs look longer? Pop on some heels.
But times are a changing, and it appears heels for men are now actually in vogue. Literally, for fashion bible Vogue has decreed it.
"It takes a self-assured, kingly attitude to confidently clack against the grain," they say. "You could even say these men are on the heels of something sexy."
No longer the preserve of short men trying to sneakily improve their stature, some of the most stylish and influential males in the world right now are proudly sporting heels.
We're not talking stilettos, but rather chunky heeled boots.
Of course, not everyone is on board with this development in the world of male footwear - traditionalists argue that heels are for women and flat shoes are for men. But why should they be?
Gender lines are blurring and fashion is increasingly androgynous, and men wearing modest heels is just, well, a sign of the times.