10 Transformations in How Beauty is Defined Over Time

The Greek legend of Narcissus serves as a warning. The attractive hunter gazed into the water and became enamored with his reflection. Unable to tear himself away from the beauty he saw, he perished alone. The moral: Avoid becoming fixated on your appearance.

However, studies show that there’s a valid reason to care about our looks. Research indicates that attractive individuals enjoy certain life advantages. From infancy, adorable babies receive more attention from caregivers than their plainer peers. Attractive children often become teacher favorites, and physical beauty appears to boost career success. Economists suggest that beautiful women earn 4% more than their less attractive peers, while handsome men earn 5% more. Over a lifetime, this could mean a good-looking man earns $250,000 more than someone less attractive [source: Bennett].

Although we may not wish to end up like the tragic Narcissus, most of us strive to present our best appearance and enjoy the benefits that come with being attractive. Countless products and treatments promise to help us achieve these goals. However, societal beauty standards are constantly shifting, making our quest for beauty a lifelong journey influenced by ever-changing trends. In this article, we explore 10 historical shifts in what society deems beautiful.

10: Thin Is In

Strolling through an art museum, you’ll likely encounter numerous paintings featuring curvaceous, full-figured female nudes. For centuries, a thin physique was associated with poverty, as it suggested a lack of food and constant physical labor. In contrast, a fuller figure symbolized affluence and attractiveness.

By the late 19th century, the concept of "dieting" began to enter everyday language, initially targeting men, as women were still expected to maintain a voluptuous shape [source: Vester]. Over time, carrying extra weight became a source of embarrassment, and a slim figure became the ideal. Despite criticisms about airbrushed models, unrealistic celebrity images, and Barbie’s unattainable proportions, both men and women pursue thinness, often resorting to extreme measures like disordered eating, excessive exercise, and cosmetic surgery.

9: Makeup is a Must

Ancient Egyptians, Greeks, and Romans adored cosmetics. Archaeologists have uncovered ancient kits containing early forms of mascara, foundation, and lipstick. However, these early adopters were outliers, as makeup fell out of favor in subsequent centuries. In the 1800s, a woman wearing lipstick was often assumed to be either a prostitute or a stage actress (a profession viewed as equally scandalous). Queen Victoria even publicly denounced makeup as vulgar, and modesty became the prevailing beauty ideal for decades.

Makeup made a dramatic comeback with the rise of motion pictures. Max Factor, often hailed as the father of modern makeup, not only developed products suited for film but also cleverly marketed them to everyday women. Today, the makeup industry is a multi-billion-dollar enterprise, offering everything from vibrant, bold hues to products that create a natural, no-makeup look.

8: Go Golden, Girl

For centuries, pale skin was the ultimate beauty ideal. Both men and women used ceruse, a lead-based white paint, to achieve a fair complexion. Some even painted delicate blue lines on their faces to signify their noble lineage or "blue blood." A suntan, on the other hand, was associated with the lower classes, who worked outdoors in the fields.

However, at the dawn of the 20th century, tanned skin became the new trend. Coco Chanel accidentally popularized this look after getting sunburned on a yachting trip, inspiring her followers to embrace the sun. Doctors began recommending sun therapy, and the upper classes quickly adopted outdoor sports. With the working class now laboring in factories, spending time outdoors was no longer seen as low-class. Even today, despite awareness of the risks of skin cancer and sun damage, people still seek bronzed skin through sunbathing or tanning salons.

7: Bye-bye, Blue-eyed Blonde

In 1991, Allure magazine surveyed Americans about beauty ideals, revealing that Christie Brinkley—a blonde, blue-eyed, fair-skinned model—epitomized the standard. Two decades later, in 2011, the same survey showed a shift: Angelina Jolie, with her dark hair and full lips, was now the beauty ideal. When asked to rank anonymous models, both men and women favored non-white models as the most attractive.

The 2011 survey also found that mixed-race women were considered the most beautiful in the U.S., prompting Allure to declare the blonde ideal "dethroned" [source: Peterson]. Participants attributed this shift to increased diversity in the country. Historically, "whiteness" dominated beauty standards, leading many to use skin-lightening creams. Even in media, white has symbolized goodness, while black has been associated with evil. Whether beauty standards will continue to embrace diverse races remains to be seen.

