I's mind boggling how much research exist on human mating strategies, beauty, etc... and yet society believes almost the exact opposite.

I don't know if it is because the opposite is nicer to believe or because is induced by media and social engineers or more likely, a bit of both.

David Buss is one of the most well known researchers on this, maybe the most cited, he has been a guest in "The Huberman lab" podcast, a must watch!