Through certain lenses, cosmetics can be seen as a cultural manipulation of conspicuous traits in both women and men largely because it increases perceived biological fitness. Rooted in Darwinian theories of sexual selection, this author uses the size of a country’s cosmetics industry as a proxy for male mating choice. Attempting to rework sexual selection for the modern age, Kim collects and tests potential predictors of the cosmetic industry and male choice, setting the tone for future research.