6: The Ever-changing Head of Hair

Hair beauty standards have shifted more than any other beauty ideal throughout history. During Queen Elizabeth I's reign, people plucked their hairlines and wore elaborate headdresses. Trends have ranged from short bobs to long, flowing locks. We’ve curled, straightened, crimped, and permed our hair, styled it into beehives, braids, spikes, and more. Hair has been dyed, highlighted, and adorned with jewels. Some spend hours achieving a messy, bedhead look, while others opt for intricate styles for special occasions. Gray hair remains unpopular due to fears of aging. For black women, hair has been particularly complex, with some embracing natural styles like Afros, while others invest in straightening treatments or weaves.

5: Who Wears Short Shorts? Gals With Shaved Legs

Although ancient cultures practiced body hair removal, it wasn’t a widespread beauty ritual until the 20th century, as women’s fashion previously covered most skin. However, in the early 1900s, sleeveless evening gowns gained popularity, and razor companies saw an opportunity to expand their market beyond men. Advertisements in women’s magazines encouraged smooth underarms to complement the new sleeveless styles. These ads were highly instructional, teaching women how and why to shave. It took years before the focus shifted to promoting specific razor brands [source: Hansen]. The push for leg shaving came later, driven by rising hemlines and a post-World War I nylon shortage.

What began as a novel concept—shaving legs and underarms—has become a rite of passage for many girls entering puberty. However, body hair trends extend beyond this, so keep reading to explore other hair removal practices.

4: The Hair Down There

The trend of women shaving their underarms and legs emerged as fashion began revealing more skin. As clothing became increasingly minimal, full nudity has grown more prevalent in modern society. From revealing bikinis to the rise of online pornography and media set in strip clubs, exposed skin is no longer shocking. Critics argue this has led to a new beauty standard where women remove most or all of their pubic hair. Surveys of Playboy centerfolds show pubic hair was common in the 1970s and 1980s but disappeared by the 1990s [source: Featherstone]. Today, many women consider bikini or Brazilian waxes essential, though debates persist. Do men who prefer hairlessness have a preference for pre-pubescence? Should women adopt a trend rooted in pornography, and does it enhance their love lives? At what age is a bikini wax appropriate? Regardless of opinions, pubic hair has become another type of body hair many women strive to eliminate.

3: Beauty Is in the Nose of the Beholder

While beauty is often seen as a visual trait, scent plays a significant role in defining attractiveness. Would a supermodel who didn’t shower for months still be considered beautiful? If she arrived at your door smelling unpleasant, would her beauty remain undeniable?

Cleanliness, often equated with godliness, eventually became a key element of beauty, a notion that would astonish earlier generations who never bathed. Fears of illness, like the plague, or the sin of nudity deterred regular bathing. While perfume has a long history, its aggressive marketing in the 20th century established it as essential for beauty. Similarly, the concept of "body odor" was popularized by advertisers to sell deodorants and antiperspirants [source: George Mason University]. Today, natural scents are often frowned upon, with many striving to smell like baby powder, flowers, or fruits.

2: Plastic Surgery Gains Acceptance

Once reserved for vain socialites and celebrities, plastic surgery has gained widespread acceptance. In 2010, $10.1 billion was spent on cosmetic procedures, a 1.2 percent increase from the previous year [source: Hendrick]. Surveys show not only a rise in procedures but also growing public approval of such surgeries [source: Rosen].

Originally intended for war veterans and those with severe birth defects, plastic surgery is now widely used to alter disliked body features. While beauty trends evolve, some ideals remain constant—youthfulness and ample breasts, for example. Plastic surgery helps people meet these standards, with procedures becoming more affordable and recovery times shorter. Despite criticism, treatments like Botox, facelifts, and liposuction continue to grow in popularity.

1: Men are Getting in on the Game

Historically, beauty was seen as a female concern, with men described as "handsome" or "attractive" rather than "beautiful." However, the beauty industry has begun targeting men, recognizing their growing insecurities about appearance. In 1997, $2.4 billion was spent on men’s grooming products, rising to $4.8 billion by 2009 [source: Newman]. Men are increasingly turning to products like concealer and moisturizers to enhance their looks.

While some men avoid makeup, they are open to surgical enhancements. In 2010, men underwent 1.1 million cosmetic procedures, a 2 percent increase from the previous year [source: Hendrick]. The most popular procedure for men was facelifts. Although women still dominate cosmetic surgery, men are increasingly joining them in plastic surgeons' offices.