The pursuit of beauty across four diverse cultures

– by Marta Kowal

We might not spend much time thinking about how much we pursue beauty, yet we undoubtedly spend a lot of time actually doing it. In one of our large-scale, cross-cultural quantitative studies, 99% of our sample (93,158 participants from 93 countries) reported spending more than 10 minutes a day enhancing their physical attractiveness. These results were remarkable! Yet, after conducting that large-scale study, we couldn’t help but wonder: did we miss something? Or more precisely, what did we miss?

To explore this question, we adopted an emic approach, which emphasizes understanding cultures from an insider’s perspective. We conducted semi-structured, in-depth interviews with people from four distinct societies: the Cook Islands, Guatemala, Pakistan, and Poland. We asked three core questions: What do people do to enhance their physical attractiveness? How intensely do they engage in these behaviors? And why do they do it? This approach allowed us to go beyond predefined survey questions and uncover a richer, more nuanced understanding of beauty-enhancing behaviors around the world.

Our new study brought several fascinating findings.

First, enhancing physical attractiveness emerged as a universal behavior. Whether in Poland, Guatemala, Pakistan, or the Cook Islands, people actively engaged in practices to improve their appearance.

Second, we found a consistent gendered pattern: women spent more time than men improving their appearance, though the exact amount of time varied by culture. For instance, Cook Islander women reported typically spending 15–20 minutes a day on their appearance, while Polish and Guatemalan women reported dedicating around 30 minutes. Pakistani women topped the list, averaging 45 minutes daily. In contrast, men reported spending significantly less time—between 5–10 minutes in the Cook Islands and 15–30 minutes in Pakistan. This disparity reflects societal expectations and evolutionary pressures, as women’s physical appearance tends to play a larger role in mate selection and social evaluation across cultures.

Third, while many beauty-enhancing activities were universal—such as maintaining hygiene, hairstyling, wearing makeup, and choosing clothing—how people approached these behaviors varied widely across cultures. In Pakistan, gold jewelry and well-groomed beards were particularly emphasized, while in the Cook Islands, floral adornments held cultural significance. Poles prioritized body shape and balanced makeup, whereas Guatemalans focused on fashionable clothing.

Summarizing our findings, at its core, the drive to enhance physical appearance seems to serve two primary evolutionary purposes: competing for mates (inter-sexual competition) and outperforming rivals (intra-sexual competition). Whether it’s through a perfectly tailored outfit or shiny, well-kept hair, these efforts signal health, vitality, and desirability—traits that are universally valued.

On a more immediate level, participants identified different reasons for engaging in beauty-enhancing behaviors. Social media emerged as a powerful influence, with participants frequently citing it as both an inspiration and a source of pressure. However, motivations extended beyond digital trends.

Cultural and social norms often dictated how individuals presented themselves and the consequences of deviating from those norms. Religious beliefs also played a role, especially among Christian and Muslim participants, who mentioned spiritual motivations for enhancing their appearance. For example, a Guatemalan participant (Man11) reflected, “The way I look talks about my dad [God] in heaven.” Similarly, a Pakistani participant (Man6) explained, “We want to look good to God.” In the Cook Islands, a participant (Woman25) noted, “Because I am a bride. A bride for God, for Jesus.” These responses show how deeply cultural and religious values can influence the desire to look attractive.

One particularly striking finding came from the Cook Islands, where historical norms surrounding weight revealed a very different perspective on attractiveness. Traditionally, a man’s social status was linked to his wife’s size. A larger wife symbolized prosperity and the ability to provide. One participant (Man24) explained, “They [our fathers and grandfathers] praised themselves if their wives were big. My grandfather used to say things like, ‘I don’t want my wife to get blown away by the wind.’ … It’s hard to explain, but I’m more proud to have a big wife.” Another participant (Woman22) elaborated, “If your wife is skinny, you’re not feeding her. So, you know, it’s like a competition type of thing.”

These perspectives highlight how beauty standards are deeply rooted in cultural and historical contexts, challenging the notion of a single, universal standard of attractiveness.

While this research offers valuable insights, it’s important to acknowledge its limitations. The study relied on self-reported data, which can be influenced by memory biases and social desirability. Additionally, the four cultures studied—though diverse—don’t represent the full spectrum of human societies. Further research could explore other cultural contexts or use observational methods to provide a more nuanced understanding of beauty-enhancing behaviors.

So, why do people strive to enhance their physical attractiveness? From an evolutionary perspective, the ultimate goal is competitive advantage—whether in mate selection or social standing. However, the immediate reasons people cite often reflect cultural norms, personal preferences, and social influences. Ultimately, beauty is not just about appearances. It’s a complex interplay of biology, culture, and individual choice. The way we present ourselves to the world communicates who we are, what we value, and how we navigate our social and cultural environments.

The next time you pick out an outfit, apply makeup, or even choose a pair of shoes, you may want to take a moment to reflect. What message are you sending to the world? And how does your culture, your biology, and your personal preferences shape that message? In the end, the pursuit of beauty is as much about understanding ourselves as it is about appealing to others.

Read the original article here: Kowal, M., Sorokowski, P., Cardona, S. M., Castaňeda, A., & Faisal, C. M. N. (2024). Sex and cross-cultural comparison of self-enhancement practices: data from four distinct societies. Evolution & Human Behavior, 45(6), 106627.