What is beauty? Why does it captivate us so strongly? Is it just a present concern or an anxiety that has always pursued human beings? These questions articulate The Cult of Beauty, an exhibition at the CCCB that delves into how beauty has become, over time, an object of fascination, desire, and even social norm. The question that runs through the exhibition is, in itself, suggestive: could beauty be understood as a cult? Who is our "God"? And what mystical rituals shape this aesthetic practice? Among images, objects, and practices, the tour shows how beauty standards have evolved, been questioned, and continue to function, revealing a fascination that, far from disappearing, reaffirms itself in every era, up to the present day.