It's all kind of bullshit, yes you can learn to be lovable and acceptable. It's not even masking, usually it's just manners or being mindful of people. The only catch is doing so doesn't mean you're going to get that back. Or get to choose who loves you.
People get so fixated on this idea "authenticity, authenticity bro be you're true self" because it helps them not consider which parts of themselves are a performance and which parts are automatic for them without intentional decisions.