Sweetheart, naturally beautiful or ugly does not equal objectively beautiful or ugly.
People have different tastes, and a girl I may find beautiful, another will find ugly.
What is meant here by ‘naturally’, is wether the girl is beautiful to you without makeup.
All girls will be beautiful to someone without makeup.
We are not talking here about Objective beauty where some girls are always beautiful and others always ugly.
And besides, men are already separated into handsome vs ugly. And it’s the point of this site to help men change the things they can change about their appearance that will turn them into handsome. But even the handsomest guy will be ugly to some girls.
Girls who become flashy do the same thing, and it’s honorable, the point the author is trying to make is that the pursuit of external beauty, fake or not, should not replace internal growth and development.