Beauty standards have always evolved, but in today's social media age , they shift at lightning speed. From "clean girl" minimalism to the "quiet luxury" aesthetic, each new ideal promises perfection few can reach – fueling comparison and self-doubt.

It isn't just social media trends that fuel these feelings of inadequacy. Our brain also plays a role.

Neuroscience shows us the brain is hardwired to respond to beauty. Seeing an attractive face activates the brain's reward and social circuits – releasing the feel-good hormone dopamine. This hormone is also released when we happen to live up to a specific beauty standard, making this feel biologically gratifying.

But this wiring also makes us vulnerable. Over time , the brain adapts to these ideals, treating them as the new normal.

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