About beauty and aesthetics

The cult of beauty has existed since the dawn of humanity across all cultures.

The Bible contains numerous references to the term "beauty", and the Song of Songs is a hymn to love and beauty. The Greek philosophers Aristotle, Plato and Socrates discussed at length the terms "beauty" and "aesthetics": "The love of beauty, like the love of goodness, needs no explanation", said Plato at a feast. And Socrates believed that "Beautiful things are beautiful due to their beauty".

The quest for absolute, flawless and everlasting beauty crosses the borders of all continents and eras. The desire for harmony, perfection and youth finds visual expression in the works of major artists, such as Leonardo da Vinci and Botticelli. Their ‘Mona Lisa’ and ‘Venus rising from the sea’ embodied the ideal of absolute feminine beauty, whereas the ideal masculine beauty was expressed by artists such as Michelangelo with his statue of ‘David’.

For many poets, beauty is the subject of passion and love. Countless fairy-tales, stories and myths - Helen of Troy, the quest for the secret Fountain of Youth, the story of Narcissus` infatuation with his own reflection in the water and stories such as "The Picture of Dorian Gray" by Oscar Wilde have become enduring values. The desire to preserve beauty and youth has always been, and still remains, the dream of many people. The wish to preserve and improve beauty, look good and retain youth has led to the development of aesthetic medicine and cosmetic dermatology.

It began with milk baths and hot springs in ancient Egypt, advanced through cleansing and rubbing the skin with various salts and minerals, and ultimately evolved into a complete theory of rejuvenation and improvement of body skin and facial appearance.

Studies conducted at Harvard University point out that:
A nice and youthful appearance is our initial visiting card.
A nice and youthful appearance gives a feeling of self-confidence and success.
A nice and youthful appearance helps with establishing friendships and business contacts with both colleagues and clients.

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