Despite pressure to look pretty, study finds women who work at it are judged as less moral

Research reveals that high-effort 'beauty work' is frowned upon because it misrepresents someone in a transient way.

While society puts pressure on women to be beautiful, new research has found that when they strive to look good short-term they are perceived as being less virtuous. However, moral judgments were mitigated in certain situations, such as for a job interview.

In this article on ASU Now March 12, 2018:

It was kind of depressing because there was this total paradox. There are so many incentives to look attractive but you shouldn’t actually seem like you’re trying to look attractive because then people won’t trust you. They’ll see you as less moral.&nbsp

— Assistant Professor of Marketing Adriana Samper.