More than 10,000 women have applied to be Miss England 2015, at over 80 heats held across the country.
Among them was Liz Hedges who was crowned Miss Gloucester at a glitzy ceremony on Thursday night.
And over the next 12 months the 22-year-old will prove that she is more than just a pretty face.
Beauty pageants have fallen out of favour in recent years and they have not appeared on British TV since before wine consultant Liz was born.
But many will argue that the competition is about so much more than just 'looking pretty' and is still relevant in modern day society.
Contrary to popular belief, physical beauty only counts for a sixth of the competition.
Looks alone do not triumph because a 'Miss' has to demonstrate a number of qualities, including being charitable and caring, healthy and hard-working, talented and trained.
When Liz takes part in the Miss England competition later this year she will be judged on how much money she has raised for the charity Beauty with a Purpose, she will take part in a military boot camp, demonstrate a talent and create an eco-friendly dress.
The winners of the 'Miss' competitions are also expected to champion good causes and inspire others.
Take last year's Miss Gloucester Juliette Crosby, who not only made it into the finals for Miss England but was told by organisers that she had raised the most money for charity ever in the competition.
Juliette raised £5,500 for Miss England's charitable arm and has supported county-based charities such as the Pied Piper Appeal, Milestone School and Increase the Peace.
Speaking to the Citizen last year she said she wanted to promote a wider concept of beauty and insure others.
"I'm not a model. I'm 5ft 4in and I'm curvy," she said.
"I'm not the prettiest girl in Gloucester. The only reason I entered was because I wanted to help the community."
Nevertheless, an apparent lack of interest led to delays for this year's contest.
After just a handful of young women entered the competition, the grand final, which was set to take place in December, was put back a month to drum up more interest.
Opponents will say beauty pageants have a negative impact on young women, teaching them that they should be judged by their looks and their bodies instead of their intelligence and personality.
They also say that it sends the message out to young men that women are objects and that the prettier they are, the more worthy they are.
But I believe these young women are charitable, inspiring and want to make a difference to others. These are not qualities that should be derided, or women who should be mocked.
