Beauty standard
The looks a society or period holds up as attractive; they change across places and centuries.
Also: beauty ideal
Beauty standards are shared ideas about attractive faces and bodies. They differ widely: high plucked foreheads in fifteenth-century Europe, shaved and repainted brows at the Heian court in Japan, and changing ideals of skin colour, lip size and eye shape today. Historians and sociologists note that standards are shaped by fashion, class, media and colonial history. Many people and campaigns now push back against narrow ideals, especially those that favour lighter skin.