Plato (427-347 BC) postulated that all objects have a “form” or “ideal” structure. In particular, he taught that these “ways” are pure mathematical object or another conceptual knowledge.
Karl Jung (1875-1961) used this concept of Plato in his theory of archetypes.

Within the Jung psychology, an archetype is an unconscious idea, a model of thought, conception, inherited from ancestors of the race and that is universally present in individual psyches.
In simple terms, the archetype would be like an instinct.

This archetype has evolved with the race and was always unconsciously used to help identify members of the species and classify them according to their health and their ability to reproduce.
Individuals considered to be more balanced and well-built physically were the most valued.

There is a mathematical proportion present in all that is consider  beautiful and balanced in nature. The proportion is 1: 1.618 and is known as the Golden Ratio or Divine. This constant was named Phi, because the sculptor Phidias the architect responsible for structuring the Parthenon.

In ancient times the Egyptians already used this technique to create their structures, as well as the Parthenon.

Nefertiti, approximately 1370-1350 BC, was considered the most beautiful woman of her time. The beauty of canon 3200 years ago lasted until the present day. His face is in accordance with the standards of beauty observed in ancient Greece and Rome where the Golden Proportion was used in classical sculptures.

Also during the Renaissance, Great Works were carried out based on the concept of Golden Proportion. Currently, this concept of Beauty and Aesthetic Balance is used as embellishment resource in the area of ​​Design, Fine Arts and Aesthetics including cosmetology, Medical Aesthetic and Plastic Surgery.