According to worldwide research by Dove, 4% of women consider themselves beautiful. Despite struggling to see their own beauty, 80% of women agree that everyone has something that makes them beautiful. Beauty As It Is seeks to foster a more authentic and inclusive perception of beauty that will not only encourage individuals to be the best version of themselves; the book provides suggestions that assists readers to positively engage with beauty businesses and brands across the globe. In this book you will hear from more than 60 professionals, from a head of a conglomerate to groundbreaking trendsetters of underrepresented groups. Do you want to be empowered to feel beautiful? Do you want to expand your knowledge on other perceptions of beauty? Do you want to become a more conscious beauty consumer? Do you want to learn from crème de la crème beauty professionals in the industry? If your answer to any of these questions is yes, then this book is for you. Beauty is a choice. The moment you choose to FEEL beautiful, you ARE beautiful. To help promote the power of feeling beautiful, 5% of this book's royalties will go to Look Good Feel Better. LGFB is an international "non-medical, brand-neutral public service program that teaches beauty techniques to people with cancer to help them manage the appearance-related side effects of cancer treatment." (http://lookgoodfeelbetter.org/)