Global study links daily beauty focus to health, culture, and social dynamics
Researchers from the National Research University Higher School of Economics analyzed how much time people spend on beauty every day. The study, cited by socialbites.ca, indicates that adults worldwide dedicate an average of about four hours daily to beauty-related activities, cutting across gender and age groups.
The study outlines several explanations for this attention to appearance. One core idea is that physical attractiveness signals health and genetic fitness, making looks a factor in mate selection and the quest for healthy offspring. Another theory suggests that populations facing higher infection risks may become more conscious of how they present themselves as a way to conceal potential health issues. Additional factors point to sociocultural influences, including gender norms and cultural orientations toward individualism.
“The project examined five established theories about human attractiveness. Rather than replacing any single view, the researchers found these perspectives to be complementary. In some cases the data supported specific expectations, while in others the results were surprising and thought-provoking. Such findings deepen the understanding of human psychology and attitudes toward beauty,” explained researchers from the Higher School of Economics.
The team gathered responses from more than 93,000 participants across 93 countries, making this one of the most expansive investigations into beauty to date. The survey revealed that men and women invest nearly equal time in maintaining appearance, with both genders averaging about four hours daily. This time encompasses not only makeup, hair styling, and wardrobe choices, but also exercise, nutrition, and personal hygiene. Notably, older adults showed a similar level of concern for looks as younger individuals. Those just entering a romantic relationship tended to allocate more time to grooming than people who are married or in long-term partnerships.
In terms of cultural and social dynamics, the findings align with the idea that women in societies with pronounced gender inequality place greater emphasis on appearance. The same pattern emerges in cultures where traditional roles still position women as guardians of the home. Individualistic cultural environments also appear to encourage people to prioritise their appearance more than collectivist settings. Across the board, social networks emerged as a powerful driver shaping how people think about and respond to beauty trends.
Overall, the study underscores that the relationship between beauty, health, and society is multifaceted. It highlights how evolutionary considerations, along with cultural expectations and contemporary social networks, influence daily routines related to grooming and personal presentation. The research invites ongoing dialogue about how people balance these factors in diverse settings around the world.