Poets rave about beautiful women. Men fight over them - even the most powerful and celebrated men.
In just about every way imaginable, the world honours beautiful women.
In the 21st century, good-looking women have the world by the balls. For them, money flows from male wallets in a never-ending stream of avarice, it seems.
Namhla Sekeleni, a psychology student at the University of Johannesburg, said meeting a beautiful woman has long been the secret goal of many on the dating scene.
"Men want beauty in a woman. Most people judge physically attractive human beings to be good, both physically and on a deeper level. They are believed to possess a variety of positive traits and personality characteristics."
Sekeleni warned that beauty was not always advantageous for beautiful people, particularly attractive women, because they tend to be perceived as materialistic, snobbish and vain.
Research done in the US shows beautiful people have more occupational success and more dating experience than their unattractive counterparts.
It has been discovered that men really are irrational enough to risk a kingdom to catch sight of a beautiful face.
For example, the beauty of a Slovenian model, Melania Knauss, 37, captured the heart of 61-year-old real estate multimillionaire Donald Trump, who is otherwise smarter than that.
Locally, Khanyisile Mbau's beauty claimed the soul of a rich sugar daddy, who later became her hubby. Mbau enjoys a life most people can only fantasise about because of her beauty.
CNN.com reports that researchers found that good-looking students get higher grades from their teachers than those with an ordinary appearance. Furthermore, attractive patients receive more personal care from their doctors.
Studies have even shown that handsome criminals receive lighter sentences than less attractive convicts.
The website adds that how much money a person earns might be influenced by physical beauty.
A study by Texas University researchers found that people low in physical attractiveness earn 5percent to 10percent less than ordinary-looking people, who in turn earn 3percent to 8percent less than those who are considered good-looking.
Discrimination against people based on their appearance is known as "lookism".
Lookism has received scholarly attention from cultural studies and an economics perspective. It relates to preconceived notions of beauty and cultural stereotyping based on appearance, gender roles and expectations.
Important economic considerations include income gaps based on looks and increased or decreased productivity from workers considered beautiful or ugly by their co-workers. Attractive people were also viewed as having a stronger ability to communicate.
Human Rights activist Thokozani Ndaba said South African women are expected to look beautiful in order to get employment.
"Much of the time men employ beautiful women because they want to sleep with them at the end of the day. Many women have to open their legs before they can get a job. This is disturbing because there is a lot of poverty and most of the families in this country are led by women."
Catherine Kaputa, a brand strategist, said 15percent to 20percent of the beauty premium comes from self-confidence, and oral and visual-communications skills contribute 40percent each.