Beauty filters, while often employed for retouching photos to appear more attractive on social media, when used in excess cause images to give a distorted impression. The neural mechanisms underlying this change in facial attractiveness according to beauty retouching level remain unknown. The present study used functional magnetic resonance imaging in women as they viewed photos of their own face or unknown faces that had been retouched at three levels: no, mild, and extreme. The activity in the nucleus accumbens (NA) exhibited a positive correlation with facial attractiveness, whereas amygdala activity showed a negative correlation with attractiveness. Even though the participants rated others' faces as more attractive than their own, the NA showed increased activity only for their mildly retouched own face and the amygdala exhibited greater activation in the others' faces condition than the own face condition. Moreover, amygdala activity was greater for extremely retouched faces than for unretouched or mildly retouched faces for both conditions. Frontotemporal and cortical midline areas showed greater activation for one's own than others' faces, but such self-related activation was absent when extremely retouched. These results suggest that neural activity dynamically switches between the NA and amygdala according to perceived attractiveness of one's face.

The self-face advantage has been demonstrated not only at the supraliminal level, but also at the subliminal level. However, it remains unclear whether subliminal self-face processing involves the same neural networks as those for supraliminal self-face processing. Here, we show that the ventral tegmental area, a center of the dopamine reward pathway, exhibited greater activation to subliminal presentations of the self-face than those of the others’ faces, whereas subliminal presentations of the others’ faces induced activation in the amygdala, which generally responds to unfamiliar information. This self-other difference in brain response was consistently observed even when the facial configuration was modified without changing the shape of the facial parts. The present findings suggest that the dopamine reward pathway is involved in automatic self-advantage in face processing, and the subliminal self-other facial discrimination does not depend on information of the precise facial configuration.

Beauty filters, while often employed for retouching photos to appear more attractive on social media, when used in excess cause images to give a distorted impression. The neural mechanisms underlying this change in facial attractiveness according to beauty retouching level remain unknown. The present study used functional magnetic resonance imaging in women as they viewed photos of their own face or unknown faces that had been retouched at three levels: no, mild, and extreme. The activity in the nucleus accumbens (NA) exhibited a positive correlation with facial attractiveness, whereas amygdala activity showed a negative correlation with attractiveness. Even though the participants rated others’ faces as more attractive than their own, the NA showed increased activity only for their mildly retouched own face and the amygdala exhibited greater activation in the others’ faces condition than the own face condition. Moreover, amygdala activity was greater for extremely retouched faces than for unretouched or mildly retouched faces for both conditions. Frontotemporal and cortical midline areas showed greater activation for one’s own than others’ faces, but such self-related activation was absent when extremely retouched. These results suggest that neural activity dynamically switches between the NA and amygdala according to perceived attractiveness of one’s face.