The theme of beauty and physical attractiveness appears more and more frequently in modern psychological and sociological discourses. Most often the study of this problem is carried out in the direction of the ambiguity of the characteristics of the physical attraction. This tendency can be explained by the influence of information flows, establishing a direct link between the success of life (both in the field of spiritual and material competences) and the characteristics of a person's physical attractiveness. Consolidated by the media, the influence of the Internet, as well as the degree of development of social networks, the conditions that require the correspondence of the individual aspect and the established standard, determine the importance of a psychological analysis of the phenomenon of beauty, as well as its prevalence in the self-respect of the personality as a whole. The study of the correlation of such a public attitude and of the spiritual and personal changes is difficult. However, the analysis of the internal representations of the individual social groups is important and necessary to understand both the dynamics of the psychological processes and their place in the social cultural space. In the phenomenon of beauty, it is necessary to distinguish two interrelated aspects: subjective and objective. The first is the reflection and evaluation of the external beauty from the social environment (social representation), the second is the reflection of one's own appearance, as the most important part of the physical "self", but also social and spiritual of a person. The analysis of the phenomenon of beauty from a socio-psychological perspective remains relevant, which is necessary or analyzed multilaterally.