In the report the phenomenon of aestheticization will be presented as an intrinsic and indubitable characteristic of the post-contemporary. It will be argued that the expansion of the aesthetic modifies the traditional horizons of the human being, and the challenges of the aesthetic transforms it from a subject of aesthetic perception in a product of fashion, advertising, stereotypes and foreign standards. At the same time, it will be argued that the aesteticization of the everyday is part of the total commodification; it does not matter what is promoted on the market – a product, service or a person – everything is viewed through the grid of the aesthetic. Moreover, it will be argued that the trajectory of the contemporary aesthetic values lacks a constant linear form and a classic character, because both are affected not only by information technologies, manifest and unconditional transformations in economy and politics, technology and sciences, but also artistic views and preferences, as well as by social repercussions, which also have a definite influence on aesthetic ones.