"Unnatural" standards of beauty have always existed and I'm not so sure that what passes now (Botox'd foreheads, laser "Brazilian" hair removals, breast implants, etc...) are more radical things that have been done since time immemorial (infant head molding, feet binding, corsets ("wasp waists"), neck stretching, tattooing, ritual scarring/piercing). In fact, there's kind of been some pushback towards less radical surgical and non-surgical treatments towards less obvious and more natural results.