Beautiful is a powerful and meaningful word for women. Usually associated with someone's good physical appearance. Old Indonesian poets even had their own term for a beautiful woman. In reality, however, nothing is perfect. As a woman, I struggle with self-esteem when it comes to my physical appearance. A fundamental feeling for us when it comes to "what we see, not what's within," because there will always be someone better. Cosmetics are one of the solutions to the problem of beauty. Cosmetics provided options when the skin needed to look flawless, with a perfect full brow, red plump lip, and fresh baby cheek. But the irony of cosmetics today is what they offer: how to look like a natural beauty with cosmetics. To achieve this natural beauty, the consumer must expend more effort, go through a longer process, and use a more complicated cosmetics kit. What exactly is beauty?