These days, beauty is a moral imperative, an ideal to live by, and one according to which we judge ourselves and others. As a result, we increasingly shape our identities around our bodies – and not just our actual bodies with their lumps and bumps, but our imaginary future bodies: thin, smooth and firm. Gradually our notion of the good life comes to be centred on physical appearance, and this causes a range of harms which until now, philosophers have not taken seriously enough.