I don’t think masculinity gets described as something negative in a society. Toxic masculinity doesn’t seem to be applicable to everything as you said… I, personally, noticed that this term references toxic behaviours associated with masculinity that harms men, their views, lives, emotional and physical health. Meaning, masculinity itself is a normal thing and is widely accepted by the society; but when people use it for toxic purposes, it’s being described as a toxic tool/concept. Same goes for toxic femininity and other toxic things. Toxic education is also a thing, for example; although this term is not used as often.

I have always talked about how men are being subjected to toxic stereotypes, injustices and other awful views in the society. If using a term “toxic masculinity” helps point out some of those harmful behaviours directed at man, I’ll use it. To be honest, it seems to be working, at least when I use it to describe certain behaviours that harm men. Discussing toxic femininity also helps. Is it all toxic? Yes. But these terms make sense.