Most Helpful Guy
According to anthropologist, Hellen Fischer, Beauty on a general level is defined by the object of beauty having a symetrical face or facial features. It is moreover concieved that it is innate in our subconcious to precieve someone with a near perfect symmetry in their face would be considdered more attractive than someone without facial symetry.
I have facial scars, and therein, my face is not symmetrical. I am considered by most women (facial wize) a 5.5 of 10 on their attractiveness rating. The scars were in part battle damage from being a veteran (I caught some concrete schrapenal from a bullet that hit a concrete barrier in a bunker I was in...), however, a younger picture of myself is considered more attractive than my current facial features.
However, besides symety, other preceptions of beauty are established by familiar rating and societal influence... Such as men whom prefer plus sized women over slender women... Those men perhaps have an affinity because they found beauty due to family members (yes the oedepus complex...) they have found attractive (particularly their mothers) that are of plus size... But that is just a narrow assumption nonetheless.
The point is:
Half of what is percieved as beauty is subconcious and the other half is due to influence gained by contact with others and their preferences. More or less, half learned and half influenced.