How was the beauty standard changed for women?

Everything that used to be considered natural is now considered ugly. Can you think of any examples??
Here are a few:

regular teeth–> bleached white teeth
natural hair–> hair straightened with an iron
healthy weight–> skeleton bodies
natural skin—> skin covered up with make up & burnt by tanning beds

Our eye lashes have to be darker and longer than what they really are, our nails have to be painted over, we have to get rid of all the hair on our bodies except for on our heads, etc…