This study examined women's looking time towards female faces while they judged them for attractiveness, prettiness, cuteness and beauty. In Study 1, ratings were similar for scales of attractiveness and prettiness, and participants looked longer at prettier over less pretty faces. Judging female faces on the basis of attractiveness did not elicit visual preferences, although in this case females’ biases to look at attractive women might have been inhibited by the physical presence of an experimenter while looking times were being recorded. In Study 2, duration of viewing time was computer-recorded without participants’ knowledge, after priming them to judge faces in terms of attractiveness, prettiness, beauty or cuteness. Viewing time increased with face appeal; the differences between low and high appeal faces turned out to be greatest when participants evaluated them in terms of attractiveness and least apparent when asked to judge them in cuteness. In conclusion, both studies revealed a correspondence between aesthetic and looking preferences, yet some variation in women's visual attention depending on how female beauty is labeled.