(Englewood Cliffs, NJ) -- The majority of women in the U.S. are deciding for themselves what is and isn't beautiful. Nearly two-thirds of those taking part in a new Dove study say they're responsible for setting their own standards of beauty. That's up nearly 40-percent compared to a decade ago. Women today also believe society's concept of beauty has evolved to become more inclusive. More than 85-percent believe the public is more accepting of women of color. And over 70-percent see society as more open to women of various appearances and ages. In addition, 84-percent say both young and old women inspire them to feel their best about themselves, and 90-percent say they now appreciate unique characteristics like freckles or scars instead of considering them flaws. However, two-thirds also agree that more needs to be done to further broaden the idea and definition of beauty.