The article is devoted to identifying the value structure of young people, as well as determining their self-relationship and the significance of their appearance in the overall structure of the value orientations of the individual. The study involved 90 people - young people aged 18-21 living in Yekaterinburg. Thirty people from the general sample have a typical appearance, sixty people have an alternative appearance (30 people have multiple tattoos, more than 60% of the body; 30 people are underweight, actively losing weight and experiencing various diets, who applied for psychological help to the Center for Cognitive Technologies in Yekaterinburg The article shows significant differences between respondents with different types of appearance transformation in the structure of their value orientations, in the importance of an attractive appearance for achieving life goals and the level of self-attitude. self-confidence, building close relationships, achieving financially secure life. Respondents with tattoos attach more importance to it than respondents from other groups. Young people who actively change their appearance value freedom most of all in life. Changing their appearance for them becomes an attempt to express their identity, individuality, active life position, to declare their self reliance and independence. Tattooed youth have a high level of self-esteem and self-confidence, while underweight respondents have the lowest level of self-esteem, self-interest and self-understanding; their image of the future is not clearly formed, they are not sensitive to their own needs and desires, fixated on changing their appearance to the detriment of their own health.