Physical appearance as a form capital has received
increasing attention in sociology in recent years. The capital logic suggests
that aesthetic capital, like other forms of capital, can be accumulated and
exploited in economic and social exchange. Previous research suggests that
norms regarding the accumulation and exploitation of aesthetic capital are
different for men and for women. This suggests the existence of so called
double standards. It is, however, unclear for whom it is actually more
acceptable to accumulate and for whom to exploit physical appearance -related
assets. Drawing on consumer culture studies, social stratification studies and
gender studies, we ask whether there is a double standard of accumulation or
exploitation of aesthetic capital. To study the possible differences in norms
for men and women, we analyse a nationally representative survey of 15 to 74
year-old Finns (N=1,600).  The measures
are based on a split-ballot design. Our findings indicate that double standards
do exist. It is more acceptable for women to accumulate their aesthetic
capital. However, norms regarding the exploitation of aesthetic capital are
stricter for women than for men. The results question the capital logic of
physical appearance, as it seems that possibilities for women, in particular,
to gain economic or social advantage from their physical appearance are
normatively limited.