Candidates must send in three pictures, including one full-body shot.
Active members rate the pictures online without knowing anything else about the people in them.
Most members stay for about three months, and Hodge said overall revenue continues to grow.
While we don't like having to judge someone's appearance, we need to be selective to maintain the expectations of the current members of Dream Lets face it - physical attraction is the most important factor in choosing a mate.
The website boasts more than 800,000 users from 190 countries and first launched in Denmark 2002, before spreading to the US and UK in 2005.
A statement from Beautiful claims it does not attempt to define beauty but “simply gives an accurate representation of what society's ideal of beauty as decided by the members”.
"It's a tough business model, because most of the people that knock on the door don't get in." A new way to join the 'Mile High Club,' for a fee So now he's created a mentoring program cheekily called "Adopt an Ugly Person." In the new program, Beautiful People members ranging from stylists to therapists volunteer to coach applicants on how to be more, well, beautiful.
"We're two days in, and we've had over 600 people apply," he said.