I think people have a beauty potential and that most don't ever come close to meeting it. I'm the same person and same genetic makeup as I was 3 or 5 years ago, but I'm leagues more attractive.
Health. I'm on a super clean raw diet, I've done many detoxes, I'm working out, I've cleared allergies, I've released negative emotions, I'm really happy, etc.
People don't realize that this all plays a role in being attractive. It's often a sign of vitality and health. Fat, these days, is often a sign of toxins, parasites, and stressful lifestyle - which biologically speaking isn't ideal for mating. It just makes sense that evolutionary psychology is at work.
My point is, that almost everyone can take steps to becoming healthier and more good looking. When everyone is healthy, nobody will say person X is horridly ugly, rather, just not attractive to their preferences. There are many good looking healthy people that I'm just not attracted to.
So the question is, why aren't more people living up to their attractiveness potential? Again, this has nothing to do with superficial, as the outer body IS an indicator of inner health.