The article is concerned with how beauty is perceived and compared among women of different racial backgrounds. The study investigates Latina, black and white women’s conception of beauty by focusing on differences and similarities. The study collected data from 157 college women, 48 Latina women, 52 black women, 51 white women and 6 “other”. The results of the study show that there are significant differences in Latina, black and white women’s perception of beauty. Over 63% of the black participants’ perception of beauty was based on personality whereas white participants defined beauty in terms of physical appearance. Furthermore, Latina women were equality as likely to define beauty in relation to personality and physical appearance. Both Latina and black women defined whiteness as an important part of the cultural definition of beauty and expressed the desire to possess this trait. Black women defined beauty as “a tall and skinny white woman with blond hair and blue eyes & perfect straight nose” (p 74). The article concludes that conceptions of beauty are determined and influenced by the cultural standards of beauty of the dominant Western and Eurocentric groups. Conforming to the Western norms of beauty was equally as evident in Latina women as in black women. This article helps answer the research question of this paper as it illustrates that definitions of beauty are represented and influenced by cultural norms and standards. However, the article also illustrates that there is an awareness of what the dominant standards of beauty are which reflect Western and Eurocentric norms of beauty. As a result, when defining beauty in terms of cultural standards, white standards of beauty play a major role and these standards are embodied by other cultures and races. Shroff, Hemal, Phillippa C. Diedrichs and Nadia Craddock. 2018. “Skin Color, Cultur>