Lookism, wrongful appearance discrimination, is prevalent and impactful, and yet largely neglected. This paper explores why this form of discrimination is ignored, when other forms of discrimination which have similar impacts in, for example, employment and education, are taken seriously in policy, practice, and everyday life. It offers five possible reasons for why lookism is neglected; that it is unfamiliar, that people believe lookism should not be prevalent, that people believe lookism is natural, that lookism is not legislated against and that shame attaches to experiences of lookism. The paper seeks to offer an account of the reasons that underpin the otherwise confusing neglect of lookism. The paper argues that far from being an acceptable form of discrimination, lookism is a serious form of discrimination that all, irrespective of political and ideological commitments, have reasons to address.