This chapter explores the relationship between beauty and morality. It makes a philosophical argument that beauty, understood as the physical appearance of the body and the face, is more valued than ever before. As a result, attaining the beauty ideal, being thin, firm, smooth and young enough, has become a moral imperative. The chapter introduces empirical evidence to show that beauty is both valued and valuable, such that, for many, engaging in beauty is a moral duty. In addition, the chapter explores the moral shame of beauty failure, further illustrating the fundamentally moral nature of beauty engagement and aspiration. The chapter finishes by considering the implications for research which follow from recognising the moral nature of the beauty ideal.