The article discusses the thoughts of the philosopher Charles S. Peirce on ideals and ethics. A brief overview of Pierce's phenomenological categories, and their implications for personal identity, is provided. Topics such as evolutionary love, concrete reasonableness, and the relationship between a person and the world are discussed. This leads to a discussion of objective ethical theory in Pierce's work. An argument is presented that people become authentic, and capable of living a good life, through the embodiment of ethical ideals.