The sense of beauty is rational. It could not be otherwise, for animals and even insects appear to possess a sense of beauty: different species prefer different colors for their bridal nests, and in many bird species females choose the brightest males.

Beauty is related to what may be termed, “positive rarity.” The things we consider beautiful are rare because they are top-of-the-line: we admire high mountains rather than every hill. Ugly things, too, are rare, so beauty is only about the traits we consider positive. Might is one such trait: we admire mighty mountains and open seas. Cost is another: we may like simple field flowers, but we admire expensive roses and orchids. Still another example is health. In Renaissance times, fat women were considered healthy because they were free from ailments and had sufficient food. So the fashion was for fat women. Today, exceptional health is demonstrated in slim females: they go to gym, they eat healthy diets, and they do not suffer from the ailments which lead to obesity. A hundred years ago, well-being was associated with pale skin: such people lived a good life and did not work in fields to the point of exhaustion. Today, well-being is demonstrated in darker skin: such people go to ski resorts in winter and beaches in summer; they have free time to sunbathe and money for indoor tanning.

Related to beauty is the sense of awe. Consider how that sense is evoked by well-staged mass rallies. Such rallies demonstrate physical might, great material resources, and social vitality.

Now we can understand why fashionable things are considered beautiful. They are relatively pricey, popular, top-of-the-line. They are associated with healthy female models.

Beauty can be described as an exceptionally strong manifestation of life force.