what I think is interesting is that while we used to be sold ways to achieve aspects of the "ideal women" that were natural for someone (fake tan, when some people tan naturally; perms, when some people have naturally curly hair; diets, when some people are naturally slim; etc) - nowadays it feels like what are supposed to look like is natural for no one.
No pubes - few if any adults are naturally like this
Skinny with massive boobs - same
Tiny waist, huge arse, a la Kardashian - same
Artificially coloured hair - especially if you are mousy. Very few natural hair colours are considered to be really stylish nowadays
For men (young men anyway) - it isn't enough to be athletic and strong, you also, really, ought to be "ripped", which means a special diet and exercise regime to result in big muscles and very little body fat - not just normal fitness. (hence the idea of "dad bod" as a "thing" - as opposed to "normal bod" which is now visible muscles and no body fat?)
Now I expect lots of people to pile on and say "YOU ARE WRONG EVERYONE IS A FATTEY NOW IN THE PAST EVERYONE LOOKED LIKE IGGY POP AND DAVID BOWIE IT IS NATURAL" - but if that was the case why were Iggy Pop and David Bowie so widely adored and strange and unnatural and unusual?