Beauty ideals have always been changing, reflecting the values currently prevalent in society. Who wants to be sidelined because of their appearance? Thus, it could be said that the ways of behaviour which one may consider to be the embodiment of superficial vanity express the desire of the collective “other” for them to merge and fit into their community. Only 150 years ago, beauty products were available to only a few people and, moreover, consisted of toxic substances such as alcohol, mercury or bleach. Gradually, mascaras, pencils, lipsticks, creams and powders appeared on the market, and with mirrors moving from the boudoir into the pocket, the tabooed and covert make-up became a publicly accepted practice. As with many modern lifestyle changes, for-profit product development and marketing have a role to play here, but it would be cynical to completely ignore the emancipatory power of self-care. Nevertheless, the natural beauty hidden beneath the beauty products is still often only revealed in front of a mirror at home late at night.