Globalisation and technology have made the beauty industry both more dynamic and more innovative. Easy air travel has given rise to a global fashion industry, and looks conceived of in one country can quickly become the desired style around the world. The Internet has made it easier for tips, tricks, reviews, recommendations, and even warnings to circulate at light speed among the world’s connected consumers. As these same forces propel the beauty industry to new scientific advances, it’s important to understand what really matters to beauty consumers. Who sets the standards for beauty? What must one do to truly look beautiful? What does feeling beautiful mean? And what beauty dreams do we still have?