“I Feel Pretty” is based on a pretty little lie: Looks don’t matter. It’s what’s on the inside that counts.

In the film, the down-on-herself Renee (played by Amy Schumer) conks her head in a SoulCycle accident and awakens believing that she has miraculously become supermodel-hot. She revels in it — charging into a bikini contest, snagging a promotion and basking in the affections of a beefy corporate scion — only to discover that her looks never changed a bit. The benefits she thought she accrued through beauty were won instead through her newfound self-confidence.

The movie suggests that the only thing holding back regular-looking women is their belief that looking regular holds them back at all. That attitude puts the onus on individual women to improve their self-esteem instead of criticizing societal beauty standards writ large. The reality is that expectations for female appearances have never been higher. It’s just become taboo to admit that.

This new beauty-standard denialism is all around us. It courses through cosmetics ads, fitness instructor monologues, Instagram captions and, increasingly, pop feminist principles. In the forthcoming book “Perfect Me,” Heather Widdows, a philosophy professor at the University of Birmingham, England, convincingly argues that the pressures on women to appear thinner, younger and firmer are stronger than ever. Keeping up appearances is no longer simply a superficial pursuit; it’s an ethical one, too. A woman who fails to conform to the ideal is regarded as a failure as a person.