Abstract
The article is devoted to the development of the beauty industry in modern society. The beauty industry in modern Kazakhstan is becoming a popular social trend. The ideal of beauty is the General "look" of society, which includes physical features (for example, "large and pouty" or thin lips, large or small Breasts, etc.), as well as beauty products, activities and services. Society wants to be beautiful because beauty gives its owner an advantage in the struggle for survival. Men attach more importance to the physical attractiveness of women than women in relation to men. As a result, women's social opportunities are more dependent on their physical beauty than men, so women are under great pressure to match the ideals of beauty. Although the standards of female beauty are not so chaotic around the world, they vary greatly with time and around the world. Today the number of followers (subscribers) in instagram accounts of plastic surgeons is growing in Kazakhstan. Today, as all over the world, medical technologies in Kazakhstan have made it possible to "build" the body as a personal project with the help of cosmetics: aesthetic surgery and cosmetology, organ transplantation and transsexual surgery. Women's bodies have become a testing ground for both innovative technologies and new consumption patterns. Keywords: beauty industry, plastic surgery, attraction, femininity.