Abstract

The article provides an overview of today’s society’s obsession with looking more and more beautiful. It provides a historical overview and definitions of what is considered attractive. Sociocultural influences have shaped what has ultimately been established as “attractive”. Good-looking people are known to have advantages in spreading their genes. The increasing popularity of social media plays a crucial role in the development of an addiction to beauty. Media not only creates pressure to conform to a desired appearance, but also provides an additional and increasingly relevant platform for bullying when societal beauty ideals are not achieved. The incongruity between the optimized online appearance and the real appearance naturally creates dissatisfaction and is associated with the development of e.g., anxiety disorders, body dysmorphic disorders and emotion regulation. The neurological correlates of the addiction to beauty and attractiveness are deeply rooted in the mechanisms of the brain’s reward system. When we look at a beautiful face, the nucleus accumbens in particular is activated. This neural network is a central area that plays a key role in motivation. In addition, the opioid system plays a crucial role in enhancing the perception of attractiveness and may contribute to the development of addiction to cosmetic surgery or other aesthetic procedures. It should be noted that the addiction to beauty is often closely associated with low self-confidence. Studies indicate that constant confrontation with idealized beauty standards can lead to dissatisfaction with one’s own body, especially among young women. The relationship between beauty addiction and a lack of self-confidence is particularly evident when people compare themselves too often with idealized images of beauty and develop feelings of inadequacy.

Keywords:Beauty; Attractivity; Addiction; Social media; Reward system