For decades, the Julian Eltinge Theatre on West 42nd Street bore testament to his stature. But Eltinge longed to play serious roles which did not require him to impersonate women; it was a lifelong struggle. He constructed a hypermasculine offstage persona-- a cigar-loving former Harvard athlete who beat up anyone who questioned his manliness--most of which wasn't true. But Eltinge's efforts were essential in a culture increasingly focused on separating "real men" from "inverts" and "perverts," demanding men define themselves in new ways during a time of economic and cultural upheaval. During his heyday, Eltinge published a beauty and advice magazine for women, launched lifestyle-brand makeup and skincare products, and became a paid spokesperson for corsets and women's shoes, all without a hint of irony. Julian Eltinge's success with mainstream audiences, ever avoiding suspicions and scandal, says much about the emergent middle-class white heteronormativity of the era and what we have come to think of as the social construction of gender. Beautiful pays tribute to Eltinge and gives rich insight into his unique contributions to the transformation of cultural ideas about masculinity and femininity.