This master thesis deals with the perception of beauty on Instagram, more precisely, the process in which beauty becomes a "market item" on social media platforms. The theoretical part of this paper presents beauty as an aesthetic value from the beginning of history, presenting the role of digital and aesthetic society that creates desirable trends on social media platforms. The role and importance of Instagram as the only visual medium that emerges as a result of technological development and social relations is also described. Scientific discoveries confirm the great importance of Instagram not only in the digital space, but also in real life. Feelings and understanding of the world has been seen through the act of photographing. Beauty becomes a "market commodity" that is bought and owned. Beauty influencers greatly contribute to such understanding of the world by promoting material values to a greater extent than ethical or life values. Therefore, the main hypothesis has been set, which states that beauty is approached on Instagram exclusively in accordance with the market value instead of aesthetic values, and an auxiliary hypothesis that claims that beauty influencers neglect other personality values except physical appearance. The research showed that the main hypothesis was confirmed, while the auxiliary hypothesis was only partially confirmed.