Beauty has undergone a similar process, thanks to advertisers. Evolution gave us a circuit that responds to good looks— call it the pleasure receptor for our visual cortex— and in our natural environment, it was useful to have. But take a person with one-in-a-million skin and bone structure, add professional makeup and retouching, and you're no longer looking at beauty in its natural form. You've got pharmaceutical-grade beauty, the cocaine of good looks.