Storybook tales, movies, and beauty magazines often communicate the message that beauty is malleable. Malleable beliefs are generally found to be beneficial, but this is not the case in the beauty domain. Across two studies, we found that the “beauty is malleable” belief puts women (but not men) at risk for harmful appearance concerns, such as basing their selfworth on physical attractiveness, increased appearance anxiety, and increased interest in cosmetic surgery. These results were found when beauty beliefs were measured (Study 1) and manipulated (Study 2). Thus, the message that beauty is malleable has a potentially harmful effect on women's lives. This work also suggests that the typical finding that malleable beliefs are beneficial may reverse when the domain in question has unattainable standards.