Synopsis This review demonstrates the importance of outward appearance (especially of the face and head) in physical attractiveness and describes the methodology and results of objective experiments which assess interpersonal attraction, others' perceptions of the physically attractive and self-perception. It shows that, although cosmetics have been used, inter alia, to manipulate physical attractiveness in some of these experiments, there are little data showing benefit of cosmetics per se to the individual. Consequently, the review is a first step in designing objective studies to test the hypothesis that cosmetics are of demonstrable benefit to the user.