The main topic of this paper are female beauty stereotypes presented in magazines intended for women. The paper consists of a theoretical part that presents the fundamental settings of the beauty myth, the established „mechanisms“ used in so-called women's magazines to convey stereotypes about female beauty, with a brief overview of the interpretation of beauty through different periods of human history. The analysis showed that there is no universal definition of beauty and that the perception of female beauty is always changing, depending on various social changes, periods, and places. Magazines intended for women certainly play a role in women’s selfperception of their beauty, but it is important to emphasize that they are not the only factor. The second, research part of the paper, combines qualitative analysis of the magazines Cosmopolitan and Story, as well as quantitative research conducted on female students of the Faculty of Education and Rehabilitation Sciences, Faculty of Humanities and Social Sciences, and Faculty of Croatian Studies of the University of Zagreb. Students of these three faculties were chosen as representatives of women educating in fields of social sciences and humanities. The analysis of the magazines showed the differences between them in the means of content, as well as „mechanisms“ used by them. Magazine Cosmopolitan was more prominent in terms of contradictions and direct addressing and connecting with its readers, whereas magazine Story was characterized by reporting on beauty mostly through the lives of celebrities. The quantitative study showed that female students, as a rule, rarely read women's magazines due to various reasons. Some of the more significant ones were negative effects on their mental health, perception of their physical appearance, as well as self-confidence.