So what explains the universal and enduring appeal of the hourglass figure? One explanation based on evolutionary psychological theory is that female beauty as represented by the hourglass figure taps into important biological information about various factors regulating women's reproductive potential and fertility. This article briefly describes basics tenets of evolutionary psychology pertaining to the nature and significance of female attractiveness. The article also summarizes experimental and clinical evidence demonstrating a link between the hourglass figure and hormonal and endocrinological mechanisms regulating reproductive potential, fertility, and risk for major diseases. Such evidence is crucial to support the claim that attractiveness of the female figure is a reliable cue to a female's reproductive capability and good health. Also presented in this article is evidence that changes in the hourglass figure alone systematically affect female attractiveness judgments of lay and professional men and women not only in our society but in various and diverse societies. Finally, evidence is presented showing that equating beauty with the hourglass figure is not a novel or recent phenomenon shaped by the mass media; allure of the hourglass figure is evident across generations in ancient cultures.