Whilst debate around the sexualisation of culture proliferates across discursive arenas, the potential meanings and impacts for the lives of women, girls and young people dominates discussion. Meanwhile, consideration of men and masculinities remains scarce or only thinly sketched across the field. This viewpoint explores sexualisation as a problematic cultural context for gender equality and ending violence against women and girls, and raises a series of questions for related research agendas. It offers a reflection on what can be gained by turning the gaze away from young people, women and girls onto men and masculinities and exploring sexualisation in the broader context of gender relations and cultural production.