Belladona is the term used for two species of deadly nightshade. In Latin and Italian, it means Beautiful Woman. Belladona, which contains atropine, was once widely used as a cosmetic or visual pheromone. By placing a single belladona seed on each eyelid, the pupils can be dilated. Large pupils are one sign of sexual arousal, and convey interest or hunger. Clever salesmen, especially jewelry salesman, know to watch the eyes of the customer ... large pupils indicate desire (and an emotional customer less likely to be a good bargainer).

Some sociobiologists have argued that light colored eyes (blue or green) make it easier to see if the pupils are dilated, which gives their owners a greater range in sexual signalling . Having fair skin also makes blushing and increased blood flow to the lips more apparent. Other sociobiologists have dismissed or minimize the role of such physical traits, while they believe that attraction is more a factor of social reinforcement and an individuals sexualization.

Dilating the pupils with atropine or belladona extract was once also practiced by eye doctors. They have recently turned to other drugs for this purpose, as atropine can cause serious eye damage in people with glaucoma and other diseases. While the occasional use of atropine in the eyes of healthy people is not generaly a problem, regular use is. And the margin of error with atropine is low - making a mistake can cause intoxication of the entire body, with life-threatening consequences.

Dilating the pupils leads to sensitivity towards light (normal light levels become painfully bright). Dilating the pupils also reduces depth-perception and makes driving more dangerous.

Belladona is also the stage name of the gorgeous star of The Fashionistas film.