Golden ratio claims
The claim that attractive faces follow the golden ratio, about 1.618; studies have not found good support for it.
Also: phi face, golden mask
The golden ratio, about 1.618, is a number from geometry. Writers and some cosmetic marketers have claimed that faces seen as beautiful match it in many proportions, and in the 1990s a facial "golden mask" built on the ratio was widely shared. Researchers who have tested the idea have found that people's judgements of faces do not line up well with the ratio, and that attractive faces come in many proportions. It is best treated as a claim, not a rule.