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(PDF) European hair and eye color: A case of frequency-dependent sexual selection?
PDF | Human hair and eye color is unusually diverse in northern and eastern Europe. The many alleles involved (at least seven for hair color) and their... | Find, read and cite all the research you need on ResearchGate

TLDR:
As we all know, throughout the animal kingdom, females are responsible for sexual selection.
Males have a high sex drive and an instinct to spread their seed far and wide, therefore they will always want to mate at all times with any woman.
While females have a lower sex drive and an instinct to choose the best partner to mate with, since pregnancy and birth is a very a very time and energy consuming task, it drives them to be very selective as to who they will make this huge investment with.
This results in a very high amount of sexual dimorphism in males, but not in females, just look at female birds vs male birds:




The male birds are always cool looking, while the females are bland. Why?
Because the males were the only ones getting selected for their looks and while all females get to reproduce, resulting in this difference.
Only male lions have manes:

Only male deer have antlers:

Throughout the entire animal kingdom it's like this. And for most of human history it was the same with us too. There was a point when only 1 in 17 males got to reproduce while all females were passing their genes. The alpha male gigachad had a massive harem and 95% of men were incels.
However, something happened with European hunter gatherers. Women became increasingly dependent on men to do the hunting for them, and the alpha male, as good of a hunter as he was, couldn't hunt for 20 females. Women needed the other men to do the hunting for them.
But the other men weren't cucks, they wouldn't provide for a female who was sleeping with other men. This forced women to start having monogamous relationships with non chads.
This doesn't apply to Lions. The lionesses are the ones who do all of the hunting. The alpha male just gets fed by them and only uses his strength to fight off other males.
This also doesn't apply to deer. The female deer doesn't need anyone to provide for her, her food is just grass.
So the females in these species were free to indulge in hypergamy to the maximum.
Unlike human females, who depended on a male provider for survival.
There is one more factor that goes into this equation. Since men were the ones doing all of the hunting and protecting, they put themselves at risk a lot more often and therefore had a much higher death rate. Meaning that, by the time they reached adulthood, there ended up being many more women than men alive. 57 men to 100 women to be exact.
But life was tough back then, men could only really provide for one woman and the kids. So obviously, they chose to provide only for the most beautiful women.
For the first time in history, MEN WERE THE ONES DOING THE SELECTION
This is what is responsible for European women being so much more attractive than woman elsewhere. This is also what is responsible for the evolution and spread of different colours of hair and eyes.
TLDR of TLDR: During thousands of years of evolutions European women experienced higher levels of sexual selection than any other group.