Efforts to define facial esthetics and natural attraction using objective criteria go back in time. Nowadays, the abundance of available information, the evolution in our understanding, the intermeshing of the neurosciences and biology, as well as the potential of digital technology, have provided new elements for the objective definition of esthetics and shaped new perceptions and perspectives. The aim of this paper is to attempt a critical analysis from a clinical orthodontic perspective of the conventional methods assessing facial beauty as well as of the trends and viewpoints that form today's concept of an esthetically ideal face, based on a historical review from ancient times to the 21st century. It appears that the "beauty standards" formulated artificially by the mass media and the internet remain a challenge for the orthodontist, who is called upon to explore the aspirations, motives and expectations of patients in order to be able to contribute in improving their social status and quality of life.