If you're referring to being attractive (beautiful), I think that It is extremely important in today's society(western world). Being good looking is one of the most important things you can have other than intelligence and charisma. It makes me sad to some part but, It's not as if I don't have a bias towards good looking females.
When I use to be in school, there was a girl that was 16 but she looked like she was 40/45, she was definitely one of the most unattractive young girls I have ever seen and she had very low confidence. I would sometimes look at her and get angry at how unfair life is, I felt pretty bad for her because I had a strong feeling all that was due to her looks. One day, I sat next to her and heard her typing on the computer, so I looked at her and she was typing very quickly. Almost as quick as I type( I can do 119WPM). I have a theory that this is due to the fact that she spends a lot of time on the computer, socialising with others virtually and staying at home rather than going out with friends or playing sports. I'm not trying to generalise that every fast typer is like that because I certainly am not, but It's a theory that seemed to make sense for her.
To be honest, looks is often one of the main foundations of personality. Notice how often the unattractive and unathletic kids act completely differently to the more athletic and attractive kids in general? I think that there is a correlation.
If you think about it, good looks are quite similar to intelligence. In the same way that intelligence is viewed as a positive thing and is very important in today's day and age, like looks, not everyone is born with the same intelligence, it's just that looks is something you notice immediately, which is why it's at the forefront of people's minds compared to intelligence.
In the end, I can also see why it would be this way. Good looks is a sign of good genetics and health AKA Height, Jawline, muscle mass, hair thickness, teeth etc so I can't say that it's completely unfair. I guess a bias towards good looks is something we are built with so that we get make sure that we can pass on our genetics to the strongest human beings.