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Drawing on a multi-method approach consisting of virtual ethnography, interviews, and content analysis, this study explores the ways in which members of the involuntary celibate (incel) community come to understand, account for, and react to their perceived failures in achieving masculinity. Incels define themselves as men who are incapable of achieving romantic and sexual intimacy due to their inability to embody normative masculine ideals. Using a multi-method approach consisting of virtual ethnography, interviews, and content analysis, I demonstrate that upon realizing their persistent failure to “do” masculinity appropriately, incels develop intuitive theories (e.g. folk science) to account for their failures. I argue that their theorizing brings forth adverse consequences, including fatalistic tendencies, a propensity toward self-harm, and emotional distress.