The factors influencing human female facial attractiveness—symmetry, averageness, and sexual dimorphism—have been extensively studied. However, recent studies, using improved methodologies, have called into question their evolutionary utility and links with life history. The current studies use a range of approaches to quantify how important these factors actually are in perceiving attractiveness, through the use of novel statistical analyses and by addressing methodological weaknesses in the literature. Study One examines how manipulations of symmetry, averageness, femininity, and masculinity affect attractiveness using a two-alternative forced choice task, finding that increased masculinity and also femininity decrease attractiveness, compared to unmanipulated faces. Symmetry and averageness yielded a small and large effect, respectively. Study Two utilises a naturalistic ratings paradigm, finding similar effects of averageness and masculinity as Study One but no effects of symmetry and femininity on attractiveness. Study Three applies geometric face measurements of the factors and a random forest machine learning algorithm to predict perceived attractiveness, finding that shape averageness, dimorphism, and skin texture symmetry are useful features capable of relatively accurate predictions, while shape symmetry is uninformative. However, the factors do not explain as much variance in attractiveness as the literature suggests. The implications for future research on attractiveness are discussed.

Facial width-to-height ratio has received a great deal of attention in recent research. Evidence from human skulls suggests that males have a larger relative facial width than females, and that this sexual dimorphism is an honest signal of masculinity, aggression, and related traits. However, evidence that this measure is sexually dimorphic in faces, rather than skulls, is surprisingly weak. We therefore investigated facial width-to-height ratio in three White European samples using three different methods of measurement: 2D photographs, 3D scans, and anthropometry. By measuring the same individuals with multiple methods, we demonstrated high agreement across all measures. However, we found no evidence of sexual dimorphism in the face. In our third study, we also found a link between facial width-to-height ratio and body mass index for both males and females, although this relationship did not account for the lack of dimorphism in our sample. While we showed sufficient power to detect differences between male and female width-to-height ratio, our results failed to support the general hypothesis of sexual dimorphism in the face.

The use of cosmetics by women seems to consistently increase their attractiveness. What factors of attractiveness do cosmetics alter to achieve this? Facial contrast is a known cue to sexual dimorphism and youth, and cosmetics exaggerate sexual dimorphisms in facial contrast. Here, we demonstrate that the luminance contrast pattern of the eyes and eyebrows is consistently sexually dimorphic across a large sample of faces, with females possessing lower brow contrasts than males, and greater eye contrast than males. Red-green and yellow-blue color contrasts were not found to differ consistently between the sexes. We also show that women use cosmetics not only to exaggerate sexual dimorphisms of brow and eye contrasts, but also to increase contrasts that decline with age. These findings refine the notion of facial contrast, and demonstrate how cosmetics can increase attractiveness by manipulating factors of beauty associated with facial contrast.

Forms of body decoration exist in all human cultures. However, in Western societies, women are more likely to engage in appearance modification, especially through the use of facial cosmetics. How effective are cosmetics at altering attractiveness? Previous research has hinted that the effect is not large, especially when compared to the variation in attractiveness observed between individuals due to differences in identity. In order to build a fuller understanding of how cosmetics and identity affect attractiveness, here we examine how professionally-applied cosmetics alter attractiveness and compare this effect with the variation in attractiveness observed between individuals. In Study 1, 33 YouTube models were rated for attractiveness before and after the application of professionally-applied cosmetics. Cosmetics explained a larger proportion of the variation in attractiveness compared with previous studies, but this effect remained smaller than variation caused by differences in attractiveness between individuals. Study 2 replicated the results of the first study with a sample of 45 supermodels, with the aim of examining the effect of cosmetics in a sample of faces with low variation in attractiveness between individuals. While the effect size of cosmetics was generally large, between-person variability due to identity remained larger. Both studies also found interactions between cosmetics and identity–more attractive models received smaller increases when cosmetics were worn. Overall, we show that professionally-applied cosmetics produce a larger effect than self-applied cosmetics, an important theoretical consideration for the field. However, the effect of individual differences in facial appearance is ultimately more important in perceptions of attractiveness.

Women wearing cosmetics have been associated with a higher earning potential and higher status jobs. However, recent literature suggests that status can be accrued through two distinct routes: dominance and prestige. In two experiments, we applied a standardized amount of cosmetics to female faces using computer software. We then asked participants to rate faces with and without cosmetics for various traits including attractiveness, dominance, and prestige. Men and women both rated the faces with cosmetics added as higher in attractiveness. However, only women rated faces with cosmetics as higher in dominance, while only men rated them as higher in prestige. In a follow-up study, we investigated whether these enhanced perceptions of dominance from women were caused by jealousy. We found that women experience more jealousy toward women with cosmetics, and view these women as more attractive to men and more promiscuous. Our findings suggest that cosmetics may function as an extended phenotype and can alter other’s perceptions differently depending on the perceiver’s sex.

To what extent does information in a person's face predict their likely behavior? There is increasing evidence for association between relatively neutral, static facial appearance and personality traits. By using composite images rendered from three dimensional (3D) scans of women scoring high and low on health and personality dimensions, we aimed to examine the separate contributions of facial shape, skin texture and viewing angle to the detection of these traits, while controlling for crucial posture variables. After controlling for such cues, participants were able to identify Agreeableness, Neuroticism, and Physical Health. For personality traits, we found a reliable laterality bias, in that the right side of the face afforded higher accuracy than the left. The separate contributions of shape and texture cues varied with the traits being judged. Our findings are consistent with signaling theories suggesting multiple channels to convey multiple messages.